The Opinion of Media Entrepreneurs towards Thai Mass Media


The purposes of the research are to study the roles of today’s mass media and to gather media members’ opinions on media reform via qualitative and quantitative methodologies. Quantitative findings show that television is the medium media entrepreneurs have used the most. The next most used media are email and mobile phone respectively. Media entrepreneurs have high approval for the role of mass media today and think the roles follow the Normative Theories of Media Performance. The approval for public interest and accountability are in the middle to high level. Besides, most media members view that media organizations should have the regulation in certifying media license and the regulation in controlling the salary and welfare of media. Qualitative findings show that in regards to freedom, media members believe Thai media has freedom on the overall but has faced many legal restrictions too. In regards to content, most media members think the unbalanced proportion of substance and entertainment is not the problem of mass media, but rather the policy of each organization. In regards to work-amid-crisis atmosphere, most newsmen admit that working under the “red-yellow conflict” is more difficult than any previous political crisis.In regards to code of conduct, all media members say their editorial staff will not violate any person’s rights or defame anyone. In regards to media oversight, most media members disagree with the idea of media supervision by the government. They agree that a self-regulatory system should be in place. To them, media consumers are the best mechanisms to supervise

Author Information
Saranthorn Sasithanakornkaew, Kasetsart University, Thailand
Yubol Benjarongkij, National Institute of Development Administration, Thailand

Paper Information
Conference: EuroMedia2015
Stream: Mass Communication

This paper is part of the EuroMedia2015 Conference Proceedings (View)
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Posted by James Alexander Gordon