Media Consumption in Phranakhon Si Ayutthaya during the Covid-19 Pandemic

Abstract

The objectives of this study were 1) to examine the media consumption behaviors and their impacts among the residents of Phranakhon Si Ayutthaya during the Covid-19 pandemic; and 2) to compare these impacts across different generations. The research employed a mixed-methods approach, integrating both quantitative and qualitative methodologies. Two types of data collection tools were used namely an online questionnaire completed by 448 respondents and in-depth interviews with 64 key informants. The questionnaires were analyzed by statistical data with frequency, percentage, mean, Standard Deviation (S.D.), one-way ANOVA, and multiple comparisons. In terms of in-depth interviews were analyzed by content analysis.
The findings indicated that during the Covid-19 pandemic, both the sample group and key informants increased their media consumption, compared to normal circumstances, utilizing various channels. Television emerged as the most popular medium, followed by Facebook and YouTube. The most popular content included dramas, series, and movies, followed by music and concerts, and live streaming sales. For news and information, it related to the Covid-19 pandemic. The sample group and key informants were mostly interested in the number of infections and deaths, followed by vaccine updates, and the virus spread. They primarily obtained this information via television news programs, followed by Facebook posts and information from family members and friends. After media consumption, each generation has been uniquely influenced by media consumption. Generation B has been less affected compared to Generation Y and Z; whereas Generation X has experienced lesser impact than Generation Z. Categorically, mental effects have emerged the predominant consequence of media consumption across all generations, followed by different impacts on daily life and communication.