The Roles of ASTV Channel on Political Socialization: A Case Study of ASTV Channel Audiences in Maha SaraKham


The People’s Alliance for Democracy (PAD)’s political rally resisting Thaksin system for 193 days is not only the longest rally in Thailand’s history, but also the new political phenomenon in television industry. The mentioned broadcast had audiences from across Thailand and eventually caused a major political change. Maha Sarakham has a political stronghold of the old network of Police Lieutenant Colonel Thaksin Shinawatra and it is also the place of the assemblies of people in the name of PAD. In this research, the political socialization includes political awareness, political attitudes, and political participation. Questionnaires were used with ASTV channel audiences in Maha Sarakham. The findings show that the audiences have medium and high levels of political awareness. There political attitudes are consistent with information provided by the channel. In terms of political participation, the political discussion of most audiences is also considered as a form of political participation. Moreover, these people are also considered as the one active in receiving political information. By considering the relationships between demographic characteristics, media openness, and political socialization, it is found that gender and education level have no relationship with media openness and political socialization. Gender, occupation, and income have relationship with media openness and political socialization. These findings are consistent with the analysis results of the difference between demographic characteristics and political socialization indicating that people having different genders and education levels have similar political socialization, while people having different ages, occupations, and incomes have different political socialization.

Author Information
Chayanoot Veerasarn, Mahasarakham University, Thailand

Paper Information
Conference: ACSS2013
Stream: Social Sciences

This paper is part of the ACSS2013 Conference Proceedings (View)
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