The Science and Art of Strategies for Using Media to Manage Thai Social Crises

Abstract

This article aims to analyze the effectiveness of media in addressing social crises, as well as to examine the reasons and methods by which the public, government, organizations, or relevant agencies choose to use media in their efforts to resolve social crises and to develop guidelines and strategies for collaborative work. This research employs a mixed-methods approach, focusing on quantitative research through surveys with a sample group of 420 people and qualitative research through in-depth interviews with 20 informants. The research findings reveal that 1) in terms of media effectiveness in addressing social crises, media play a crucial role in managing social crises, being effective in various roles such as serving as a voice for cooperation among all sectors, helping to monitor and expedite government responses, and reflecting issues faced by the government and private sectors; 2) in analyzing the reasons and methods by which the public, government, or organizations choose to use media to address social crises, the public expects media to provide truthful, accurate, and timely information, while media have the role of disseminating information from the government; 3) for successful management of social crises, the government should create integrated strategies in collaboration with media in the form of networks, with a shared goal of benefiting the public, following the FINGER Model of crisis leadership to analyze the media usage behavior of different population groups, knowing how to appropriately select media, content, and presentation methods for each channel, and the government should prepare structures to have the capacity to work effectively.