Journal of Communication and Integrated Media

The Comparative Characteristics of Opinion Leaders: From Mass Media Era to Online Communication Era

Paprada Boonmakeng — Sun, 28 Dec 2025 00:00:00 +0700

This article aims to comparatively analyze the development and roles of Opinion Leaders from the traditional mass media era to the digital age, encompassing KOLs (Key Opinion Leaders), KOCs (Key Opinion Consumers), Influencers, and AI Influencers. This study draws on documentary analysis and a comprehensive literature review. It argues that although the Two-Step Flow of Communication theory, is foundational, it is insufficient for explaining contemporary phenomena. This limitation arises from major societal changes and media landscape transformations, particularly media decentralization and the rise of the active audience. These developments have dismantled the traditional top-down communication structure and shifted information flow toward the Multi-Step Flow theory, which reflects a more complex, multi-directional network. The article also examines key accelerators in the digital age, including the role of Algorithmic Gatekeeping and its effect on users' perception, affection (feelings), and behavior; the significant shift in credibility (from expertise to relationships); and the influence of AI Influencers within the creator ecosystem. The analysis concludes that the Two-Step Flow structure has substantial limitations. A comprehensive understanding of contemporary opinion leadership requires a Multi-Step Flow framework that incorporates media decentralization and audience empowerment as essential variables. Finally, the article proposes directions for future research.

The Analysis of Digital Rhetoric in The Romance of the Three Kingdoms by Nuttakrit Powintara on YouTube

Paranyu Khamnamkhu — Fri, 26 Dec 2025 00:00:00 +0700

This study employs a qualitative research approach with two main objectives: (1) to analyze the use of digital rhetoric in the storytelling of The Romance of the Three Kingdoms on the YouTube channel "Migs Powintara," and (2) to examine the factors influencing audience preferences toward such digital storytelling. The research tools consist of in-depth interviews with Nattakrit Powintara, content analysis of the most-viewed Three Kingdoms YouTube video clip, and interviews with 10 audience members. The conceptual framework is based on five canons of digital rhetoric.

Findings regardingthe use of digital rhetoric indicate that

the presenter's practice aligns with the five canons: (1) Invention - providing knowledge and contributing to The Romance of the Three Kingdoms online library, with minimal preparation required as the content is internalized by the storyteller; (2) Arrangement beginning with what the audience will gain, followed by an engaging introduction, core content, and a memorable conclusion; (3) Memory - memorizing the spoken content using bullet notes, though these notes may not be referred to during recording; (4) Style - using artistic language; and (5) Digital Delivery employing a warm and pleasant voice for an enjoyable listening experience, appropriate body language, proper lighting, and editing techniques such as text overlays, visual illustrations, sound effects, close-ups and zoom-ins, and special effects. Regarding audience preferences, the results indicate that the most valued elements are the theme, language usage, and tone of voice, followed by various aspects of video editing techniques. This suggests that viewers prioritize the storyteller's personal expression and authenticity over technical production alone.

Future Scenario of Thai Film Industry in the Age of Artificial Intelligence

Viroj Suttisima — Fri, 26 Dec 2025 00:00:00 +0700

This research article aims to study and understand the future landscape of film in the era of artificial intelligence, as perceived by key personnel in the Thai film industries. The study primarily applies the concepts of the film industry value chain and artificial intelligence in creative industries. A mixed-methods approach, specifically Ethnographic Delphi Future Research (EDFR), was utilized. This involved a comprehensive review of academic literature, interviews, and questionnaires administered to a panel of experts. The research findings indicate that, among the three future scenarios projected for the next five years (up to 2030), the neutral scenario is the most probable. This scenario suggests a gradual progression, with development and problem-solving occurring through learning from more advanced countries. A key finding indicates that the level of artificial intelligence utilization is expected to increase, particularly in providing technical assistance and systematization, while humans will continue to remain central in processes of critical thinking and practical execution. Key recommendations emphasize the importance of first optimizing the existing film industry infrastructure before addressing collaboration with AI. Furthermore, promoting knowledge dissemination and training is crucial, as is establishing regulatory frameworks concerning human labour, law, and copyright.

An Analysis of Narrative Elements for Social Issue Communication in Television Series: A Case Study of Spare Me Your Mercy

Karada Ruampum — Sat, 27 Dec 2025 00:00:00 +0700

This research aims to analyze the narrative elements used to communicate social issues in the euthanasia-themed television series Spare Me Your Mercy. The study adopts a qualitative methodology, conducting textual analysis of all eight episodes alongside a review of relevant literature. The findings reveal that the series demonstrates comprehensive narrative elements, incorporating the Fichtean Curve to evoke emotional intensity and create pivotal turning points. The central theme reflects the right to die with dignity, while multi-level conflicts moral, social, and personal serve to deepen the ethical complexity of the story. The characters undergo various narrative arcs, the settings reflect contemporary Thai society, and the dialogues open space for moral contemplation. A range of narrative perspectives is employed, alongside symbolic devices that convey cultural meanings and emotional depth. In terms of communicative strategies, the series integrates sound, visual, and object design elements, as well as characters of diverse gender identities and social roles. These methods engage viewers in ethical reflection and encourage critical inquiry into the issue of euthanasia. The findings of this study provide a useful guideline for scriptwriting in other series that aim to address sensitive social issues.

Communication of Southern Identity in Provincial Costume Narratives: A Case Study of Miss Grand Thailand Pageants, 2016 - 2024

Worapong Chairerk, Saiyutee Peesai — Sun, 28 Dec 2025 00:00:00 +0700

This research aims to examine how southern Thai identity is communicated and how meaning is semiotically constructed through provincial costume narratives presented at the Miss Grand Thailand pageants from 2016 to 2024. This narratives play a significant role in expressing local cultural identity within the digital media environment. Using a qualitative research design, the study collected 111 provincial costume narratives from 14 southern provinces via the YouTube channel “Beam Nattapong, Grand TV” through purposive sampling. Data were analyzed using content analysis and Barthes (1957) semiotic framework.

The findings identify six major of southern identity represented in the costumes: local culture, tourist attractions, religious beliefs, local traditions, dialects, and local cuisine. Local culture emerged as the most prominent category (49.54%). Semiotic analysis further demonstrates that these narratives communicate identity across three layers of meaning denotation, connotation, and cultural myth, revealing how southern identity is negotiated at the intersection of tradition and modernity. The study concludes that beauty pageants operate as contemporary public spaces where local identities are negotiated and disseminated via digital media, thereby contributing to the preservation and reinterpretation of cultural heritage.

The Development of Animated Stickers to Promote Physical Well-Being

Jakkraphan Ruangnuphapkhajorn — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this research was to develop and examine the use of 26 animated stickers designed to promote physical well-being. A group of experts evaluated the quality of the animated stickers and found that their content was accurate and appropriate. The characters were described as cute, bright, and attention-grabbing, with a visually pleasant background. The text was easy to read and suitable for dissemination through social media platforms. In examining the use of the animated stickers, the satisfaction and perceived benefits of a sample of 551 participants were evaluated. The findings indicated a high level of overall satisfaction. The stickers were considered accurate in conveying meaning, unique, and memorable, with an appropriate design. Their visual appeal contributed to more effective communication of physical well-being. Participants also reported that the stickers could be used in daily life and provided substantial practical benefits. Furthermore, gender differences were associated with significantly different levels of satisfaction regarding the design features of the animated stickers, the accuracy and appropriateness of meaning conveyed, and opinions on the effectiveness of using the animated stickers to communicate physical well-being with conversational partners, at the .05 level. Differences in occupation were also associated with significantly different levels of satisfaction with the visual appeal of the stickers at the .05 level. However, the use of the stickers across different platforms did not result in statistically significant differences in the satisfaction and perceived benefits of the animated stickers at the .05 level. Across all content dimensions, differences in content and frequency of use resulted in statistically significant differences in satisfaction and perceived benefits of the animated stickers at the .05 level.