Journal of Digital Communications

Content Quality Evaluation of Thailand’s Digital TV Series through a Trial of the NBTC's Draft Series Quality Evaluation Criteria

2025-07-17T14:34:14+07:00

This article reviews and evaluates the content quality of series in “suitable for all ages” and “suitable for viewers aged 13 and over/guidance recommended for younger viewers” categories that were broadcast by Thai digital television stations. Conducted as a qualitative study, the evaluation was based on the Draft Series Quality Evaluation Criteria developed by a working panel of the Office of the National Broadcasting and Telecommunications Commission (NBTC). The study covered four new series that were aired between April and September 2024: Songkram Somros, Lom Len Fai, Jai Son Rak (The Secret of Us) and Nangfah Kammakorn. Findings indicate that existing suitability rating standards are ambiguous, leading to different interpretations by program producers and the NBTC. As a result, the ratings may not reflect the actual content quality. Notably, series rated “suitable for all ages” sometimes received lower quality scores than those rated “suitable for viewers aged 13 and over/guidance recommended for younger viewers.” For instance, Songkram Somros (rated “suitable for all ages”) scored 71.37% while Jai Son Rak (rated as “suitable for viewers aged 13 and over / guidance recommended for younger viewers”) scored 78.12%. When evaluated based on the threshold for TV series, Songkram Somros scored 65.20% and was considered “good”. Nangfah Kammakorn scored 56.50% and was graded “fair”. Lom Len Fai and Jai Son Rak (The Secret of Us), both categorized as “suitable for viewers aged 13 and over/guidance recommended for younger viewers” failed to meet the threshold as they scored just 42.2% and 48.75% respectively.

The Role of Digital Health Communication in Promoting Health of Elderly Population and Sustainable Public Health Development

2025-02-05T15:32:09+07:00

This study examines the role of digital health communication in improving accessibility and reducing health disparities among the elderly in Thailand. It also explores strategies to promote the use of digital health communication for sustainable public health development. A document research approach was employed, analyzing studies conducted both in Thailand and internationally, as well as academic literature, websites, and relevant news sources, spanning the period from 2009-2023. The findings reveal that digital health communication plays a crucial role in enhancing access to information and reducing health disparities among the elderly. It facilitates rapid and comprehensive dissemination of information, raises awareness of localized health issues, and improves strategic planning for public health systems. For instance, it enables the design of healthcare services tailored to the needs of the elderly and encourages patient participation in managing their health. Strategies for promoting sustainable use of digital health communication include developing digital literacy, designing user-friendly technologies, providing access to devices and internet connectivity, and fostering trust in the benefits of digital health technologies. These initiatives aim to enhance the quality of life for the elderly and drive Thailand's public health system toward sustainability. Additionally, dedicated agencies should oversee the quality and accuracy of online health information while ensuring data security to build public confidence in digital health technologies. This would mitigate risks associated with misinformation and breaches of personal data, thereby supporting ethical and effective use of digital health communication in improving public health outcomes.

Factors Influencing the Acceptance of AI Technology for Educational Institution Management: A Case Study of Ubon Ratchathani University

2025-01-13T15:47:48+07:00

This study examines the relationships between perceived usefulness, perceived ease of use, and organizational support in explaining users’ acceptance and intention to use AI technology in educational institutions. The quantitative cross-section research result indicated that perceived usefulness and perceived ease of use were significant influences of AI acceptance. They are also the most influential factors of the intention to use AI. The model accounts for 57.4 percent of the variance in AI acceptance (R² = 0.574; Adjusted R² = 0.508). The coefficient of organizational support ( = 0.017) and self-efficacy ( = 0.145) also contributed positively, but their effects were comparatively weaker. Social influence did not significantly predict AI acceptance. In order to promote the acceptance of AI, users’ perceptions of the benefits and ease of use should be strengthened, users’ confidence in employing AI tools should be increased through development and training, and more resources should be allocated to support technological infrastructures for organizational management.

Psychological Factors Influencing the Pricing and Final Price Analysis of Premium Phone Numbers

2024-08-29T16:26:58+07:00

This study aimed to examine the factors influencing the pricing of premium phone numbers and analyze their final price levels in different auction formats conducted by the Office of the NBTC. The objective was to develop an optimal pricing model for premium number auctions. The research employed a quantitative approach, collecting data from an online survey with 417 respondents. The data was analyzed using the hedonic pricing model and regression analysis to evaluate the impact of various factors on the final price of premium phone numbers. The findings indicated that psychological factors related to numerology, specifically the sum of digits with positive meanings and auspicious paired digits, had a statistically significant influence on the pricing of premium numbers at 0.01 significance level. In terms of final price levels, the mirrored six-digit pattern (09-ABBB-BBBA) held the highest value at 44,511.70 THB whereas the two-digit repeated four-pair pattern (09-AABB-CCDD) had the lowest value at 40,543.53 THB. This research provided practical implication for the NBTC in enhancing the efficiency of premium number allocation. The results could serve as a reference for setting appropriate price levels, refining pricing strategies based on consumer behavior, and improving auction formats to better align with market demand. Additionally, these insights could guide telecommunication providers in managing high-value phone numbers to escalate revenue and consumers’ satisfaction.

Japanese Community Radio: YES-fm Osaka - Serving Community Needs and Disaster Resilience

2025-09-05T14:10:32+07:00

This article examines the development, administrative structure, and roles of YES-fm, a commercially operated community radio station in Japan, using a multi-source qualitative approach. The findings indicate that YES-fm is operated by a for-profit organization and represents one of Japan’s three recognized models of community radio. It was established in response to the need for community-based disaster-prevention media following the Great Hanshin Earthquake. The station is owned by a well-established entertainment company, with a major educational corporation serving as its principal shareholder. It operates with five core staff members and volunteer contributors, while technical operations are outsourced to an external firm. Broadcasting in analog via a 10-watt rooftop transmitter installed on a 32-story building, the station covers Osaka City and the surrounding areas. Despite financial constraints in the face of intense competition in a media-saturated urban environment—combined with the audience’s increasing exposure to social media and web radio—YES-fm continues to play a vital role in fostering disaster resilience. It also offers diverse musical programming, with comedy as a distinctive element, and provides local news, information, and knowledge for Japanese residents, foreign nationals, and tourists. Most programs are in Japanese, with just one hour of English-language content each day. Additionally, the station serves as an advertising and public relations platform for its owner, partner, airtime purchasers, and sponsors. A key challenge for YES-fm lies in expanding its role in promoting multiculturalism.

Governance of Data Platform within a Data Platform Ecosystem Framework: Evidence from Japan’s WAGRI Data Platform

2025-05-26T16:11:17+07:00

The complex stakeholder landscape and governance of data platforms in agriculture, designed to facilitate data sharing and utilization among diverse stakeholders, often posed challenges. This research proposed a data platform ecosystem framework and also applied it to empirically investigate the evolution of the governance of Japan's WAGRI data platform and its development and operations strategies, covering the study of evolution period from 2017 to 2024. The research methodology employed a document review in conjunction with interviews of key stakeholders. The results revealed the evolution of the data platform ecosystem, which included: an increase in the number of actors and their relationships; an enhancement of technological capabilities of the platform infrastructure; and (3) the evolution of data platform governance, encompassing a strengthened governance structure, a refinement of data governance measures that protect data ownership and data security, and an expanded stakeholder collaboration. Furthermore, the platform’s development and operations strategies were based on a “business-to-business-to-consumer” business model. This business model, coupled with a strong leadership of the data platform owner and provider, was crucial for the successful and sustainable operation of the platform as demonstrated by the growth of the “WAGRI” data platform, which had become a self-sustaining platform through its operational revenue. Therefore, the model can be adapted for development and operation of other data platforms.

The Influence of News Coverage on Thais’ National Entrepreneurial Intention: Moderating Effects of Role Models and Social Status

2025-01-14T13:42:16+07:00

This article examines news coverage’s impacts on factors influencing national entrepreneurial attitudes and intentions to 1) Study the influence of mass media’s news coverage on entrepreneurial attitudes; 2) Investigate the moderating effects of role models and social status on the relationship between news coverage and entrepreneurial intentions and attitudes; and 3) Examine the impact of entrepreneurial attitudes on entrepreneurial intentions and activities. A quantitative study was conducted using data from 9,580 successful entrepreneurs, combined with information from the World Bank’s Entrepreneurial Society Study and the Index of Economic Freedom from 2015 to 2018. Seven hypotheses were tested by integrating mass communication theory and the theory of planned behavior through a logistic regression analysis. According to the findings, news coverage has significantly affected entrepreneurial attitudes and intentions, with exposure to entrepreneurial role models increasing intentions. Role models and social status moderate the direct impacts of news coverage while enhancing its positive influence on attitudes and intentions. Entrepreneurial attitudes also positively influence both entrepreneurial intentions and activities. In conclusion, mass media’s news coverage, social status, and role-model entrepreneurs’ good attitudes positively promote stronger entrepreneurial attitudes and intentions, ultimately supporting broad business development and growth.

The Study on Social Media Misinformation Propaganda for Political Gain Case Study: “News of Mr. Pita Limjaroenrat Didn't Graduate from Harvard University”

2025-01-14T15:47:54+07:00

This article examines the use of disinformation propaganda on social media to serve political interests, using the case study of the false claim that “Pita Limjaroenrat did not graduate from Harvard University.” The study analyzed 18 pieces of content disseminated on social media during Thailand’s 2023 general election. The findings revealed that disinformation campaigns on social media could easily achieve political objectives by blending partial truths with falsehoods to enhance credibility. These campaigns also exploited confirmation bias, making target audiences more likely to believe information that aligns with their pre-existing beliefs. Additionally, the algorithms of digital platforms amplified the dissemination of such disinformation to a broader audience, negatively impacting public understanding, damaging the credibility of public figures, and distorting the formation of political consensus in Thai society. The study concluded that the dissemination of disinformation on social media for political purposes could occur effortlessly. Therefore, it emphasized the need to promote media literacy among the public, develop robust fact-checking mechanisms, and foster cooperation between government agencies and digital platforms to enhance transparency and mitigate the impacts of politically motivated misinformation.

AI Sovereignty: New Challenges in Thailand’s AI Policy

2024-09-04T18:30:49+07:00

This article investigates AI sovereignty policies and case studies of countries with AI sovereignty by reviewing related scholar documents during 2023 and 2024. The study found that AI sovereignty was the power or ability of a state to independently decide to develop and use AI technology in order to sustain economic, social, cultural, and national security, and its privacy, as well as to control the development or training of AI aiming at reducing algorithm distortions or biases which may occur from the use of AI developed in foreign languages. It can also create innovation to enhance the state’s competitiveness. Countries implementing AI sovereignty policies are, for examples, the United States of America and the People’s Republic of China, with the aims in trade competition, geopolitical warfare, and technological material barrier. The European Union emphasizes legal barriers and privacy of their people while the Republic of Korea (South Korea) highlights linguistic and cultural costs. For Thailand,
which is in an initial stage, no agency is responsible for and presents a concrete AI sovereignty policy. Therefore, it is recommended to draft a national AI strategic plan that emphasizes on the balance between AI sovereignty and the sharing of information and knowledge with other countries. The creation of AI environment is also recommended by promoting both private and research sectors in research and development for use case and AI literacy.

An Overview of Challenges and Opportunities of Technological Advancements under International Law: 5G in Thailand

2025-04-01T16:11:13+07:00

This article examines the international legal framework concerning the opportunities and challenges in regulating 5G technology. It also studies and evaluates current Thai laws related to the utilization of 5G technology through a qualitative research methodology, collecting and analyzing data from university documents, academic journals and websites, as well as information relevant to 5G. According to the findings, there is no international law specifically dedicated to 5G technology. Moreover, the scope and enforcement of international law are subject to certain limitations. Numerous international legal frameworks and institutions have affected the development, the utilization and regulation of 5G technology, leading to the need for international cooperation to create a legal framework that fosters innovation while safeguarding users' rights against diverse issues. Thailand has already amended its legislation to address emerging challenges and opportunities of 5G technology. To facilitate the transition to 5G technology, new policies and regulations have been introduced, encompassing spectrum allocation, infrastructure deployment adjustment, personal data protection, security, and competition within the telecommunications sector.