การพัฒนารายการสถานีวิทยุกระจายเสียงมหาวิทยาลัยกรุงเทพธนบุรีในสื่อสังคมออนไลน์

Chonticha  Pengnoo; Panom  Wannasiri

doi:10.60027/iarj.2026.e295831

Authors

Chonticha Pengnoo Faculty of Communication Arts, Bangkokthonburi University, Thailand https://orcid.org/0009-0008-4531-3285
Panom Wannasiri Faculty of Communication Arts, Bangkokthonburi University, Thailand https://orcid.org/0009-0000-7655-0656

DOI:

https://doi.org/10.60027/iarj.2026.e295831

Keywords:

Bangkok Thonburi University Radio Program Development, Social Media

Abstract

Background and Aims. In the digital era, community radio is adapting to online platforms to enhance flexibility, accessibility, and real-time interaction. Bangkok Thonburi University Radio aims to develop programs on social media that are modern, meet listeners’ needs, and support community development. The objective of this research is to: (1) study the development of Bangkok Thonburi University Radio programs on social media in a way that aligns with listeners’ needs and expectations, and to provide guidelines for developing suitable community radio program formats for online platforms, considering current technologies and new media.

Methodology: This study employed a quantitative research approach using a one-shot case study design. Survey research was conducted, and data were collected via an online questionnaire. The sample consisted of 400 online listeners of Bangkok Thonburi University Radio. The questionnaire contained 28 items, including both closed-ended and open-ended questions. After data collection, the researcher compiled and analyzed the data statistically.

Results: Most listeners were aged 18–34, highly educated, with moderate to high incomes. They used smartphones and accessed multiple online platforms such as Facebook Live, YouTube, and podcasts. Listeners preferred short, modern, and interactive content. Their needs and expectations for the programs were high, emphasizing audio-visual quality, host expertise, community content, and multi-platform distribution. Statistical correlation analysis indicated that program development was strongly positively correlated with listeners’ needs (r = 0.68) and expectations (r = 0.72).

Conclusion: The majority of listeners are young adults who favor concise, high-quality community content accessible across multiple platforms. High-quality radio program development clearly meets listeners’ needs and expectations.

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