COMMUNICATION FOR REDUCING THE GROWTH OF NEW GAMBLERS ON ONLINE MEDIA

Abstract

This research aims to examine the patterns of content and rhetorical strategies used in online gambling advertising, to explain the fantasy theme constructed among gambling participants, and to synthesize communication strategies for reducing the emergence of new gamblers. The study employs a qualitative research approach, conducting textual analysis of gambling advertisements on social media platforms and in-depth interviews with communication experts and individuals with experience in online gambling. The findings addressing the first research objective reveal that online gambling advertisements employ seven persuasive content patterns, including the introduction of gambling games, the provision of numbers derived from beliefs in luck, invitations to register as members, the establishment of influential figures as opinion leaders, the promotion of access channels to gambling systems, the imposition of rules or prohibitions within gambling groups, and the exchange of views on sports competitions. These patterns are reinforced through emotionally evocative rhetoric, such as the use of celebrities, associations with supernatural beliefs, storytelling, and visual metaphors. The findings related to the second research objective indicate that such communication does not rely solely on logical reasoning to persuade audiences but also functions to construct and sustain a fantasy theme of wealth, leading gambling to be perceived as a friendly activity rather than a high-risk one. The findings addressing the final research objective suggest that communication strategies for reducing new gamblers should focus on revealing symbolic mechanisms of persuasion and the structural cycle of gambling, alongside the development of media literacy, the design of public awareness campaigns, and the creation of media environments that support critical and reflective decision-making in order to reduce the long-term influence of online gambling communication.