CA: Research Reports
Permanent URI for this collection
Browse
Browsing CA: Research Reports by Author "University of the Thai Chamber of Commerce. School of Communication Arts"
Now showing 1 - 11 of 11
Results Per Page
Sort Options
- PublicationAttitude of Chief Executive Civil Servants towards the Official Information Act, B.E. 2540(University of the Thai Chamber of Commerce, 2006)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe research objectives were 1) to study the chief executives civil servants’ attitudes towards the Official Information Act (OIA), B.E. 2540, the government operation on state information, and the public relations of OIA B.E.2540. 2) to study the comparision of how the chief executive civil servants who are responsible and are not responsible for the implementation of the Act were exposed to the information on the OIA. 3) to comparatively study attitudes towards the Act with the government operation on state information and the public relations of the Act.This survey research was conducted through the research design : “ One - shot descriptive study”. A questionnaire was a research tool for data collecting from 415 samples who are the chief executives civil servants in the central area, region and rural area organizations. Frequency distribution : percentage, mean, t-test and ANOVA were employed for data analysis by SPSS/PC version 12.0.1 .The research result can be concluded as the followings :1. The chief executive civil servants who are responsible for the state information and those who are not are exposed to the information on the Act from four types of media and activities of the state office. The result showed significant diferrences in their exposure to the two PR tools : the bulletin boards and the meeting/training/seminars. 2. The two groups of chief executive civil servants mentioned are exposed to information on the Act from the PR media/ activities of the Official Information Commission (OIC). The result showed sicnificant differences in their exposure to the three PR tools : the printed media , the OIC website and the meeting/ training/ seminars.3. The two groups of chief executive civil servants mentioned are exposed to the information on the Act from the mass media : the newspaper, the radio and the television. The result showed no differences in their exposure to the mass media.4. The two groups of chief executive civil servants mentioned showed significant differences in their attitudes towards the Act regarding four items : their beliefs in the Act, the positive effect implementation of the Act on the state offices, the public benefits gained from the implementation of the Act, and effect of the implementation of the Act on society.5. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the Act regarding the strength and weakness of the Act and the negative effect of the implementation of the Action the state office.6. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the efficiency of the offices responsible for the implementation of the Act.7. The two groups of chief executive civil servants mentioned showed significant differences in their attitudes towards the efficiency of the state offices for the implementation of the Act.8. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the public relations of the Act.6 89 - PublicationAttitudes of and Usage by Journalists regarding the Official Information Act B.E. 2540(University of the Thai Chamber of Commerce, 2007)
; University of the Thai Chamber of Commerce. School of Communication ArtsThis research aimed to study the knowledge and attitudes of Thai journalists towards the OfficialInformation Act, B.E. 2540, how it is used and problems using this Act. Data from 345 journalists (225journalists from 75 provinces and 120 journalists from the Bangkok area), and in-depth interview datafrom 9 journalists who have filed complaints for the disclosure of official information from governmentorganizations, were analyzed using frequency distribution percentages, mean and standard deviation,and Chi-squares. The findings were as follows.1. Most journalist had positive attitudes towards the Official Information Acts, B.E. 2540.2. Knowledge of the journalists regarding the Official Information Act, B.E 2540, had nostatistically different relationship with attitudes towards the Official Information Act , B.E. 2540, and oftheir use behavior, but had a statistically different relationship with the usage of the Act at a significantlevel of 0.05.3. Length of employment had no statistically different relationship with attitudes towards theOfficial Information Act, B.E. 2540, and use behavior of the journalists in general (except the access toinformation on complaints filed with the concerned offices at the significant level 0.05). However, it wasfound that the duration of employment had a statistically different relationship with the usage of the Act atthe significant level of 0.05.4. Attitudes of the journalists towards the Official Information Act, B.E. 2540, had no statisticallydifferent relationship with the use behavior, but had a statistically different relationship with the usage ofthe Official Information Act, B.E.2540, at the significant level of 0.05.5. The journalists pointed out two problems concerning the use of the Official Information Act,B.E.2540; 1) government organizations were reluctant to disclose the requested information, and 2) thejournalists needed more alternate access channels to official information from those specified in the Act.5 121 - PublicationBrand Building Strategy of Thai Magazine(University of the Thai Chamber of Commerce, 2007)
; ;School of Communication ArtsUniversity of the Thai Chamber of Commerce. School of Communication ArtsA research of the tactic for creating the brand (logo) for Thai magazines which have theobjectives for knowledge and understanding concerning the process and procedure includingthe tactic used for creating the brand for Thai magazine in order to reach the demand of itstarget and consistent with marketing situation and current magazine competition; the resultsfrom studying and researching of this research are follows:Most magazines including Thai magazines realize and understand to create the brandbecause of high competition in magazine market. Magazine is an important media; it can makea good benefit if we compare with the investment and it is stable if we compare with othermedia. One of the tactics which have been used is to be granted a copyright from popularforeign magazine for sellingTo creating the brand of magazine, it is important for started from paying attention forworker, modern content, creating simply character of brand. One thing that can make the brandof magazine to be strong is content and one the tactic that is used for magazine is the “cover”To using the method of efficiency communication marketing which is creating specialactivity is a marketing activity which a publisher has an opportunity to meet its reader andexchange their idea in order to receive the information for developing the brand and magazineto consisting with the reader’s demandWhether Thai magazine will be successful for creating the brand or not, it depends onthree factors 1) Clearly understanding reader which most of magazine will do the research forthis factor 2) Create content to be interesting and 3) to use a suitable method of communicationmarketing.17 119 - PublicationCommunication and Management of Anxiety and Crisis Between Thai Public Health Professionals and Patients in Amphoe Wiang Sa, Changwat Nan(University of the Thai Chamber of Commerce, 2011)
; ;School of Communication ArtsUniversity of the Thai Chamber of Commerce. School of Communication ArtsThis research applies the methodology of Conversation Analysis (CA) to study how nurses, patients and families members talk about anxiety and crisis. In studying interaction, it goes beyond limited methods for collecting participants’ opinions and reveals processes of negotiation of meaning in naturally occurring data. This research is the result of six months’ field work in Changwat Nan, during which 40 counselling sessions were video recorded: 9 in Wiangsa hospital, 4 in district public health centers and 27 in patients’ homes. Direct observation and in-depth interview were used for supplementary data collection. The principal results are 1) Communication on cancer was not only restricted to health talk. Different topics were brought into discussion; namely symptoms such as pain, family economy, children’s education, sexuality and the issue of dread. Topics discussed were co-constructed by participants.2) The structure of talking about death falls into 4 stages; opening, elaboration and awareness of dying, focus on patient’s own death and exit from the death context. The use of clue, the conversion of a general question into a specific question, references to third parties, list-construction, repairs, gestures, issues of family, property and funeral assistance fund were applied in health and dying consultations.3) The meaning of death was socially constructed by interlocutors. They regarded death as a way of eliminating suffering pain, the matter to be explained by religion, a way to avoid life suffering, the failure of science, and they sought to reduce its control over life and perception. Indirect address, the use of gaze and gesture, blame and reformulation of the topic rendered death taboo.4) Patients have their own techniques to grapple with suffering pain. They applied meditation, religion and breathing control. Patients with different level of pains used different linguistic utterances. Pains shaped the type of linguistic use, and vice-versa the language could indicate how much they felt pain.14 254 - PublicationLanguage Usage for the Front Page Headline of Newspaper with Reflection of Political Violence in March–May 2010(University of the Thai Chamber of Commerce, 2013)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe aim of this research is to study and compare the language used in the front page headline of newspapers in various dimension: frequency, size of areas used for agenda, now the headlines are framed through the use of language aimed to depict the image and how they positioned themselves as they criticized the government, the red t-shirt group, and the other groups related to political violence issues.The data were collected from headlines of three newspapers focusing on banners between March 12 and May 19, 2010 in selected newspaper “Thairath”, representing popular newspaper, “Matichon”, as quality newspaper and “Naewna”, represented semi-quality and semi-popular newspaper. In total 207 headlines were examined.The results indicate that all three newspapers emphasized that the Thai political violence was initiated by the red t-shirt’s movement was the most used theme. Matichon was underlined this particular issue most often. The second devoted its space to the second topic was the emphasis on the government as the one who initiated the violence. Like the first theme, Matichon was also the one who most often emphasized this issue. The third the emphasis on the other groups as the Thai political violence initiators, which most appeared in Naewna.Finding also reveal that the most areas size of banner on all three newspapers was given to the news claiming the red t-shirt group was responsible for the violence. This was most seen in Thairath. The second was given to the news that claimed responsibility from the government most found in Matichon. The third the news regarding the other groups as the violence initiations most respectively appeared in Thairath.Content analysis to better understand media framing found that the samples used only nicknames to identify an individual or groups that represented the red t-shirt and the other groups related to political violence.With regard to word usage to depict the image of the political violence, it was found that popular newspaper (Thairath) and the semi-quality and semi-popular newspaper (Naewna) presented the higher rate of such the word usage, comparing to Matichon, the quality newspaper. This was supported by the hypothesis testing at the 0.05 level of significance. Naewna used the most numbers of words making the highest average rate of the word usage regarding the political violence. In respect with agenda setting, the distinction of the hypothesis testing at the 0.05 level of significance indicate that the popular newspaper (Thairath), the semi-quality and semi-popular newspaper (Naewna), and the quality newspaper (Matichon) showed their positive points of view towards the government side. Naewna most showed its the positive points of view toward the government side, followed by Matichon and Thairath respectively.14 201 - PublicationSpecial Events for Brand Communication of Business Corporations in Thailand(University of the Thai Chamber of Commerce, 2013)
; University of the Thai Chamber of Commerce. School of Communication ArtsPreviously, the research in special events focused on the study of strategies orefficiency of individual events. However, this research tried to understand themanagement of special events for brand communication in a holistic manner in order toseek out the pattern and conduct of special events for brand communication inThailand.The research objectives were to explore the meaning of special events for brandcommunication and the factors the event practitioners using as guidelines to createspecial events, the format of special events and the procedure of special eventsmanagement, the relationship between creativity and special events for brandcommunication, and the important skills of Thai practitioners in special eventmanagement. The Grounded Theory was applied as a main research methodology.Data was derived from the observation in 11 created special events of businesscorporations and the observation as participant in an event organiser, as well as indepthinterviews with 6 practitioners. Data from three methods was triangulated toanswer five research questions. Results were as follows. 1) Special events for brand communication were one of the two-waycommunication methods. With the unique characteristic, they created first-handexperience to target audience through five senses - form, taste, smell, sound and touch- in order to provide interaction between target audience and the brand. To createspecial events, the practitioners commonly considered three important factors:communication objectives, target audience and key messages.2) The formats of special events found in this study included Product Launch,Press Launch, Thank-you Party, CSR Events, Media Events, Dealer Conferences,Concerts, Exhibitions, Internal Conferences and Road Shows.3) The procedure of special event management fell into four stages, starting fromresearch, detailed planning, execution and evaluation.4) Creativity was the significant element in the special event management andplayed the major role in proposal design process. However, the creativity must serveorganisation’s marketing strategies as well. Therefore, special events not onlycommunicated brand creatively, but also reflected brand identity.5) The important skills for Thai practitioners in special event managementincluded 7 skills, namely knowledge, management, problem-solving, teamwork,communication, computer, and personal qualification such as hard-working, fastlearning, or attention to details.27 217 - PublicationThailand’s Tourism Destination’s Traveling Behavior, Information Exposure, Brand Image Perception, and Brand(University of the Thai Chamber of Commerce, 2011)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe objective of this research is to study tourist traveling behavior, information exposure, brand image perception and brand equity acceptance of tourism destinations in Thailand. The survey method employed questionnaires of 377 Thai tourists and 382 foreign tourists. The results are summarized as follows:1. Thai tourists are mostly 21-30 year old single females, are educated to bachelor degree level, earn 10,001-20,000 baht/month, work in an office, live in Bangkok. Foreign tourists are mostly 21-30 year old single males, are educated to bachelor degree level, earn more than 2,500 US dollars/month, work freelance, and live in Malaysia.2. Chiangmai is most favored destination for both Thai and foreign tourists because of its good climate, unique culture, and friendly people. Thai tourists travel to Thailand’s tourism destinations for trips lasting 3-4 days, once per year, spend 2,501-7,500 baht per trip, use their own vehicle, travel with family, stay in a 1-3 star hotel, and travel during March-June. Foreign tourists travel for trip lasting 3-4 days, once per year, spend more than 10,000 baht per trip, use taxis, travel with family or friends, stay in a guesthouse, and travel during November-February.3. Thai tourists reported exposure to travel information at an “average” level through travel guides, internet, television, magazine, friends/acquaintance, newspapers, and tourism events/exhibitions. Foreign tourists reported exposure to travel information at an “average” level through travel guides, internet, and television.4. The brand image of Thailand’s tourism destinations which Thai tourists perceive at a “good” level are shopping venues variety, colorful nightlife, tourist attraction variety, tourist attraction beauty, economy growth, accommodation quality, entertainment venues variety, and food taste and food variety. The brand image factors at a “good” level perceived by foreign tourists are: colorful nightlife, economy growth, accommodation quality, entertainment venues variety, food taste and food variety, and integration of foreign residents. However, the only brand image factor perceived by both Thai and foreign tourists at a “bad” level is the problem of beggars.5. The brand equity of Thailand’s tourism destinations which Thai tourists report “agree” are remembering the name of this city, recommending this city, traveling to this city again, and having good fun. Foreign tourists report “agree” with the statements remembering the name of this city, tending to mention this city, traveling to this city again, recommending this city to friends, and choosing to travel to this city again even though others are more interesting.6. The places which Thai tourists desire to travel at a “high” level are food shops/food centers/food venues, and walking street/weekend markets. The places which foreign tourists desire to travel at a “high” level are food shops/food centers/food venues, local markets/floating markets, and entertainment venues/karaoke/pubs.7. Thai tourists have a significantly different traveling behavior, information exposure, brand image perception, and brand equity acceptance of Thailand’s tourism destination from foreign tourists.8. Thai and foreign tourists who have different demographic status i.e. gender, age, education, income, and marital status have significantly different information exposure, brand image perception, and brand equity acceptance of Thailand’s tourism destination.9. A varimax rotation produced the five final factor analysis. These factors have been labeled as (1) city’s quality and convenience (2) city’s social status and culture (3) city’s atmosphere and social management (4) city’s value for money and livable feeling (5) city’s problem management.10. Factors affecting Thai tourists’ desire to travel to Thailand’s tourism destinations are brand image perception and factors affecting foreign tourists’ desire to travel to Thailand’s tourism destinations are brand equity acceptance.81 315 - PublicationThe Perception of “Brand Sense Dimension” and Brand Loyalty towards “Doi Kham” Products of the Royal Project Foundation(University of the Thai Chamber of Commerce, 2007)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe objective of this research is to study “Doi Kham” product consumers’ purchasing behavior, perception of brand sense dimension, and brand loyalty, and to study the relationship between the perception of brand sense dimension and the brand loyalty of “Doi Kham” products. The survey method employed questionnaires of 768 “Doi Kham” consumers in Bangkok and Chiangmai. Data were analyzed by t-test and One-way ANOVA and relationship testing by Pearson’s Product Moment Correlation Coefficient. The result is as follows:1. Most consumers are single female, who are teachers or students, aged between 20-29 years old, have bachelor degree, earn 10,000-19,999 baht per month, and live in Bangkok.2. Most consumers purchase winter vegetables and preserved products at Doi Kham shops, 2-3 times per month. They have purchased for more than six years, to use or consume them at home.3. Consumer’s perception of “Doi Kham” taste is the greatest whereas that of “Doi Kham” sight is the least. Most “Doi Kham” consumers perceive the name “Doi Kham” to be a high quality brand primarily associated with the Thai King. Secondarily with good taste, and thirdly with benefit to health.4. Most “Doi Kham” consumers are very loyal to the “Doi Kham” brand. When asked whether they will buy other products instead of “Doi Kham” when “Doi Kham” is not available, they expressed only moderate brand loyalty.5. Consumers who have different gender, age, income, occupation, marital status and place of residence have significantly different perception of brand sense dimension of “Doi Kham” products. They have different perceptions of sight, taste, sound, and touch but not smell of “Doi Kham” products. On the other hand, perception of brand sense dimension is not significantly different between consumers with different levels of education.6. Consumers who have different age, income, marital status, and place of residence have significantly different brand loyalty of “Doi Kham” products. However, consumers who differ in gender or level of education don’t significantly have different brand loyalty of “Doi Kham” products.7. The perception of brand sense dimension is significantly correlated with the brand loyalty of "Doi Kham" products at level 0.01.23 288 - PublicationThe Preparation of Story Package for News Production: A Case Study of 3 Online Newspapers in England(University of the Thai Chamber of Commerce, 2011)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe objective of this qualitative research is to study about the preparation of story package for news production of 3 online newspapers in England which are The Daily Telegraph, The Star and The Metro by using a case study method. The data collection consists of the web masters’ interviews. The findings are as follows :1. The preparation of story package for news production began around 2006-2007 with the purpose of adding values to news contents to meet readers’ demand.2. Story packages for news production are found various forms including video clips, audio clips, photo galleries, web boards, forums, discussion groups, chats, archives of news database, search engines, e-mails to editors, hyperlinks to news background or previous news pages and external links to some relating web sites, organizations, and topics.3. Each newspaper organization has different procedures in preparing story packages: some newspapers may edit news broadcasts (audio and/or video) to limit the length while some others may not edit the clips.9 625 - PublicationThe Strategies and the Use of Humour Language in the Series Breaks of the Variety Game Show “Ching Roy Ching Laan”(University of the Thai Chamber of Commerce, 2008)
; University of the Thai Chamber of Commerce. School of Communication ArtsThis research was conducted with the aim to study the strategies and the use of humour language in the series breaks of the variety game show “Ching Roy Ching Laan”. It was the gathering of information from various sources and the transcribing of the 130 shows into the written scripts for analysis and research writing.The research also began with the recipient-interaction test among 30 targeted viewers including the researcher and co-researchers. The purpose was to observe the interactions and to interview them in order to extract the information for the analysis. Then, the researcher used the analytical description to present the result of the research.The research results showed that the program studied had the humour-boosting strategies as follows: bullying, shifting topics, changing the moods, and emphasizing actors’ characteristics which were the outstanding humor in this study. Other interesting strategies to make the shows humorous are doing intentional mistakes, flirting and saying dirty jokes, misunderstanding, worsening the situations, copying, switching roles, giving scenes to others, being beyond the situation contexts, showing off fames, touching the audience’s mind, paralyzing, story flowing, and other strategic supports . In terms of language use, the puns are the highlighted strategy. Moreover, the non-standard language, tones of language, contrastive language, jargons, riddles, metaphors, exaggerations, skipped words, neologisms, and rhythm and pause. In conclusion, humours found in the comedy series breaks of Ching Roy Ching Laan game show were created with the uses of language as tools of communication through various strategies, suitably and accordingly.28 1363 - PublicationTransnational Cinemas in Southeast Asia: Good Morning Luang Prabang (2008), Pleasure Factory (2007), and That Sounds Good (2010)(University of the Thai Chamber of Commerce, 2013)
; University of the Thai Chamber of Commerce. School of Communication ArtsThis study examines the thematic and cinematic elements of three films. The selected films are Good Morning Luang Prabang or Sabaidee Luang Prabang (2008), Pleasure Factory or Rong-ngan Arom (2007) and That Sounds Good or Rao Song Sam Khon (2010). The films are studied via the lens of Transnational Cinemas in the various film genres, and yet the entire paper gives the reader a deeper understanding of the film text and socio-cultural context in which the films were made and released.The findings are as follows:Good Morning Luang Prabang or Sabaidee Luang Prabang (2008) is the first private funded Lao film in 33 years. The film is a co-production of Laos and Thai companies. The film is full of Transnational Cinema elements including border crossing, the representation of cultural identities of the two nations. These cultural identities are represented through the film’s romantic comedy genre. The storyline is related through themes of memory, longing and nostalgia. Still, the plot is simple and does not touch upon any sensitive subject matter due to the control from Laos Ministry of Information and Culture. The cultural and ideological expression of Laos and Thai are exchanged in the narrative and the film production.Pleasure Factory (2007) is a co-production of Singapore and Hong Kong-Netherlands companies. Unlike the Thai-Laos co-production, Pleasure Factory depicts subjects that are traditionally hidden in Asian Society, such as prostitution, same-sex relationship and female sexual pleasure. The film manifests its transnational elements by employing the actors from different nationalities along with the Diasporic characteristic of the film casts and crews. The film portrays sexual representation with Art Cinema elements that attract festival filmgoers. Even though the Singapore authority allows the film to be made and released, some parts of same-sex intimate relationship scenes were removed. The strictness of censorship in Singapore is lessened than before to a certain extent.That Sounds Good or Rao Song Sam Khon (2010) was made solely by a Thai company. The film contains Transnational Cinema elements via the journey of the characters from Thailand to Laos and Vietnam. Most of the film casts are Thai and the characters do not socialize with the locals. One of the Vietnamese female characters is exploited by the Thai male gaze which, at the time of this research is conducted, will not be allowed to appear in Lao transnational films. The disabled characters are also projected in the film. The film represents these characters’ point of view with deteriorated audio-visual qualities. With the film’s romantic comedy genre, the disabled characters are portrayed in a comical way.33 309