Social TV: Communication from Television to Facebook (Workpoint TV and Thairath TV) 2171176218 NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 Pornchai Chanvisatlak A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation) The Graduate School of Communication Arts and Management Innovation National Institute of Development Administration 2019 2171176218 NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 2171176218 NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 Social TV: Communication from Television to Facebook (Workpoint TV and Thairath TV) Pornchai Chanvisatlak The Graduate School of Communication Arts and Management Innovation Major Advisor 2171176218 (Associate Professor Asawin Nedpogaeo, Ph.D.) The Examining Committee Approved This Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation). NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 Committee Chairperson (Associate Professor Kullatip Satararuji, Ph.D.) Committee (Associate Professor Asawin Nedpogaeo, Phd) Committee (Sikares Sirakan, Ph.D.) Dean (Professor Yubol Benjarongkij, Ph.D.) ______/______/______ v ABST RACT ABSTRACT Title of Dissertation Social TV: Communication from Television to Facebook(Workpoint TV and Thairath TV) Author Pornchai Chanvisatlak Degree Doctor of Philosophy (Communication Arts and Innovation) 2171176218 Year 2019 The study on Social TV: Communication from Television to Facebook (Workpoint NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 TV and Thairath TV) is a mixed method research, comprising of content analysis on ThairathTV’s official Facebook page and interviews the operator on their content selection and their transmedia production process in order to publicize their television content on the official Facebook page, as well as the interaction of the users. The study found that: During normal period , the social media team would select and deliver content based on television station’s position. During the election period, however, news on the national election was in the audience’s interest and also in the main social stream. The content received from the station was original news and entertainment video clips that would be edited and reproduced as new pieces of work. Other content sources include the station's website: mainly news images, texts and video clips, self-generated content by the social media team and content from business partners, which had never been aired on any television program. For users’ interaction, most of their Facebook fans chose to access live and video clip content and interacted with emoticon. They tended to comment mostly on news and political content. vi ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS This study was successful successfully due to the effort the strength of the student and the support of various individuals and organizations. Thanks Associate Professor Dr.Asawin Nedpogaeo who provide advice and assistance, 2171176218 Associate Professor Dr.Kullatip Satararuji and Dr.Sikares Sirakan who provided useful advice in this study. Thanks to Thairath TV and WorldPoint TV's social media team. NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 Thanks to all professors for transferring knowledge at all times in my life. Thanks to Thammasat University for supporting the scholarships and continuing to give full leave. Finally, thank you very much to my family especially my mother who has always been encouraging. Pornchai Chanvisatlak July 2020 TABLE OF CONTENTS Page ABSTRACT ................................................................................................................... v ACKNOWLEDGEMENTS .......................................................................................... vi 2171176218 TABLE OF CONTENTS ............................................................................................. vii LIST OF TABLES ........................................................................................................ xi NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 LIST OF FIGURES .................................................................................................... xvi CHAPTER 1 GENERALITIES OF THE STUDY ........................................................ 1 1.1 Background of Study ........................................................................................... 1 1.2 Research Questions ............................................................................................. 5 1.3 Research Objectives ............................................................................................ 5 1.4 Scope of the Study ............................................................................................... 6 1.5 Significance of the Study ..................................................................................... 7 1.6 Definition of Terms ............................................................................................. 7 CHAPTER 2 REVIEW OF RELATED LITERATURE AND RESEARCH FRAMEWORKS ........................................................................................................... 9 2.1 Related Literature and Theory ............................................................................. 9 2.1.1 Media Ecology ........................................................................................... 9 2.1.2 Social Media ............................................................................................. 11 2.1.3 Social TV .................................................................................................. 12 2.1.4 Intertextuality ........................................................................................... 13 2.1.5 Multi-Screen Engagement ........................................................................ 14 2.1.6 The Type of the National Business Broadcasting and Television in Thailand .................................................................................................... 16 2.1.7 Television Genre ...................................................................................... 18 2.2 Related Literature .............................................................................................. 19 2.2.1 Literature on Transmedia Storytelling ..................................................... 19 2.2.2 Literature on Social Media as an Online Communications Tool ............. 23 viii 2.2.3 Literature on Television Media ................................................................ 24 2.2.4 Literature on the Strategy in Using Social Media for Television ............. 26 2.2.5 Literature on Consumer Behavior in Television and New Media ............ 29 CHAPTER 3 RESEARCH METHODOLOGY .......................................................... 33 3.1 Research Methodology ...................................................................................... 33 3.1.1 Official Facebook page ............................................................................ 34 2171176218 3.1.2 Individual : In-depth interviews ............................................................... 35 3.1.3 Documents ................................................................................................ 36 NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 seq: 67 3.2 Conceptual Framework ..................................................................................... 37 CHAPTER 4 RESEARCH FINDINGS SOCIAL TV: COMMUNICATION OF THAIRATH TV ........................................................................................................... 38 4.1 Communication of Thairath TV ........................................................................ 38 4.2 Communication of Thairath TV on the Official Facebook Page ...................... 41 4.2.1 Presentation of Content Classified Based on Genre ................................. 42 4.2.2 Presentation based on Content Categorization ......................................... 45 4.2.3 Content Categorized based on the Presentation ....................................... 48 4.2.4 Presentation of Content Based on On-Air and Timeline .......................... 64 4.2.5 Social Media Strategy of Thairath TV ..................................................... 69 4.3 Presentation of Content through Other Thairath TV Social Media Content. .... 71 4.3.1 Thairath Website ...................................................................................... 73 4.3.2 Youtube .................................................................................................... 75 4.3.3 Twitter77 4.3.4 Instagram .................................................................................................. 80 4.3.5 LINE Official Account ............................................................................. 82 4.3.6 Thairath TV Social Media Strategy .......................................................... 85 CHAPTER 5 RESEARCH FINDINGS SOCIAL TV: COMMUNICATION OF WORKPOINT TV ....................................................................................................... 87 5.1 Communication of Workpoint TV .................................................................... 87 5.2 Presentation of Content on Social Media, Workpoint TV Official Facebook Page. 91 ix 5.2.1 Presentation