THAI PARLIAMENT MEDIA IN THE CONTEXT OF MEDIA LANDSCAPE IN 3rd DECADE OF 21st CENTURY

Abstract

The research titled “Thai Parliamentary Media in the Context of the Media Landscape in the 3rd Decade of the 21^st Century” is a qualitative research. The objectives are to examine Thai parliamentary media within the evolving media landscape of the 3rd decade of the 21st century and to explore the role of Thai parliamentary media under the convergence of media platforms. The study employs In-depth Interviews using a semi-structured interview format, with key informants selected through purposive sampling. In addition, focus group discussions were conducted with stakeholders involved with the organization. The study applies various theoretical frameworks, including Political Communication Theory, Normative Media Theory, Technological Determinism, Media Convergence, Social Media, and the concept of the Media Landscape in the 3rd
Decade of the 21^st Century. The findings indicate that Thai parliamentary media in this context can be divided into two distinct phases: Phase 1 (2021 - 2025): During this period, Thai parliamentary media began presenting content in diverse formats, such as videos and infographics, while also promoting public participation in political discussions
through various social media platforms, including Facebook, YouTube, Instagram, etc. Furthermore, the launch of the TPchannel mobile application and Over - The - Top services enabled the public to access parliamentary news and activities more conveniently and in real time. Phase 2 (2026 - 2030): It is anticipated that the use of social media will continue in alignment with global digital trends, with the integration of artificial intelligence playing a crucial role in enhancing content production. Big data analytics will be employed to create more immersive and interactive content experiences, such as simulated parliamentary sessions, virtual parliamentary tours, and other forms of participatory digital media. Regarding the role of Thai parliamentary media within the context of a converged media environment, it is essential that it continues to adhere to its fundamental principles, including promoting public political engagement, serving as a neutral platform for opinion exchange, and functioning as a mechanism for checks and balances, particularly in monitoring the actions of the executive branch, members of the House of Representatives, and members of the Senate. However, within the framework of media convergence, it is also imperative to utilize social media and adopt modern technological systems to support content creation and dissemination. This integration aims to increase transparency and foster democratic values in the legislative process. Nevertheless, current public participation remains largely reactive rather than proactive. That is, while audiences are encouraged to consume and respond to content, they have not yet assumed a substantive role in content co-creation. This remains a significant challenge that warrants further attention and strategic development.