Similarities or Differences: The Exposure to Media Messages among Thai-So Women, Kusuman District, Sakon Nakhon Province, Thailand

Abstract

The objective of this research was to investigate the types of mass media and media messages exposed to each generation of the Thai-So women across three villages. Purposive sampling technique was used for selecting 30 key informants. The research instrument was semi-structured interview guideline. Data were analyzed by content analysis. The research results could be divided into two parts. Firstly, the exposure to mass media, all three generations did not read a newspaper, but they listened to the radio and watched television. Some Generation X-ers started to use the internet while baby boomers did not. Generation Y-ers were ‘digital natives’, so it was not surprising that they chose to use the internet to a greater extent than traditional media. Interestingly, the smart phone became the most important device for accessing the internet; Generation X-ers and Generation Y-ers were exposed to content through those platforms – namely Youtube, Joox, Line TV, Facebook and Line. Secondly, regarding the exposure to media messages, the characteristics of media messages exposed to them were similar – that is entertainment, knowledge, and news programs. However, when the researcher considered the details of the media messages, it was found that there were differences. As such, the media messages most popular with the baby boomers were those presented in a Thai series format, while Indian series and Korean series were popular with Generation X-ers and Generation Y-ers respectively. Consequently, the research results concluded that there were both similarities and differences regarding the exposure to mass media, and the media message content, among the three generations. Keywords: Exposure, Mass Media, Media Messages, Thai-So Women of Kusuman District