Proud Arunrangsiwed | Suan Sunandha Rajabhat University (Thailand) (original) (raw)
Papers by Proud Arunrangsiwed
Suan Sunandha Rajabhat University, 2019
Nowadays, music videos could be easily accessed, viewed, and engaged by fans. This kind of media ... more Nowadays, music videos could be easily accessed, viewed, and engaged by fans. This kind of media has ability to convey the story of fictional characters and, at the same time, emotion of songs from the artists to their audiences. The current study aims to analyze the emotion expression through the fictional characters and symbolic communication in music videos of the band, Lomosonic. Textual analysis was used to examine 15 selected music videos. The selection criteria are that each music video has to consist of fictional character(s), not just band members. The results show that there are 3 stages of emotion expression, (1) aggression, (2) loneliness, and (3) repentance or sincerely regret. Aggressive acts were mostly done by male characters, which consequently caused the break-up. Aggression is symbolically defined by color and fire. For loneliness, the characters directly showed their loneliness by being alone, sad, and ruminative. Some part of music videos used the images of blank ocean and empty street to describe the stage of loneliness. For the stage of repentance, most male characters which repented after the break-up could not find their happy ending. In contrast, the male character, who felt regret that he did not provide enough time for his mother, could find the happy ending by visiting his mother at the end of music video. The researchers suggest that the producer and artists should blend (1) storytelling, (2) symbolic message, and (3) emotion expression, all together, in order to heighten the capacity of music videos to convey the meaningful message to the audiences. Last but not least, they should use music videos as tools to mobilize the society and teach the fans with positive messages, such as the fictional characters could have a happy ending, after they could repent.
Suan Sunandha Rajabhat University, 2019
Many films, today, have been remade by producers with different nation(s). The objectives of the ... more Many films, today, have been remade by producers with different nation(s). The objectives of the present study are to compare two versions of the films, “Be With You,” the Japanese version (2004) and Korean version (2018). Textual analysis was used to analyze and compare both films. The themes used to examine are the quality of film structure and cultural communication. the results show that Korean version consists of more enjoyment and hard-working role of parent, but less cultural communication compared to Japanese version. Patriarchy and gender inequality are also found in Korean version, even it was released in 2018. Future studies should compare the films or media which were remade with directors or producers with extremely different cultural background, such as Thai and American. Thai media-related organization should import Korean films that could benefit young audiences and heighten their cultural knowledge, rather than just import random teenager-related-Korean dramas, genre of which could simply be produced by Thai media producers.
Kanchanaburi Rajabhat University, 2019
High-grossing films could send an impact to a large group of audiences, such as the fans of super... more High-grossing films could send an impact to a large group of audiences, such as the fans of superhero films. The authors of this paper chose to discuss the roles of the minority characters in Marvel Studios films, because many people from many countries all around the world are the fans of these films. The minority characters in this case are women, people with LGBT identity, and people with color. The authors found that these characters had a certain level of capacity, supernatural power, and intelligence, but stereotype and identity discrimination were still portrayed. The authors suggest that media producers and script writers should provide a better role for these characters, such as leadership. This could help teach media audiences, especially young adolescents to have a positive attitude toward minority, accept the equality in the society, and not discriminate against people with different genders and colors.
เนื่องจากภาพยนตร์ที่ทำรายได้สูงอย่างภาพยนตร์แนวซูเปอร์ฮีโร่นั้นสามารถก่อให้เกิดอิทธิพลต่อผู้ชมในวงกว้าง โดยเฉพาะอย่างยิ่งกลุ่มคนที่ชื่นชอบตัวละครในภาพยนตร์เหล่านี้ ผู้เขียนจึงเลือกวิเคราะห์ภาพยนตร์ที่ผลิตโดยมาร์เวลสตูดิโอส์ ซึ่งมีกลุ่มแฟน ๆ จำนวนมากจากหลายประเทศ เพื่อวิเคราะห์ความเหมาะสมของตัวละครที่เป็นผู้ด้อย เช่น สตรี เพศที่สาม และคนผิวสี ซึ่งผู้เขียนพบว่าตัวละครเหล่านี้มีความสามารถ และหลายตัวมีความเก่ง มีความฉลาด แต่บทบาทของตัวละครบางตัวยังคงสอนการเหมารวม การแบ่งแยก การเหยียดเพศและเหยียดสีผิวอยู่ ผู้เขียนจึงแนะนำให้ผู้ผลิตสื่อและคนเขียนบท ให้บทบาทที่ดีขึ้น และมอบบุคลิกความเป็นผู้นำให้แก่ตัวละครเหล่านี้ เพื่อที่จะได้สอนผู้ชม โดยเฉพาะอย่างยิ่งเยาวชน ให้มีทัศนคติที่ดีและยอมรับในความเท่าเทียมกันของคนรอบข้าง ไม่เลือกปฏิบัติโดยแบ่งเพศและสีผิว
Kanchanaburi Rajabhat University, 2019
This article was written to fathom the role of the main female character in the movie, "All the M... more This article was written to fathom the role of the main female character in the movie, "All the Money in the World," which was directed by Ridley Scott, portraying the effort of powerless mother who tries to retrieve her son from the kidnapping. The power inequality was strongly shown in the film, compared between Gail, the powerless mother of kidnapped son, and J. Paul Getty, the powerful billionaire, who did not need to pay much money to criminal. This film might be considered as female empowerment, since the main female character, Gail, fight to help for her own son, even there was lack of help from J. Paul Getty. The film shows that J. Paul Getty discriminated against Gail by not providing her the money, power, and trust. Earlier, Gail was also deceived by him, too. Because this film was written based on a true story, the authors of this paper suggest that the fictional films must be able to provide a better role for women.
The Association of Thai Digital Industries, 2019
This article reveals the evolution of the fictional character in X-Men comic book, named, Northst... more This article reveals the evolution of the fictional character in X-Men comic book, named, Northstar. This character was originally unimportant and often killed by other characters. Gay murdering is not only stereotype of gay appeared in media, but gay men is often linked to HIV and activism. Northstar also adopted a child with HIV infected and engaged the activism. Later, the comic writers and artists provide him a better role and gender equality. This might be because of the changing in mainstream cultures. However, the good narrative media should not just follow the mainstream culture, but they should suggest their audiences about to solve and understand the current problem and how to move the society as the whole to the better future.
บทความนี้กล่าวถึงวิวัฒนาการโดยสังเขปของตัวละครนอร์ทสตาร์ (Northstar) ในหนังสือการ์ตูนเรื่อง เอ็กซ์เมน (X-Men) ซึ่งเดิมทีเป็นตัวละครที่ไม่ค่อยมีความสำคัญ มักตกเป็นเหยื่อของการสังหารโดยตัวละครตัวอื่นหลายครั้ง และถูกเหมารวมโดยเชื่อมโยงบทบาทกับโรคเอดส์และการประท้วงเกี่ยวกับการเรียกร้องสิทธิ์ แต่ในภายหลังผู้เขียนหนังสือการ์ตูนได้ให้บทบาทที่สร้างความเท่าเทียมกันทางเพศมากขึ้น อาจเกิดจากยุคสมัยที่เปลี่ยนไปและมีการยอมรับเพศที่สาม บทความนี้ให้ข้อเสนอแนะว่าสื่อสามารถช่วยขับเคลื่อนสังคมโดยจุดประกายความคิดให้ผู้ชมทำในสิ่งที่ควรทำ แม้สิ่งนั้น ๆ อาจยังไม่เป็นที่ยอมรับหรือเข้าใจโดยคนส่วนใหญ่
เนื่องจากแฟนๆ ได้รับอิทธิพลจากดาราที่ตนเองชื่นชอบ งานวิจัยนี้จึงมีวัตถุประสงค์เพื่อทดสอบว่าการแต่... more เนื่องจากแฟนๆ ได้รับอิทธิพลจากดาราที่ตนเองชื่นชอบ งานวิจัยนี้จึงมีวัตถุประสงค์เพื่อทดสอบว่าการแต่งกายที่เหมาะสมและการมีกล้ามเนื้อของดารา จะส่งผลต่อการออกกำลังกายของแฟนๆ หรือไม่ และทดสอบว่าการออกกำลังกายนั้นจะทำให้แฟนๆ สุขภาพดีหรือไม่ การวิจัยเชิงปริมาณได้ถูกนำมาใช้เพื่อศึกษาความสัมพันธ์ระหว่างตัวแปรดังกล่าว โดยใช้สัมประสิทธิ์สหสัมพันธ์ และ การวิเคราะห์เส้นทาง ผู้ให้ข้อมูลในแบบสอบถามมีจำนวน 150 คน โดยเมื่อผ่านการคัดกรอง แบบสอบถามที่สามารถนำมาใช้ในการวิเคราะห์ได้มี 136 ชุด ผลการวิจัยไม่พบความสัมพันธ์ใดๆ ระหว่าง การออกกำลังกายของแฟนๆ การแต่งกายที่เหมาะสมและการมีกล้ามเนื้อของดารา แต่พบนัยสำคัญทางสถิติระหว่างตัวแปรการออกกำลังกายของแฟนๆ และสุขภาพที่ดีของพวกเขา งานวิจัยนี้จึงมีข้อเสนอแนะว่าผู้จัดการทางการตลาดและการรณรงค์ต่างๆ อาจพิจารณาไม่ใช้ดาราในการส่งเสริมการรับรู้ของผู้บริโภค หากแต่อาจใช้ทางเลือกอื่น เช่น ใช้บุคคลทั่วไปที่มีความคล้ายคลึงกับกลุ่มเป้าหมาย ใช้ตุ๊กตามาสค็อต หรือ ใช้ผู้บริหารของบริษัทแทนการใช้ดารา
The high competitive market has become an important concern, where the marketers and scholars tri... more The high competitive market has become an important concern, where the marketers and scholars tried to identify its solution. Creative economy is one of the strategies which can be used to solve this issue. To heighten perceived product value is a part of creative economy principle, which has been frequently explored in many research studies. The current article aims primarily to show an overview regarding creative economy and perceived product value added with the examples in the area of communication arts and some related ethics.
Teachers and university lecturers face an unsolved problem, which is students’ multitasking... more Teachers and university lecturers face an unsolved problem, which is students’ multitasking behaviors during class time, such as texting or playing a game. It is important to examine the most powerful predictor that can result in students’ educational performances. Meta-analysis was used to analyze the research articles, which were published with the keywords, multitasking, class performance, and texting. We selected 14 research articles published during 2008-2013 from online databases, and four articles met the predetermined inclusion criteria. Effect size of each pair of variables was used as the dependent variable. The findings revealed that the students’ expectancy and value on SNSs usages is the best significant predictor of their educational performances, followed by their motivation and ability in using SNSs, prior educational performances, usage behaviors of SNSs in class, and their personal characteristics, respectively. Future study should conduct a longitudinal design to better understand the effect of multitasking in the classroom.
This article includes the findings of previous research based on (1) educational media, (2) proso... more This article includes the findings of previous research based on (1) educational media, (2) prosocial media, and (3) the methods regarding the use of entertainment media for education. To incorporate media in classroom could help increase students' learning motivation, heighten class performance, and improve learning process. Entertainment media such as films and animated films should be used, since most students have prior preference which is a positive source for enhancing their learning motivation. The instructors could assign the students to analyze the media, which will result in the development of their thinking skills. Students may rewrite the plot by removing the violence and increasing the prosocial message. Moreover, the instructors should use the same social network sites or applications as their students and perform themselves as the fans of media which the students like. This will help the students identify with their instructors and their learning motivation will be maximized. As the results of this, this process could benefit the students in various aspects in both classroom context and their future career.
Since media have both positive and negative influences on their audiences, the educator should id... more Since media have both positive and negative influences on their audiences, the educator should identify the way to use media to benefit the audiences, especially the students. The current study used movies as the source for the students to learn and classify crisis response strategies. The participants were 47 students from a large university in Bangkok. The researcher assigned them to watch 4 movies and look for the circumstance that movie characters use crisis response strategies. The findings revealed that the students' understanding regarding crisis response strategies were continuously improved all along the process. There were the significant difference among their scores based on the first, second, and third movies, but there was no difference found between third and fourth movies. This implies watching only three movies was sufficient to develop students' understanding about crisis response strategies. Future studies should test this learning strategy in other classes or other lessons, and the researchers in this field should suggest ways to improve media content and improve media literacy skills in their students.
Emo is a subculture, boomed in past 10 years, which was targeted by the outsiders and was examine... more Emo is a subculture, boomed in past 10 years, which was targeted by the outsiders and was examined by scholars. However, no study has investigated the age of emo revival. The current study was conducted to understand the revival of this subculture by using participant observation and descriptive narrative based on researcher' experience. Music genre, emo fans' dressing, and behaviors during the watching the music live show were observed. The band which provided the show in the current study is Mayday Parade. The changing in dressing is more noticeable than other two dimensions. The researcher also discussed her actual experience during the show that when her identity was aroused, it could result in her self-esteem and positive feeling toward self. Future study should fathom the development and transformation of other cultures and should also test the stereotype of emo kids from past 10 years in the present day.
It was important to understand the impact of media in young adolescents. The animated film, Khun ... more It was important to understand the impact of media in young adolescents. The animated film, Khun Tong Dang the Inspirations (2015), was purposefully created for teaching young children to have a positive personal trait. The current study used this film as the case study. The objective is to understand the relationship between the good characteristic of movie audiences and their perception of the good characteristic of a movie character. One-hundred students from various age ranges responded to quantitative questionnaires. The questions included their age, gender, perception about their own personal traits, perception about their experiences with others, and perception about the bravery, intelligence, and gratefulness of the character. It was found that a good personal trait has a strong relationship with the perception of bravery, intelligence, and gratefulness of the character.
Crisis management strategies could be found in various curriculums, not only in schools of busine... more Crisis management strategies could be found in various curriculums, not only in schools of business, but also schools of communication. Young students, such as freshmen and sophomores of undergraduate schools, may not care about learning crisis management strategies. Moreover, crisis management strategies are not a topic art students are familiar with. The current paper discusses a way to adapt entertainment media into a crisis management lesson, and the importance of learning crisis management strategies in the school of animation. Students could learn crisis management strategies by watching movies with content about a crisis and responding to crisis responding. The students should then participate in follow up discussions related to the strategies that were used to address the crisis, as well as their success in solving the crisis
Brand mascots are the cartoon characters, which are mainly designed for advertising or other rela... more Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers' decision and consumers' intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.
Lately, many media organizations in Thailand have started to produce 3D animation, so the quality... more Lately, many media organizations in Thailand have started to produce 3D animation, so the quality of personnel should be identified. As an instructor in the school of Animation and Multimedia, the researchers have to prepare the students, suitable for the need of industry. The current study used exploratory research design to establish the knowledge of about this issue, including the required qualification of employees and the potential of animation industry in Thailand. The interview sessions involved three key informants from three well-known organizations. The interview data was used to design a questionnaire for the confirmation phase. The overall results showed that the industry needed an individual with 3D animation skill, computer graphic skills, good communication skills, a high responsibility, and an ability to finish the project on time. Moreover, it is also found that there were currently various kinds of media where 3D animation has been involved, such as films, TV variety, TV advertising, online advertising, and application on mobile device.
three decades. Both endorsers can effectively transfer their reputation to corporate image and ca... more three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.
Slash or Yaoi fan art is the artwork that contains a homosexual relationship between fictional ma... more Slash or Yaoi fan art is the artwork that contains a homosexual relationship between fictional male characters, who were heterosexual in the original media. Previous belief about Slash or Yaoi fan art is that the fan fiction writers and the fan artists need to see the equality in romantic relationship. They do not prefer the pairing of man and woman, since both genders are not equal. The objectives of the current study are to confirm this belief, and to examine the relationship between equality found in Slash fan art, friendship in original media, and violence contained in fan art. Mean comparisons show that equality could be found in the pairing of hero and hero, but rarely found in the pairing of hero and villain. Regression analysis shows that the level of equality in fan art and friendship in original media are significant predictors of violence contained in fan art. Since villain-related pairings yield a high level of violence in fan art and a low level of equality, researchers of future studies should find the strategies to prevent fans to include villains in their Slash or Yaoi fan art.
Many previous studies have agreed that narcissism is associated with many negative traits, negati... more Many previous studies have agreed that narcissism is associated with many negative traits, negative behaviors and depression. Creating artwork, in contrast, benefits life outcomes and heals mental illness. The objective of the current study is to examine the relationship between narcissism and the achievement of artists on deviantArt.com. To measure level of narcissism, Artist's Narcissism scale was tested
with art and non-art students at a Midwestern university in the United States before using in this study. DeviantArt’s account statistics data were considered as online achievement. These data were collected from 119 deviantArt users, randomly selected by their online time. Correlation analysis showed a statistic significant relationship between narcissism and the achievement of artists. Although it seems that narcissism might not be harmful for these artists, future research should look for the reason behind this relationship, if narcissism might have an effect on the style of artwork.
—This study analyzes the crisis management and image repair strategies during the crisis of Mahid... more —This study analyzes the crisis management and image repair strategies during the crisis of Mahidol Wittayanusorn School (MWIT) library burning. The library of this school was burned by a 16-year-old-male student on June 6th, 2010. This student blamed the school that the lesson was difficult, and other students were selfish. Although no one was in the building during the fire, it had caused damage to the building, books and electronic supplies around 130 million bahts (4.4 million USD). This event aroused many discourses arguing about the education system and morality. The strategies which were used during crisis were denial, shift the blame, bolstering, minimization, and uncertainty reduction. The results of using these strategies appeared after the crisis. That was the numbers of new students, who registered for the examination to get into this school in the later years, have remained the same.
This research is a collaborative narrative research, which is mixed with issues of selected paper... more This research is a collaborative narrative research, which is mixed with issues of selected papers and researcher's experience as an anonymous user on social networking sites. The objective of this research is to understand the reasons of the regular users who reject to contact with anonymous users, and to study the communication traditions used in the selected studies. Anonymous users are rejected by regular users, because of the fear of cyber bully, the fear of unpleasant behaviors, and unwillingness of changing communication norm. The suggestion for future research design is to use longitudinal design or quantitative design; and the theory in rhetorical tradition should be able to help develop a strong trust message.
Suan Sunandha Rajabhat University, 2019
Nowadays, music videos could be easily accessed, viewed, and engaged by fans. This kind of media ... more Nowadays, music videos could be easily accessed, viewed, and engaged by fans. This kind of media has ability to convey the story of fictional characters and, at the same time, emotion of songs from the artists to their audiences. The current study aims to analyze the emotion expression through the fictional characters and symbolic communication in music videos of the band, Lomosonic. Textual analysis was used to examine 15 selected music videos. The selection criteria are that each music video has to consist of fictional character(s), not just band members. The results show that there are 3 stages of emotion expression, (1) aggression, (2) loneliness, and (3) repentance or sincerely regret. Aggressive acts were mostly done by male characters, which consequently caused the break-up. Aggression is symbolically defined by color and fire. For loneliness, the characters directly showed their loneliness by being alone, sad, and ruminative. Some part of music videos used the images of blank ocean and empty street to describe the stage of loneliness. For the stage of repentance, most male characters which repented after the break-up could not find their happy ending. In contrast, the male character, who felt regret that he did not provide enough time for his mother, could find the happy ending by visiting his mother at the end of music video. The researchers suggest that the producer and artists should blend (1) storytelling, (2) symbolic message, and (3) emotion expression, all together, in order to heighten the capacity of music videos to convey the meaningful message to the audiences. Last but not least, they should use music videos as tools to mobilize the society and teach the fans with positive messages, such as the fictional characters could have a happy ending, after they could repent.
Suan Sunandha Rajabhat University, 2019
Many films, today, have been remade by producers with different nation(s). The objectives of the ... more Many films, today, have been remade by producers with different nation(s). The objectives of the present study are to compare two versions of the films, “Be With You,” the Japanese version (2004) and Korean version (2018). Textual analysis was used to analyze and compare both films. The themes used to examine are the quality of film structure and cultural communication. the results show that Korean version consists of more enjoyment and hard-working role of parent, but less cultural communication compared to Japanese version. Patriarchy and gender inequality are also found in Korean version, even it was released in 2018. Future studies should compare the films or media which were remade with directors or producers with extremely different cultural background, such as Thai and American. Thai media-related organization should import Korean films that could benefit young audiences and heighten their cultural knowledge, rather than just import random teenager-related-Korean dramas, genre of which could simply be produced by Thai media producers.
Kanchanaburi Rajabhat University, 2019
High-grossing films could send an impact to a large group of audiences, such as the fans of super... more High-grossing films could send an impact to a large group of audiences, such as the fans of superhero films. The authors of this paper chose to discuss the roles of the minority characters in Marvel Studios films, because many people from many countries all around the world are the fans of these films. The minority characters in this case are women, people with LGBT identity, and people with color. The authors found that these characters had a certain level of capacity, supernatural power, and intelligence, but stereotype and identity discrimination were still portrayed. The authors suggest that media producers and script writers should provide a better role for these characters, such as leadership. This could help teach media audiences, especially young adolescents to have a positive attitude toward minority, accept the equality in the society, and not discriminate against people with different genders and colors.
เนื่องจากภาพยนตร์ที่ทำรายได้สูงอย่างภาพยนตร์แนวซูเปอร์ฮีโร่นั้นสามารถก่อให้เกิดอิทธิพลต่อผู้ชมในวงกว้าง โดยเฉพาะอย่างยิ่งกลุ่มคนที่ชื่นชอบตัวละครในภาพยนตร์เหล่านี้ ผู้เขียนจึงเลือกวิเคราะห์ภาพยนตร์ที่ผลิตโดยมาร์เวลสตูดิโอส์ ซึ่งมีกลุ่มแฟน ๆ จำนวนมากจากหลายประเทศ เพื่อวิเคราะห์ความเหมาะสมของตัวละครที่เป็นผู้ด้อย เช่น สตรี เพศที่สาม และคนผิวสี ซึ่งผู้เขียนพบว่าตัวละครเหล่านี้มีความสามารถ และหลายตัวมีความเก่ง มีความฉลาด แต่บทบาทของตัวละครบางตัวยังคงสอนการเหมารวม การแบ่งแยก การเหยียดเพศและเหยียดสีผิวอยู่ ผู้เขียนจึงแนะนำให้ผู้ผลิตสื่อและคนเขียนบท ให้บทบาทที่ดีขึ้น และมอบบุคลิกความเป็นผู้นำให้แก่ตัวละครเหล่านี้ เพื่อที่จะได้สอนผู้ชม โดยเฉพาะอย่างยิ่งเยาวชน ให้มีทัศนคติที่ดีและยอมรับในความเท่าเทียมกันของคนรอบข้าง ไม่เลือกปฏิบัติโดยแบ่งเพศและสีผิว
Kanchanaburi Rajabhat University, 2019
This article was written to fathom the role of the main female character in the movie, "All the M... more This article was written to fathom the role of the main female character in the movie, "All the Money in the World," which was directed by Ridley Scott, portraying the effort of powerless mother who tries to retrieve her son from the kidnapping. The power inequality was strongly shown in the film, compared between Gail, the powerless mother of kidnapped son, and J. Paul Getty, the powerful billionaire, who did not need to pay much money to criminal. This film might be considered as female empowerment, since the main female character, Gail, fight to help for her own son, even there was lack of help from J. Paul Getty. The film shows that J. Paul Getty discriminated against Gail by not providing her the money, power, and trust. Earlier, Gail was also deceived by him, too. Because this film was written based on a true story, the authors of this paper suggest that the fictional films must be able to provide a better role for women.
The Association of Thai Digital Industries, 2019
This article reveals the evolution of the fictional character in X-Men comic book, named, Northst... more This article reveals the evolution of the fictional character in X-Men comic book, named, Northstar. This character was originally unimportant and often killed by other characters. Gay murdering is not only stereotype of gay appeared in media, but gay men is often linked to HIV and activism. Northstar also adopted a child with HIV infected and engaged the activism. Later, the comic writers and artists provide him a better role and gender equality. This might be because of the changing in mainstream cultures. However, the good narrative media should not just follow the mainstream culture, but they should suggest their audiences about to solve and understand the current problem and how to move the society as the whole to the better future.
บทความนี้กล่าวถึงวิวัฒนาการโดยสังเขปของตัวละครนอร์ทสตาร์ (Northstar) ในหนังสือการ์ตูนเรื่อง เอ็กซ์เมน (X-Men) ซึ่งเดิมทีเป็นตัวละครที่ไม่ค่อยมีความสำคัญ มักตกเป็นเหยื่อของการสังหารโดยตัวละครตัวอื่นหลายครั้ง และถูกเหมารวมโดยเชื่อมโยงบทบาทกับโรคเอดส์และการประท้วงเกี่ยวกับการเรียกร้องสิทธิ์ แต่ในภายหลังผู้เขียนหนังสือการ์ตูนได้ให้บทบาทที่สร้างความเท่าเทียมกันทางเพศมากขึ้น อาจเกิดจากยุคสมัยที่เปลี่ยนไปและมีการยอมรับเพศที่สาม บทความนี้ให้ข้อเสนอแนะว่าสื่อสามารถช่วยขับเคลื่อนสังคมโดยจุดประกายความคิดให้ผู้ชมทำในสิ่งที่ควรทำ แม้สิ่งนั้น ๆ อาจยังไม่เป็นที่ยอมรับหรือเข้าใจโดยคนส่วนใหญ่
เนื่องจากแฟนๆ ได้รับอิทธิพลจากดาราที่ตนเองชื่นชอบ งานวิจัยนี้จึงมีวัตถุประสงค์เพื่อทดสอบว่าการแต่... more เนื่องจากแฟนๆ ได้รับอิทธิพลจากดาราที่ตนเองชื่นชอบ งานวิจัยนี้จึงมีวัตถุประสงค์เพื่อทดสอบว่าการแต่งกายที่เหมาะสมและการมีกล้ามเนื้อของดารา จะส่งผลต่อการออกกำลังกายของแฟนๆ หรือไม่ และทดสอบว่าการออกกำลังกายนั้นจะทำให้แฟนๆ สุขภาพดีหรือไม่ การวิจัยเชิงปริมาณได้ถูกนำมาใช้เพื่อศึกษาความสัมพันธ์ระหว่างตัวแปรดังกล่าว โดยใช้สัมประสิทธิ์สหสัมพันธ์ และ การวิเคราะห์เส้นทาง ผู้ให้ข้อมูลในแบบสอบถามมีจำนวน 150 คน โดยเมื่อผ่านการคัดกรอง แบบสอบถามที่สามารถนำมาใช้ในการวิเคราะห์ได้มี 136 ชุด ผลการวิจัยไม่พบความสัมพันธ์ใดๆ ระหว่าง การออกกำลังกายของแฟนๆ การแต่งกายที่เหมาะสมและการมีกล้ามเนื้อของดารา แต่พบนัยสำคัญทางสถิติระหว่างตัวแปรการออกกำลังกายของแฟนๆ และสุขภาพที่ดีของพวกเขา งานวิจัยนี้จึงมีข้อเสนอแนะว่าผู้จัดการทางการตลาดและการรณรงค์ต่างๆ อาจพิจารณาไม่ใช้ดาราในการส่งเสริมการรับรู้ของผู้บริโภค หากแต่อาจใช้ทางเลือกอื่น เช่น ใช้บุคคลทั่วไปที่มีความคล้ายคลึงกับกลุ่มเป้าหมาย ใช้ตุ๊กตามาสค็อต หรือ ใช้ผู้บริหารของบริษัทแทนการใช้ดารา
The high competitive market has become an important concern, where the marketers and scholars tri... more The high competitive market has become an important concern, where the marketers and scholars tried to identify its solution. Creative economy is one of the strategies which can be used to solve this issue. To heighten perceived product value is a part of creative economy principle, which has been frequently explored in many research studies. The current article aims primarily to show an overview regarding creative economy and perceived product value added with the examples in the area of communication arts and some related ethics.
Teachers and university lecturers face an unsolved problem, which is students’ multitasking... more Teachers and university lecturers face an unsolved problem, which is students’ multitasking behaviors during class time, such as texting or playing a game. It is important to examine the most powerful predictor that can result in students’ educational performances. Meta-analysis was used to analyze the research articles, which were published with the keywords, multitasking, class performance, and texting. We selected 14 research articles published during 2008-2013 from online databases, and four articles met the predetermined inclusion criteria. Effect size of each pair of variables was used as the dependent variable. The findings revealed that the students’ expectancy and value on SNSs usages is the best significant predictor of their educational performances, followed by their motivation and ability in using SNSs, prior educational performances, usage behaviors of SNSs in class, and their personal characteristics, respectively. Future study should conduct a longitudinal design to better understand the effect of multitasking in the classroom.
This article includes the findings of previous research based on (1) educational media, (2) proso... more This article includes the findings of previous research based on (1) educational media, (2) prosocial media, and (3) the methods regarding the use of entertainment media for education. To incorporate media in classroom could help increase students' learning motivation, heighten class performance, and improve learning process. Entertainment media such as films and animated films should be used, since most students have prior preference which is a positive source for enhancing their learning motivation. The instructors could assign the students to analyze the media, which will result in the development of their thinking skills. Students may rewrite the plot by removing the violence and increasing the prosocial message. Moreover, the instructors should use the same social network sites or applications as their students and perform themselves as the fans of media which the students like. This will help the students identify with their instructors and their learning motivation will be maximized. As the results of this, this process could benefit the students in various aspects in both classroom context and their future career.
Since media have both positive and negative influences on their audiences, the educator should id... more Since media have both positive and negative influences on their audiences, the educator should identify the way to use media to benefit the audiences, especially the students. The current study used movies as the source for the students to learn and classify crisis response strategies. The participants were 47 students from a large university in Bangkok. The researcher assigned them to watch 4 movies and look for the circumstance that movie characters use crisis response strategies. The findings revealed that the students' understanding regarding crisis response strategies were continuously improved all along the process. There were the significant difference among their scores based on the first, second, and third movies, but there was no difference found between third and fourth movies. This implies watching only three movies was sufficient to develop students' understanding about crisis response strategies. Future studies should test this learning strategy in other classes or other lessons, and the researchers in this field should suggest ways to improve media content and improve media literacy skills in their students.
Emo is a subculture, boomed in past 10 years, which was targeted by the outsiders and was examine... more Emo is a subculture, boomed in past 10 years, which was targeted by the outsiders and was examined by scholars. However, no study has investigated the age of emo revival. The current study was conducted to understand the revival of this subculture by using participant observation and descriptive narrative based on researcher' experience. Music genre, emo fans' dressing, and behaviors during the watching the music live show were observed. The band which provided the show in the current study is Mayday Parade. The changing in dressing is more noticeable than other two dimensions. The researcher also discussed her actual experience during the show that when her identity was aroused, it could result in her self-esteem and positive feeling toward self. Future study should fathom the development and transformation of other cultures and should also test the stereotype of emo kids from past 10 years in the present day.
It was important to understand the impact of media in young adolescents. The animated film, Khun ... more It was important to understand the impact of media in young adolescents. The animated film, Khun Tong Dang the Inspirations (2015), was purposefully created for teaching young children to have a positive personal trait. The current study used this film as the case study. The objective is to understand the relationship between the good characteristic of movie audiences and their perception of the good characteristic of a movie character. One-hundred students from various age ranges responded to quantitative questionnaires. The questions included their age, gender, perception about their own personal traits, perception about their experiences with others, and perception about the bravery, intelligence, and gratefulness of the character. It was found that a good personal trait has a strong relationship with the perception of bravery, intelligence, and gratefulness of the character.
Crisis management strategies could be found in various curriculums, not only in schools of busine... more Crisis management strategies could be found in various curriculums, not only in schools of business, but also schools of communication. Young students, such as freshmen and sophomores of undergraduate schools, may not care about learning crisis management strategies. Moreover, crisis management strategies are not a topic art students are familiar with. The current paper discusses a way to adapt entertainment media into a crisis management lesson, and the importance of learning crisis management strategies in the school of animation. Students could learn crisis management strategies by watching movies with content about a crisis and responding to crisis responding. The students should then participate in follow up discussions related to the strategies that were used to address the crisis, as well as their success in solving the crisis
Brand mascots are the cartoon characters, which are mainly designed for advertising or other rela... more Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers' decision and consumers' intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.
Lately, many media organizations in Thailand have started to produce 3D animation, so the quality... more Lately, many media organizations in Thailand have started to produce 3D animation, so the quality of personnel should be identified. As an instructor in the school of Animation and Multimedia, the researchers have to prepare the students, suitable for the need of industry. The current study used exploratory research design to establish the knowledge of about this issue, including the required qualification of employees and the potential of animation industry in Thailand. The interview sessions involved three key informants from three well-known organizations. The interview data was used to design a questionnaire for the confirmation phase. The overall results showed that the industry needed an individual with 3D animation skill, computer graphic skills, good communication skills, a high responsibility, and an ability to finish the project on time. Moreover, it is also found that there were currently various kinds of media where 3D animation has been involved, such as films, TV variety, TV advertising, online advertising, and application on mobile device.
three decades. Both endorsers can effectively transfer their reputation to corporate image and ca... more three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.
Slash or Yaoi fan art is the artwork that contains a homosexual relationship between fictional ma... more Slash or Yaoi fan art is the artwork that contains a homosexual relationship between fictional male characters, who were heterosexual in the original media. Previous belief about Slash or Yaoi fan art is that the fan fiction writers and the fan artists need to see the equality in romantic relationship. They do not prefer the pairing of man and woman, since both genders are not equal. The objectives of the current study are to confirm this belief, and to examine the relationship between equality found in Slash fan art, friendship in original media, and violence contained in fan art. Mean comparisons show that equality could be found in the pairing of hero and hero, but rarely found in the pairing of hero and villain. Regression analysis shows that the level of equality in fan art and friendship in original media are significant predictors of violence contained in fan art. Since villain-related pairings yield a high level of violence in fan art and a low level of equality, researchers of future studies should find the strategies to prevent fans to include villains in their Slash or Yaoi fan art.
Many previous studies have agreed that narcissism is associated with many negative traits, negati... more Many previous studies have agreed that narcissism is associated with many negative traits, negative behaviors and depression. Creating artwork, in contrast, benefits life outcomes and heals mental illness. The objective of the current study is to examine the relationship between narcissism and the achievement of artists on deviantArt.com. To measure level of narcissism, Artist's Narcissism scale was tested
with art and non-art students at a Midwestern university in the United States before using in this study. DeviantArt’s account statistics data were considered as online achievement. These data were collected from 119 deviantArt users, randomly selected by their online time. Correlation analysis showed a statistic significant relationship between narcissism and the achievement of artists. Although it seems that narcissism might not be harmful for these artists, future research should look for the reason behind this relationship, if narcissism might have an effect on the style of artwork.
—This study analyzes the crisis management and image repair strategies during the crisis of Mahid... more —This study analyzes the crisis management and image repair strategies during the crisis of Mahidol Wittayanusorn School (MWIT) library burning. The library of this school was burned by a 16-year-old-male student on June 6th, 2010. This student blamed the school that the lesson was difficult, and other students were selfish. Although no one was in the building during the fire, it had caused damage to the building, books and electronic supplies around 130 million bahts (4.4 million USD). This event aroused many discourses arguing about the education system and morality. The strategies which were used during crisis were denial, shift the blame, bolstering, minimization, and uncertainty reduction. The results of using these strategies appeared after the crisis. That was the numbers of new students, who registered for the examination to get into this school in the later years, have remained the same.
This research is a collaborative narrative research, which is mixed with issues of selected paper... more This research is a collaborative narrative research, which is mixed with issues of selected papers and researcher's experience as an anonymous user on social networking sites. The objective of this research is to understand the reasons of the regular users who reject to contact with anonymous users, and to study the communication traditions used in the selected studies. Anonymous users are rejected by regular users, because of the fear of cyber bully, the fear of unpleasant behaviors, and unwillingness of changing communication norm. The suggestion for future research design is to use longitudinal design or quantitative design; and the theory in rhetorical tradition should be able to help develop a strong trust message.