Ketchup Format of Opinion Expressions in the Ketchup Application

Abstract

     The research aimed to examine the forms of opinion expressions used by commenters intended to communicate to artists in the Ketchup application. This study employed a qualitative research approach. The data were analyzed using descriptive analysis of 1,950 fan comments regarding the band BUS, following the multi-media discourse model developed by Kress & van Leeuwen (2006), along with an analysis of three component types: text, emojis, and stickers.
     The findings revealed that the forms of opinion expressions found in the Ketchup application could be classified into six categories: 1) opinion expressions in verbal text, 2) verbal text combined with emojis, 3) stickers, 4) verbal text combined with stickers, 5) verbal text combined with emojis and stickers, and 6) emojis. The most common forms of expressing opinions are those with sub-characteristics such as repetition of final consonants, repetition of vowels, word clipping, and the creation of specific word forms to emphasize emotions. The use of verbal text reflected the commenters’ intention to communicate feelings, admiration, and a sense of closeness to the artists clearly. Meanwhile, the use of emojis and stickers helped reinforce the meanings and emotional tones of the messages. The study also found that simple sentences were used most frequently, as they enabled concise communication and reduced complexity in conveying meaning. This research highlights the dynamics of the Thai language in digital media contexts and provides a basis for comparative studies of opinion expression forms in other types of online media