ADAPTATION OF LOCAL MASS MEDIA IN PHUKET PROVINCE IN MEDIA CONVERGENCE AGE
DOI:
https://doi.org/10.14456/nrru-rdi.2020.44Keywords:
Media landscape, Media convergence, Local mass media, Local newspaper, Magazine, Radio broadcasting, Television broadcasting, New Media, PhuketAbstract
The purposes of this research were to explore 1) the media landscape of local mass media in Phuket, 2) the adaptation of the local mass media in media convergence age, and 3) the expectation of the role of local mass media in Phuket in media convergence age. The mixed methods were used, included with the documentary analysis, the semi-structured interviews, and the surveys research. The researcher interviewed 20 key informants. The survey research samples were 400 Phuketians.
The results were as follows: 1) Phuket media landscape during 2018-2019 was consists of 12 local newspapers, 4 magazines, 56 radio stations which were registered with Office of The National Broadcasting and Telecommunications Commission, 15 local television companies, and 7 online new agencies. 2) For the adaptation of the local mass media in Phuket in media convergence age , it showed the outstanding adaptation in organization management. It led to the downsizing of the local mass media organizations. Most organizations were changed without any policies being devised. In production aspect, the traditional media organization used the new media platforms for broadcasting news and advertising. However, doing online news agency business alone is not profitable. Regarding the media convergence condition, journalists should have multi communication skills and be able to self-adapt with new technologies. 3) In the media convergence age, most research samples expected the local mass media in Phuket to act as news providers. Moreover, they also had the least expectations in entertainment role.
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