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Journal of Communication Arts
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This is an Open Access Journal

Open Access journal
ISSN (Print) 0857-085X - ISSN (Online) 2673-0146
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4 Smarts’ Innovation Adoption in Elderly Club Leader, Don Mueng
District
- Authors: Malinee Sompopcharoen, Kwanjai Amnajsatsue, Kandawasee Malewong
  Pages: 1 - 21
  Abstract: This research is a mixed-method model consisted of quantitative research and qualitative research. The objective was to study the process of diffusion innovation in the 4 SMART curricula, namely, do not depression, do not fall, do not forget, and enjoy eating among the leaders of the Elderly Club in Don Mueang District for the benefit of bringing knowledge of all 4 Smart to expand these curricula toward the members of the elderly club for healthy well-being. The research process started with 14 senior elderly club leaders, trained a 4-SMART course for two days, and collected data using the 4 SMART assessments and participatory observation. Team researchers play the facilitator's role in supporting 4 SMART training, including following elderly leaders to observe and organize activities to disseminate knowledge trained to their members of the elderly club. The 4 SMARTs analyzed by using frequencies. It found that 13 cases as a malnutrition risk assessment inferred that the elderly were likely to fall in the future, even though the fall assessment results were low for all club leaders. However, it found that many factors may increase the risk of falling in the future, such as living in a house with a raised platform height of 5.1 meters or more or 2 -floored house, routinely medical drug consumption. Results from the innovation adoption process of elderly club leader in qualitative research found that they used interpersonal communication and line application due to text and picture transmission with fluency, low-cost, over-expectation according to the Technological Acceptance Model premise (TAM). In conclusion, It integrated interpersonal communication through face-to-face communication and social media like line application to disseminate health messages for older adults' well-being. Moreover, the leaders in some clubs are female. In terms of the depression assessment, and there was no cause of depression. The results of this study can use as a preventive guideline for elderly health. Because the elderly has poor nutrition will lead to dementia, falling and depression in the future.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
Supervillians: A Reflection of Terrorists
- Authors: Nuttawuthi Nakong, Preeda Akarachantachote
  Pages: 22 - 34
  Abstract: In recent years, superhero films have dominated the global film market. Film, as a form of media, proves an efficacious communication tool. In addition, Hollywood has been overt in its use of terrorism in storytelling. Thus, a nuanced comprehension of the relationship between film and terrorism is crucial. Despite a significant amount of literature on this and related topics, only a few studies have managed to establish a clear relativity between terrorists and those posing violent threats in superhero films, the supervillains. This article, therefore, intends to forge a strong bond between supervillains and Terrorists. By utilizing concepts regarding terrorist’s ideologies, weapons, and prevalent terrorism myths by Richard Jackson and his colleagues in a textual analysis of six films [Avengers: Age of Ultron, Captain America: Civil War, Black Panther, Avengers: Infinity War & Endgame, and Aquaman], profound implications between these two are revealed. These implications further disclose the supervillains’ internal ideological conflicts and nuances, mythologies inherent to their usage of terrorist weapons, and the hierarchy of their powers; all of which could address both infallible and flawed understandings of current literature on the topic.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
The Use of Narratives in Organizational Socialization Process in A Thai
Film Production House
- Authors: Natthakorn Julrasorn, Papassara Chaiwong
  Pages: 35 - 54
  Abstract: This qualitative research was aimed at studying the narratives used in the organizational socialization process and the new employees’ perception towards the narratives. The data were mainly gathered through in-depth interviews with 16 participants, including the executives and the new employees, and through participatory observation. The results revealed as follows: The organization’s culture and core values reflected in the narratives shared with the employees consisted of hedonism, a family of professionals, and the belief in supernatural power. The value of a family of professionals was implied through fraternal practices as well as the home-like office design. In terms of the belief in supernatural power, the executives adopted this value later so as to cope with the unpredictable situations in this industry. In addition, it was found that the narratives used in the organizational socialization process corresponded with the organization’s culture and core values, background, mistakes, lessons learned, achievements, collective pride, and belief in supernatural power. The narrative used in the socialization tactics was applied at both the individual and the collective settings, in both the formal and the informal settings, and at both the serial and the variable settings. With regard to the new employees’ perception, the new employees perceived the organization’s culture and core values, namely the belief in supernatural power, a family of professionals, and hedonism respectively. Concerning the acceptance and meaning negotiation following the socialization process, there were both the employees who accepted and rejected the organization’s culture and core values, and there were both employees who preferred to continue and preferred to discontinue working for the organization.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
Adaptation of Television Drama ‘Lued-Suphan’
- Authors: Thanasin Chutintaranond
  Pages: 55 - 72
  Abstract: This article aims to analyze the adaptation process through a television scriptwriter’s point of view between Lued-Suphan play script by Luang Wichitwathakan and Television drama Lued-Suphan which was presented in Royal Thai Army Radio and Television channel during October, 2019. The uniqueness of this creative work based on Burmese evidences that the scriptwriter used for discovering history events. The adaptation in this television drama can divided into two elements; plot and character. The adaptation of plot includes add up, eliminate and change some story. Whereas the adaptation of character includes add up some characters from historical evidences and imagination. Nevertheless, there is no formula for adaptation. The scriptwriter should study the original text profoundly and also the deep-surrounded data. The scriptwriter should acknowledge the original text and take responsibility for their creative work.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
Guideline on News Reporting of Global Terrorism for Thai Journalists
- Authors: Sukanlaya Kongpradit
  Pages: 73 - 93
  Abstract: The research aims to 1) study news reporting of global terrorism by Thai journalists 2) study Thai Muslim’s gratification on news reporting of global terrorism by Thai journalists and 3) propose a guideline on news reporting of global terrorism. The mixed methodology was combined between quantitative and qualitative approach. Thus, there is documentary research as a tool for analyze on global terrorism news reported by Thairath, Dailynews, 33HD TV station and 7HD TV station. Then, it would be summarized with a content analysis. There is also 400 copies of questionnaire for gathering data about Thai Muslim’s gratification on news reporting of global terrorism. Proportionate Sampling is used for finding appropriate respondents who are represented for Muslims across Thailand. Then, the data is analyzed by a computer software. In-depth interview is another tool for gathering data from key formants in order to analyze as a guideline on news reporting of global terrorism. It consists of 64 samples that are selected to be a representative of entire Thai Muslim and 6 experts on Islamic study. The result finds Thai news agencies had been reporting on global news related to terrorism with Western paradigm for many years. The sample group has satisfied on news reporting of global terrorism with intermediate level at the average of 2.75. For a conclusion of a guideline on news reporting, it suggests that news should be only fact. Journalist should select news from reliable and various sources and also report more positive stories about Muslim world. Journalist should not add any opinion in news. A sensitive issue should not be published until it is verified. News should not be presented as terrorist represents entire Muslim. Headline should avoid using Islamic wording such as “Muslim” and “Islam”. At last, news should avoid using an image/video that appears Islamic symbolic.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
Behaviors and Factors Affecting the Innovative Grab Application Usage
(Grab Food) During the Covid-19 Crisis
- Authors: Piyaphat Donchandaeng, Parichart Sthapitanonda
  Pages: 94 - 112
  Abstract: he objectives of this research are 1) to observe the perception, attitudes, and behaviors that affect the application Grab Food usage during the crisis of COVID-19 2) to demonstrate the demographic and behavioral differences affecting the use of application Grab Food 3) to study the relationship between perception, attitudes, and behaviors affecting the use of application Grab Food and 4) to study the factors that affect the use of application Grab Food. The questionnaire was used with the samples of 400 sets. The findings from this research are: 1) the perception towards the benefits of application Grab Food is at a high level, the attitudes towards application Grab Food is at a high level and the application Grab Food usage behavior is more than the normal level 2) the demographic characteristics such as gender, education level and income influence the usage behavior of application Grab Food 3) perception and attitudes towards the application Grab Food show the negative relationship and the usage behavior is in a very low level. While attitudes towards application Grab Food is in a positive relationship and the perception towards the benefits of the application is in the middle level and 4) the factors that explain the behavior that affects the application Grab Food usage is the decision-making attitude during the use of the application.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
The Approach of Customer Experience Management by Augmented Reality
- Authors: Lalita Puangmaha
  Pages: 113 - 123
  Abstract: T he present business has observed increasing customer experience management by augmented reality (AR) therefore, business operators should wisely adopt the AR through various experience touch points along the customer path toward their decision making. Accordingly, the AR should be employed at the step of “ask”, the basis of how interactive media be created to present more exact details of product and services responding to the keen interest of customers prior to their buying decision. At the further step of “act” both the exact business information and the AR could be as well implemented to deliver new products or services during the period of user interface while setting up the customer database to response to any possible questions or problems and to provide affective personalization approaches during the period of in-depth interaction based on product using, consuming and after sales service. The aforementioned entire customer experiences are the main factors to enhance customer loyalty for continually repeat-buying with impressive encouraging to induce product or service to other users.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)
A Communication Process of Network Affiliates between Public and Private
Sectors for Enhancing the Thai Elderly’s Well-Being through Digital
Application
- Authors: Thunyawan Kaeochada, Patchanee Cheyjunya
  Pages: 124 - 139
  Abstract: The research aims to analyze a communication process and develop appropriate communication guidelines for network affiliates between public and private sectors towards empowering the Thai elderly towards well-being through a digital application. The research is a qualitative study conducted by documentary analysis from online and personal information. The findings are as follows: 1) In terms of internal and public communication processes of network affiliates, network affiliates conducted strategic plans related to senders, message, and communication channels as key communication factors in mobilizing the elderly towards cognitive, attitudinal, and behavioural changes in using digital technologies for their health care. However, they found some limitations in public relations to all areas, which obstructed the creation of the elderly's perception of their health care through a digital application. 2) Appropriate communication guidelines were developed based on four communication elements: 2.1) Sender: communication and public relations skills need to be developed, 2.2) message: the more logical and emotional message should be presented, 2.3) communication channels: media exposure potential of receivers should be analyzed, and 2.4) receivers: target audience should be studied for choosing content and channels to respond to their interest and need.
  PubDate: 2021-12-29
  Issue No: Vol. 39, No. 3 (2021)