CRRU Journal of Communication

The Representation of Marginalized Women through the Character “Mo” in The Paradise of Thorns

Punyiga Kajitrabin — Wed, 18 Feb 2026 00:00:00 +0700

This academic article examines the representation of marginalized women through the character “Mho” in the film Wiman Nam. The study aims to analyze how the film constructs representations of marginalized women and the reasons behind such portrayals. Narrative theory, patriarchy theory, three-dimensional character analysis, and representation theory are employed as the main analytical frameworks, with film textual analysis used as the research method.

The findings indicate that the representation of marginalized women through Mho can be categorized into three dimensions. First, Mho represents marginalized individuals who struggle to negotiate social power. Second, she embodies femininity under a patriarchal social structure that limits women’s roles and autonomy. Third, Mho represents a marginalized woman who seeks to shift her social status from the margins toward social “normalcy.” The study finds that the durian orchard and marriage registration function as symbolic tools for negotiating economic, social, and class mobility, as well as for accessing basic rights and social welfare. However, this representation contrasts with portrayals of women in many contemporary films that emphasize female agency and gender equality.

An Analysis of Persuasive Communication Strategies in Call Center Scams

Walee Preechapanyakul — Fri, 26 Dec 2025 00:00:00 +0700

This study investigates the persuasive strategies employed by call center scam groups to influence message receivers. The research adopts a qualitative approach analyzing a total of 100 online news articles concerning cyber fraud incidents published between January and September 2024. Data were examined through textual analysis, guided by Cialdini’s Principles of Persuasion and the Elaboration Likelihood Model (ELM).

The findings reveal that the receivers were most frequently influenced through the principles of authority and fear or urgency appeals, which significantly enhanced the persuasive impact while diminishing their capacity for critical information evaluation. As a result, the receivers processed information superficially and complied with the scammers’ requests, ultimately transforming from passive message recipients into active victims of deception.

Influences of Perceived Credibility of Football Social Media Influencers on Followers’ Attitudes and Behaviors

Apisit Supakitcharoen, Saravudh Anantachart — Tue, 17 Feb 2026 00:00:00 +0700

This study aims to examine the influences of perceived credibility of football social media influencers (SMI) on followers’ attitudes and behaviors. Credibility is categorized into three dimensions: trustworthiness, expertise, and attractiveness. The dependent variables include followers’ attitudes and behavioral responses. Employing an exploratory survey research design, data were collected from 113 online users who have followed football SMI on digital platforms. A questionnaire was used as the research instrument, and data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and multiple regression analysis. The findings indicate that the expertise and trustworthiness dimensions significantly influence positive attitudes toward influencers. Meanwhile, the attractiveness dimension has a strong impact on followers’ behavioral responses. Furthermore, the results show a positive correlation between followers' attitudes and their behavioral engagement with football SMI.

The Influence of Cybervictimization through Online Communication and Loneliness toward Depression among Undergraduate Students of Chiang Mai Rajabhat University

Supatatt Dangkrueng — Tue, 17 Feb 2026 00:00:00 +0700

This quantitative research aimed to investigate the influence of Cybervictimization through online communication and Loneliness toward Depression among undergraduate students at Chiang Mai Rajabhat University. Data were collected using a questionnaire from a sample of 400 participants, selected using stratified sampling.

Descriptive analysis revealed that the majority of respondents were female, with an average age of 20.20 years. 64.75% reported having been cybervictimized (at least once in the past year). Furthermore, 44.50% of respondents reported having high levels of loneliness and 3.75% were assessed as having symptoms of severe depression.

Pearson’s Correlation analysis indicated that all three variables (loneliness, cybervictimization, and depression) were positively and statistically significantly correlated at the 0.01 level. Loneliness showed the strongest moderate positive correlation with depression (). Cybervictimization had a moderate positive correlation with both loneliness () and depression ().

Multiple Regression analysis demonstrated that the model using loneliness and cybervictimization scores as predictors was highly statistically significant in predicting depression (). These two predictor variables collectively explained 30.4% of the variance in depression scores (). Both loneliness and cybervictimization were found to be positive and statistically significant factors leading to an increase in depression (Sig. = 0.000 for both variables) Loneliness was the strongest predictive factor ), followed by cybervictimization ().

The results suggest that an increase in either the level of loneliness or the experience of cybervictimization is significantly associated with an increase in depression scores. Loneliness was identified as the most powerful predictor of depression among this group of university students.

A Comparative Study of Demographic Characteristics and Consumers' Perception of the Government Savings Bank Brand Personality

Nalinrat Suriyachot, Anyamanee Pakdeemualchon — Wed, 18 Feb 2026 00:00:00 +0700

This research aimed to study 1) the brand personality of the Government Savings Bank among the public in Chiang Rai province, and 2) to compare demographic characteristics with the level of consumer perception of the Government Savings Bank brand personality, categorized by gender, age, education level, and income. A mixed-methods research was employed, combining quantitative research using questionnaires with the Osgood scale to measure five personality traits, collected from a purposive sample of 400 individuals in the Chiang Rai municipal area, Chiang Rai province, and qualitative research through in-depth interviews with 15 respondents. Statistical tests for differences included the t-test and one-way ANOVA, along with Thematic Analysis.

The survey results revealed that the sample group consisted of 69.50% males and 30.50% females. Their age range was between 26-30 years old (33.75%). The majority (31.00%) had a high school education, the most common occupation was company/shop employee (27.25%), and their monthly income was between 5,000 and 10,000 baht (38.75%). The research findings revealed that 1) the overall mean personality of the Government Savings Bank (GSB) had the highest overall score (x̄ = 5.25, SD = 0.97), followed by the competent type (x̄ = 5.43, SD = 1.371), the sincere type (x̄ = 5.37, SD = 1.175) and the profound type (x̄ = 5.23, SD = 1.072), respectively; and 2) Differences in gender, age, education level, occupation, and income result in different levels of opinions regarding the brand personality of the Government Savings Bank. The in-depth interviews revealed that the brand personality of the Government Savings Bank, as perceived by the informants, was primarily characterized by sincerity and competence, while excitement and ruggedness were less prominent dimensions.