The State of Media Literacy Research in Thailand [1997-2017]

Main Article Content

Viroj Suttisima
Pimonpan Chainan
Sasithon Yuwakosol

Abstract

The objectives of this research are to synthesize knowledge derived from research on media literacy in Thailand and to give recommendations for future researches. This study covers researches within the 20-year period from 1997 up until 2017, making the total of 120 researches. Focus groups were conducted with experts from various fields, and the results were as follows: researches meeting the objective relating to media users’ literacy accounted for the largest proportion, and the majority of them were master’s degree theses and general institution-funded research based on the classification of the publication. Survey researches accounted for the biggest amount. Questionnaire was the main research method used among the samples, and the focus was on the minors. Within the last five years, there was a proliferation of researches focusing on Internet as a medium and advertising was the most frequently found content. In terms of theoretical framework, the employment of the traditional concept of media literacy and concept of receiver ranked first and second respectively. In making recommendations, it was found that there were too many researches following the same paths and patterns including researches using theoretical concept of media literacy without putting an emphasis on specific context, researches focusing on the minors in high schools and universities, researches focusing on traditional media, advertising, and researches using solely questionnaire. For this reason, future researches should be focusing on development of media literacy to improve critical thinking, evaluation, and creative skills for media production, along with focusing on the topics as follows: active audience within new media landscape, digital context, cyber bullying, and hate speech or hate communication. In terms of research population, the emphasis should be on media literacy in different generation, especially the elderly, or on media literacy in specific groups including media content providers or parents or adult guardians. Fresh concepts and theories should be utilized such as Digital Quotient, Transmedia Literacy, or new indicators for Thai context should be developed.

Downloads

Download data is not yet available.

Article Details

How to Cite
Suttisima, V., Chainan, P., & Yuwakosol, S. . (2021). The State of Media Literacy Research in Thailand [1997-2017]. Journal of Management Science Chiangrai Rajabhat University, 15(2), 209–238. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/241431
Section
Research Articles
Author Biographies

Viroj Suttisima, Faculty of Communication Arts, Bamgkok University, Thailand

Ph.D. (Communication Arts), Chulalongkorn University, Thailand (2015). Currently working as a lecturer at Faculty of Communication Arts, Bamgkok University, Thailand.

Pimonpan Chainan, Faculty of Mass Communication, Chiang Mai University, Thailand

Ph.D. (Communication Arts), Chulalongkorn University, Thailand (2013). Currently working as a lecturer at Faculty of Mass Communication, Chiang Mai University, Thailand

Sasithon Yuwakosol, อาจารย์ ดร. วิทยาลัยนวัตกรรมสื่อสารสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ

Ph.D. (Communication Arts), Chulalongkorn University, Thailand (2013). Currently working as a lecturer at College of Communication Innovation, Srinakharinwirot University, Thailand.

References

Bovornboriharn, C. (2005). Internet Literacy, Risk Assessment and Self-Defense Behavior of High-School Students in the Bangkok Metropolitan Administration Area (BMA). Master of Arts in Journalism, Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Chaochai, K. (2013). Development and Movement of Media Literacy Concept in Thailand. Master of Arts in Mass Communication, Faculty of Journalism and Mass Communication, Thammasat University. (in Thai)

Child and Youth Media Institute & Thai Civic Education Center. (2016). Framework of the Development of Curriculum for Media, Information, and Digital Literacy for Building Democratic Citizens. In Development of Framework and Curriculum for Media, Information, and Digital Literacy for Advocating Democratic Citizenship. Conference material, Bangkok: Mandarin Hotel. (in Thai)

Chirasopone, P, et al. (2016). Communication Literacy in Digital Age and Its Role in Guiding the Direction of Communication Reform in Thai Society (Research Report). Dhurakij Pundit University. (in Thai)

Full Fact, Africa Check, & Chequeado. (2020, February). Media and information literacy: Lessons from interventions around the world (2020). Retrieved October 10, 2020, from https://fullfact.org/media/uploads/media-information-literacy-lessons.pdf

Jaiongart, S. (2018). The results of the guidance activity program based on the concept of cooperative learning to develop media literacy of students in secondary education year 6th at Ban Phraek Prachasan School. Independent Study of Master of Education in Psychology and Guidance, Faculty of education, Kasetsart University. (in Thai)

Jeong S, Cho H, Hwang Y. Media literacy interventions: a meta-analytic review. J Commun. 2012 Jun 01;62(3):454–472. doi: 10.1111/j.1460-2466.2012.01643.x. - DOI - PMC – PubMed. Retrieved October 10, 2020, from https://pubmed.ncbi.nlm.nih.gov/22736807/

Kaewmanee, S. (2004). Newspaper literacy : a case study of undergraduate students in Bangkok. Master of Arts in Mass Communication, Faculty of journalism and mass communication, Thammasat University. (in Thai)

Kaewsutthi, S. (2010). Internet use, behavior, media literacy and self-defense behavior against privacy right violation. Master of Arts in Communication Arts, Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Khantuwan, W. (2007). Alternative : Media literacy of Khon Kaen University students. (Research Report). Faculty of Humanity and Social Science, Khon Kaen University. (in Thai)

Kleechaya, P. (2013). Mass Mainstream Media Literacy of Bangkok People. (Research Report). Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Koltay T. (2011). The media and the literacies: Media literacy, information literacy, digital literacy. Media Culture & Society, 33(2), 211–221. Retrieved October 10, 2020, from https://journals.sagepub.com/doi/abs/10.1177/0163443710393382

Komanee, N., Leesattrupai, C. & Vanno, V. (2017). The Factors Related to The Critical Social -Media ReceivingBehavior of Freshman Students at Srinakharinwirot University. Journal of Behavioral Science for Development. 9(1), 21-40. (in Thai)

Krutasaen, A. (2013). The Development of the Media Literacy Learning’s Process Approach for the Youth Leader. Veridian E-Journal Scholarly Journal, 6(3), 276-285. (in Thai)

Media Literacy: Resource Guide, Intermediate and Senior Divisions, 1989. (1989). Toronto: Ministry of Education, Ontario.

Onta, M. (2017). The Social Media Exposure and the Ability for Social Media Literacy of Vocational Students in Kampharnd Phet Province. Master of Arts in Communications, Rangsit University. (in Thai)

Pakdeemolchon, A & Rattanasimakul, K. (2017). Factor impacting media-literacy on sex among undergraduate students in Chiang Rai and Chiang Mai. Journal of Management Sciences Rajabhat University, 12 (2), 184-204. (in Thai)

Panusbordee, S & Panusbordee, S. (2017). Television Direct Sales Programs and Media Literacy of People in the Bangkok Metropolitan Area. Journal of Humanities and Social Sciences Nakhon Phanom University, 7 (2), 87-95. (in Thai)

Panusbordee, S. (2013). Relationships between Personal Factors and Exposure Behaviors and Media Literacy: A Case Study of Cartoon Television Program of Upper Primary School Students in Bangkok Metropolitan Region. Journal of Southern Technology, 6(1), 1-12. (in Thai)

Pienrungroj, A. (2000). Conceptual studies for determining media cognitive variables for mass communication research. Master of Arts in Mass Communication, Faculty of Journalism and Mass Communication, Thammasat University. (in Thai)

Pratuengsooklert, S. (2006). Thai people's perception of the importance regarding media literacy in the globalized era. Master of Arts. Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Ramasoota, Pirongrong, Siriyuwasak, Ubonrat & Yoonaitham, Sutham. (2007). Communication Rights in Thailand : Communicating in the Public Sphere. Retrieved October 10, 2019, from http://elibrary.trf.or.th/project_content.asp?PJID =MRG4880212 (in Thai).

Rusmeeviengchai, A. & Surasondhi, K. (2012). Being cognizant of advertising media of secondary school students In the Chumchonprachathipatwitayakarn school (Research Report). Faculty of Journalism and Mass Communication, Thammasat University. (in Thai)

Sathum, P & Wattanatorn, A. (2018). The Development of Teacher Professional Development Curriculum Using Positive Coaching to Construct Curriculum for Meadia Consumption with Meadia Literacy Based on the Sufficiency Economy. Journal of Education Naresuan University. 20(1), 112-125. (in Thai)

Sithkhuntod, W. (2008). Development of a causal model of media literacy of ninth grade students in schools under the Office of the Basic Education Commission in Bangkok metropolis. Master of Education, Chulalongkorn University. (in Thai)

Suna, N. (2013). Media literacy on online media using of undergraduate students Majoring in Digital Communications. Master of Arts in Communications, Faculty of Information and Communication, Maejo University. (in Thai)

Surasondhi, K. (2012). Media Literacy and Political Participation. Dhurakij Pundit Communication Arts Journal. 6(2), 43-62. (in Thai)

Tansuwannond, C. (2014). The Relationship between Advertising Media Literacy and Consumerism Behavior of Youth in Bangkok (Research Report). Suan Dusit University. (in Thai)

Vahedi Z., Sibalis A., Sutherland J. E. (2018). Are media literacy interventions effective at changing attitudes and intentions towards risky health behaviors in adolescents? A meta-analytic review. J. Adolesc. 67 140–152. 10.1016/j.adolescence.2018.06.007 - DOI – PubMed. Retrieved October 10, 2020, from https://www.researchgate.net/publication/326089230_Are_media_literacy_interventions_effective_at_changing_attitudes_and_intentions_towards_risky_health_behaviors_in_adolescents_A_meta-analytic_review

Xie, X. , Gai, X. , & Zhou, Y. (2019). A meta-analysis of media literacy interventions for deviant behaviors. Computers & Education, 139, 146–156. Retrieved October 10, 2020, from https://www.sciencedirect.com/science/article/pii/S036013151930123X