TMF Journal

Ethnic Identity and Its Representation in Media within the Context of Community-Based Tourism

Jaruwan Hatapasu — Tue, 30 Sep 2025 00:00:00 +0700

This article reviews the representation and identity of ethnic groups in the media within the context of community-based tourism, focusing on the role of the media both as a “mirror” and a “creator” of representations. These roles influence public perception and shape tourism-oriented identities. Previous studies revealed that, in the past, ethnic groups were often portrayed as marginalized, backward, and underdeveloped in mainstream media. However, within the context of community-based tourism, the identities of ethnic groups have been re-presented as cultural commodities, valued for their uniqueness and novelty to meet the expectations of the tourism market. This has led to the formation of tourism-oriented identities that blend traditional culture with representations designed for consumption, resulting from negotiations between ethnic communities, media producers, tourists, and state policies. The article suggests that developing sustainable approaches to representing ethnic groups in the media should focus on promoting participatory media, enabling communities to define and control their own identities. It also recommends building community capacity to produce content through digital platforms to reduce reliance on external media and to foster genuine cross-cultural understanding. Empowering communities to determine their own representations is thus seen as the key to the long-term development of community-based tourism.

“Song Kram Som Ros”: Narrative Elements and Social Communication Patterns of Television Dramas

Suticha Piromnum, Sermsiri Nindum, Nitta Roonkaseam — Tue, 30 Sep 2025 00:00:00 +0700

This research aims to study and analyze the narrative elements and social communication patterns that appear in the 21 episode drama “Song Kram Som Ros”, which is a newly produced drama that was ranked as the most popular in April - June 2024 through a concept and theory framework with qualitative scientific methodology by monitoring broadcast content and analyzing content analysis context analysis to analyze the structure, narrative elements and social communication patterns appearing in the drama. The study found that “Song Kram Som Ros” is based on the structure and composition of the drama, which consists of intensive execution to the top of the story (Climax) until it resolves the situation and leaves comments for the audience to think and distinguish the contents of the drama in a enjoyable way. The Social communication drama presents communication about law and the justice process 1) Focus on presenting divorce and family problems by providing knowledge, understanding and creative problem solving. 2) Providing knowledge about family law that is easy to understand and applicable in current society and communicating family and relationship issues 1) Presenting ideas for solving family problems peacefully. 2) Presentation of structural and complex social issues 3) Inserting ideas from the characters' actions. This shows that “Thai dramas” can be creative and socially driven if producers focus on creating dramas that are educational, stimulate thinking. Drama is a media that can reach and communicate with society in a quality way, both commercially and socially.

Public Relations Strategies for Dramas and Documentaries on the VIPA Application of Thai PBS Television Station

Wasan Janprasit, Aphiratee Rumchit — Tue, 30 Sep 2025 00:00:00 +0700

The objectives of this research are to 1) examine the public relations strategies for dramas and documentaries on the VIPA application, and 2) propose guidelines for promoting dramas and documentaries through the VIPA application in order to enhance target audiences’ awareness and interest in following the content. This study employed a qualitative research methodology and utilized a case study approach. Data were collected through participant observation and in-depth interviews with new media professionals, academic, and representatives of the target audience of the VIPA application. The research findings indicated that the
public relations strategies for promoting dramas and documentaries
on the VIPA application involve five key approaches: 1) maintaining consistent and long-term communication efforts, 2) selecting topics that resonate with a broad audience, 3) focusing on in-depth, distinctive, and educational content, 4) designing content that is accessible and engaging for all age groups, and 5) utilizing communication channels that are appropriately aligned with both the target audience and the nature of the content. In addition, the research proposed nine public relations strategies for promoting dramas and documentaries on the VIPA application, aiming to enhance audience awareness and encourage continued engagement. These strategies were categorized into five key areas: 1) content planning, 2) production of engaging and high-quality media, 3) utilization of digital platforms and social media strategies, 4) application of data and intelligent systems, and 5) development of networks and social influence.

The Presentation Content of Beauty Influencers on TikTok and the Media Literacy Approach of Digital Audiences

Tue, 30 Sep 2025 00:00:00 +0700

This research aimed to study the presentation format of the video content of popular beauty influencers on the TikTok platform using a qualitative research method. The results of the research found that the presentation format of the video content of the 8 popular beauty influencer channels on the TikTok platform mainly focused on makeup, cosmetic reviews, and product names. Most of the beauty influencer video clips had only one content creator, the channel owner, presenting content that focused on the face of the channel owner along with presenting the cosmetic products that they used in the video clip. They used informal language to increase the fun. In terms of presentation techniques, they used a cut-and-drag editing technique and did not use their own voiceover. They did not change their voices. They used music in the form of melodies and no lyrics. They also used graphic techniques and used text to accompany the speech, allowing viewers to clearly access information about the product. They used text to explain the clip title, allowing viewers to quickly understand the content to be presented. The guidelines for effective content communication by beauty influencers on the TikTok platform include: 1. Starting the content with something appealing 2. Short, concise, and easy-to-understand content 3. Using hashtags that are relevant to the content 4. Presenting content that is factual 5. Presenting content that is trending on social media 6. Beauty influencers use friendly language. The analysis results also reflect the need to promote media literacy among viewers, especially youth, so that they can distinguish advertising content and develop skills in using digital media safely and creatively.

Factors Influencing Video Dissemination within the 4Ps Framework of Nang Ngam Durian in Na Mom District, Songkhla Province: Towards Its Recognition as Thailand’s Soft Power

Premmakorn nuannin, Theerawat Hungsapruek — Tue, 30 Sep 2025 00:00:00 +0700

This study aimed to evaluate the effects of disseminating a video framed by the 4Ps marketing mix concept (Product, Price, Place, Promotion) on the acceptance of Nang Ngam durian as a soft-power asset. A 2.28-minute video was produced and disseminated through social media platforms, including Facebook, TikTok, and YouTube, between November 5 and December 5, 2024, accumulating a total of 24,619 views. After the dissemination period, data were collected using a 5-point Likert-scale questionnaire. The instrument was validated for content validity (IOC = 0.50–1.00) by three experts and showed high reliability (Cronbach’s Alpha = 0.972). Data were analyzed using multiple regression at the 0.05 significance level, with a sample of 200 viewers (convenience sampling).

The results revealed that factors influencing acceptance through video dissemination included Promotion (B = 0.392, p < .01), followed by Product (B = 0.279, p < .01) and Price (B = 0.118, p = .008), while Place (B = −0.015, p = 0.763) was found to have no influence as a soft-power factor. These findings suggest strategic implications for digital communication, emphasizing Promotion and Product to sustainably enhance the acceptance of soft power in local agricultural products.