Ethical behavior in content and use of online media platforms : Case study of content creators Northern students/students
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Abstract
The objectives of this research were: 1) to study the content of ethical behavior in communication. 2) To study the relationship between online media formats and ethical behavior in the content and use of online media on the You Tube platform. 3) To study the relationship between the ethical content format of the program and the ethical behavior in the content and the use of online media on the You Tube platform. And 4) To study the relationship between media literacy skills of ethics, 4 main components that are related to ethical behavior in the content and use of online media on the You Tube platform of northern students. This research is a mixed method research, which combines qualitative and quantitative research in a concurrent research format. A questionnaire was used as a tool for collecting data by mail from 389 students in the northern region by simple random sampling and using a random number table for sampling. The interview form was used as a tool for collecting data from key informants who were communication experts, through in-depth interviews with 6 people. The selection based on criteria that meet all conditions: belong to a northern university and are experts in communication, public relations strategy, producers or creators of various videos, content creators. The variables used in the research consisted of 3 independent variables: online media format, ethical content format of the program, and media literacy skills of ethics, 4 main components. And the dependent variable is ethical behavior in the content and use of online media on the You Tube platform. The questionnaire has an IOC value between 0.67-1, a reliability value of the questionnaire between 0.887-0.937, and multiple regression analysis is used to analyze the data in the research.
The results of quantitative research and qualitative research are consistent and found that: 1) The behavior of accepting online media on the YouTube platform of northern students shows that they accept online media on the YouTube platform on a daily basis. The exposure period is more than 2 hours. The place for exposure to online media via the You Tube platform is a residence/dormitory. The exposure time is between 6:01 p.m. and 10:00 p.m. The content is knowledge of vocabulary used in games and teaching new game dubbing. The communication device is an IOS/Android mobile phone. The most important reason for opening up is to be informed about the movement of events and have a channel of communication through the program "Yok Kamlang". 2) The format of online media is related to ethical behavior in the content and use of online media on the You Tube platform. 3) The ethical content format of the program is related to ethical behavior in the content and the use of online media on the You Tube platform. And 4) Media literacy skills of ethics, 4 main components are related to ethical behavior in the content and use of online media on the You Tube platform.
In summary, the format of online media, the format of ethical content of the program, and the media literacy skills of ethics, the 4 main components are related to ethical behavior in the content and the use of online media on the You Tube platform. Therefore, program producers should take into account the ethical content of the program and present information that is situational and factual. So that viewers can analyze, synthesize, and consider choosing to watch programs based on true information that is not distorted. This will help viewers of the program via online media on the You Tube platform to have more ethical media awareness skills and will help the program producers gain more popularity from following and sharing their content.
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