The Influences of Communications about Animals on Attitude and Behavior Changes of Social Media Users

Abstract

The study has the following objectives: 1) To study the learning of social media users from exposure to content about animals. 2) To study the attitude change of social media users from exposure to content about animals. 3) To study the network society emerging from communication of social media users in content about animals. 4) To study the activity about animals generating from communication of animal lover network society. This study started with a qualitative research using in-depth interview technique of 15 respondents (6 males and 9 females). The quantitative study used the online questionnaire to collect data from 420 animal lovers. The research results can be surmised as followings; 1) A majority of the communications about animals was seen most on Facebook via mobile phones. The frequency of use was all day or almost all day (87.62%) 2) Path Analysis was conducted using M-Plus to examine all effects of the variables and the result is that all variables have a linear relationship through the mediator as following sequence; communications about animals via media results in learning particularly the recognition value of life. This changes the attitude thus they feel more sympathetic and love animals more. The change in attitude in turn drives behavior such as the organization of animal lover network society which is growing rapidly. The result is the development of general activities with their animals or social movement such as passing the animal protection law. Thus, it can be concluded that communications about animals have resulted in changes at the individual and social levels which main communication channel leads by social media supported by traditional media (television and newspaper), family, school and environment.