The 3S Model in Thai Political Communication in the Digital Era: Applying the Principles of Mindfulness and Samma-ttha to Prevent Fake News

Abstract

This article analyzes the trend of political disinformation in Thai digital media from 2019 to 2025 and introduces the 3S Model (Sati–Sammatta–social media) to build ethical immunity against fake news. The study uses a mixed-method approach, including the analysis of 4,500 pieces of disinformation and in-depth case studies of the Anti-Fake News Center (AFNC), Cofact network, and the collaboration between TikTok and the Election Commission. Additionally, the research incorporates an 8-week online mindfulness training and Sammatta workshops.
The analysis reveals that the proportion of political disinformation increased from 18% in 2023 to 27% in the first half of 2025, with TikTok growing at a rate of 25% annually. The 3S Model reduced the sharing of disinformation by 18% within six weeks through the Sati-Prompt feature, decreased confirmation bias by 21%, and increased source verification by 19%. Concurrently, the Sammatta program raised the rate of false post corrections from 4% to 19% within three months.
The article recommends integrating the 3S Model into Media & Information Literacy curricula and developing an automated monitoring system to sustain ethical behavior long-term. It also calls for a “Mindful Media” innovation fund to support AI pre-bunking tools that effectively reach communities.