THE INFLUENCE OF MEDIA EXPOSURE AND MEDIA LITERACY ON THE POLITICAL COMMUNICATION BEHAVIOR OF THE PEOPLE IN THE LOWER NORTHERN REGION OF THAILAND
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Abstract
This study investigates political communication in the Lower Northern Region of Thailand with four main objectives: 1) to examine levels of media exposure, media literacy, and political communication behaviors; 2) to analyze the relationships between personal factors and political communication behaviors; 3) to assess the influence of media exposure and media literacy on political communication behaviors; and 4) to propose approaches for promoting constructive political communication within communities. A mixed-methods approach was employed. Quantitative data were collected from 400 individuals aged 18 and above in Mueang Tak and Mueang Sukhothai districts using multistage sampling, with a questionnaire demonstrating high reliability (Cronbach’s Alpha = 0.84). Qualitative data were obtained through in-depth interviews with 12 purposively selected participants, including community leaders, local activists, local media, and youth, and analyzed using thematic analysis.
Finding:
- Respondents demonstrated high levels of media exposure and media literacy overall (Mean = 3.89, SD = 0.54), particularly in terms of accessing news from multiple platforms (Mean = 3.94, SD = 0.64) and distinguishing between real and fake news (Mean = 3.86, SD = 0.57).
- Education level was positively correlated with news exposure and political expression (r = .362, p < .01; r = .341, p < .01), whereas age was negatively correlated with digital political engagement (r = –.288, p < .01). Regression results indicate that media literacy (β = .318, p < .01) and political affective involvement (β = .301, p < .01) significantly influenced political communication behaviors.
- Furthermore, individuals using multiple platforms showed greater interpretative ability than those relying on a single platform (Mean = 4.02 vs. 3.41, t = 4.382, p < .01).
- Qualitative findings suggest four approaches to enhance constructive political communication: strengthening reliable local media, integrating media literacy into education and youth activities, utilizing local culture and language to address political issues, and encouraging youth participation in content creation. Overall, the study confirms that diverse media exposure, media literacy, and affective involvement are key to fostering constructive political communication in regional communities.
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