THE ADAPTATION MODEL OF LOCAL MASS MEDIA IN ONLINE SOCIAL MEDIA IN NORTHEAST THAILAND

Abstract

This research objected 1) to study using of online social media of local mass media, 2) to study online social media using behavior of people, and 3) to study adaptation model of local mass media in the Northeast in online social media era. The results were as follow: 1) Online social media using local mass media has adapted quickly by using applications to present images, text and sound. The Nation Press Agency and The Government Public Relations, Region 1 Khon Kaen had presented information via online social media systemically and properly by consistency developed personnel potentials. 2) Online social media using behavior of people in the Northeast, they mostly receiving information via page, Facebook, line, YouTube, and websites through mobile phone; watch the news average 11-30 minutes/time, use online media 2-3 hours/day, information sharing 2 times/day, enter to online media because want to get local information, they had a need and expectation of local mass media performing duties basis of reality and accuracy presentation. 3) The study of the adaptation model of local mass media in the Northeast was found that the adaptation by using online mass media to present information followed exposure behavior adaptation of people which could much attracted the receiver caused the presentation fast, accurate and properly.