CRRU Journal of Communication

The aesthetic performance of "Phleng Choi" in the Digital Era through the show "Khun Phra Chuay"

Chutathip Srisueb, Ramet Limtrakul, Phanthakan Thanon — Tue, 26 Aug 2025 00:00:00 +0700

Aesthetic appreciation in the arts evolves continuously alongside the dynamics of society. "Phleng Choi", a form of traditional Thai folk performance, has undergone adaptation to align with the context of contemporary media, especially through the popular television segment “Choi Na Man” from the program Khun Phra Chuay, which has gained considerable viewership in the digital age. This academic article aims to explore the aesthetics of Phleng Choi performance in the digital era by analyzing video clips of “Choi Na Man” broadcasted on YouTube between 2022 and 2024. The analysis focuses on eight key theatrical components: script, performer, performance style, sound and music, props, costume, performance setting, and lighting.

The findings indicate two key dimensions in the aesthetic transformation of Phleng Choi in the digital era: (1) The transformation of folk culture into a cultural commodity that conforms to the logic of media reproduction within the contemporary consumer market, and (2) The shifting of production power that reflects middle-class ideology through content hybridization in the context of globalization. These changes have significantly affected both performance styles and audience perception of aesthetic value. Consequently, Phleng Choi in this new context transcends the notion of cultural preservation, emerging instead as a process of cultural reinvention for the contemporary era.

Communication Factors Affecting Online Gambling Media Literacy Among Students in Chiang Rai Province

Anyamanee Pakdeemualchon, Komsan Rattanasimakul — Sun, 31 Aug 2025 00:00:00 +0700

This qualitative research aims to study the communication factors affecting media literacy toward online gambling among university students in Chiang Rai Province. The study employed in-depth interviews with a total of 40 student participants. The sample was selected using purposive sampling and further expanded through snowball sampling based on referrals from individuals and experts. The research was analyzed using the framework of media literacy theory and relevant concepts related to factors influencing online gambling behavior.

The findings revealed that the communication factors affecting students’ media literacy toward online gambling include 1) Personal behavioral factors, 2) Interpersonal influences that contribute to gambling behavior, 3) Media and online advertising influences, such as advertisements and promotional content on websites and platforms like Facebook, and 4) Other factors, including legal aspects and accessibility to online gambling platforms.

The Relationship Between Health Media Literacy and the Learning Needs for Health Media Literacy Among the Elderly in Chiang Mai Province

Siroch Tanratanakul — Mon, 01 Sep 2025 00:00:00 +0700

This research was conducted with three primary objectives: 1) to compare the level of health media literacy among the elderly, 2) to compare the learning needs for health media literacy among the elderly, and 3) to investigate the relationship between health media literacy and the need for learning health media literacy in the elderly. A quantitative research methodology was employed using a survey design. Data were collected from a sample of 400 older adults, selected through multi-stage random sampling, using a self-administered questionnaire. Using the Pearson's Correlation Coefficient statistic

The findings revealed that: (1) demographic differences among older adults were significantly associated with variations in their levels of health media literacy; (2) such demographic differences also led to differences in their learning needs related to health media literacy; and (3) there was a statistically significant positive correlation between health media literacy and the demand for learning about health media literacy among older adults (r = .667, p ≤ 0.05).

Analysis of Strategies and Policies for Communication Among the Thai Elderly Case Study: 20-Year Strategy of the Department of Older Persons Affairs, 2018 – 2037

Purimprat Ampan, Atinan Keawparchan, Thosaporn Chaidech — Mon, 15 Sep 2025 00:00:00 +0700

This research aims to (1) analyze the communication strategies and policies for the Thai elderly, using the 20-Year Strategic Plan of the Department of Older Persons (2018–2037) as a case study. The study is based on the conceptual framework of strategies and policies, including measures (in terms of content/activities), forms of communication (media, channels, producers), and the expected outcomes such as changes in behavior, attitudes, and quality of life of the elderly.1)The research employs document analysis and content analysis, using purposive sampling to select key documents the 20-Year Strategic Plan of the Department of Older Persons (2018–2037) and the Third National Action Plan on Elderly (2023–2037). This is a qualitative research study. 2) The findings reveal that the communication strategies for the elderly outlined in the strategic plans are clearly defined and cover five main areas 3) Raising awareness and promoting positive attitudes toward the elderly through the production of diverse public media reflecting the value of older persons in society 4) Promoting health and disease prevention by developing educational media on well-being and access to healthcare services.

Promoting rights and welfare by disseminating information on basic rights and public service access. Fostering social participation, highlighting the elderly’s role in sharing wisdom and engaging in community activities. The study also indicates that the Third National Action Plan on Elderly (2023–2037) is aligned with the 20-Year National Strategy and various levels of national development plans, particularly in enhancing national competitiveness and promoting social equity.

Factors Influencing Viewers’ Likability of the Game Livestreaming of Streamer Aek Heartrocker

Paranyu Khamnamkhu — Mon, 13 Oct 2025 00:00:00 +0700

The research article titled “Factors Influencing Viewers’ Likability of the Game Livestreaming of Streamer Aek Heartrocker” is part of a research project on the digital rhetorical analysis of game livestreaming by streamer Aek Heartrocker. This qualitative study aims to investigate the factors that contribute to viewers’ likability of Aek Heartrocker’s game livestreaming. The data were collected through interviews with 15 viewers. Concepts related to streamers were incorporated into the analysis.

The findings revealed 8 key factors that influence viewers’ likability of his live streaming content, ranked in order from the highest to the lowest frequency as follow: 1) a unique and recognizable voice, 2) the translation of game content from English to Thai, 3) role-playing as in-game characters, 4) patience and attention to in-game details, 5) fluency and charisma in narration, 6) integration of meaningful insights and collaborative gameplay with friends, and 7) gaming skills.