http://dspace.bu.ac.th/jspui/handle/123456789/224 การศึกษาค้นคว้าอิสระ Mon, 06 Apr 2026 08:49:57 GMT 2026-04-06T08:49:57Z http://dspace.bu.ac.th/jspui/handle/123456789/5458 Title: Mass Media Strategies and Its Promotion of Japanese Idol Culture in China: A Case Study of SNH48 and AKB48 Authors: Wenhao Fan Abstract: With the rapid expansion of Internet technology and the pace of commercialization of culture, different kinds of fan economies have become a hot topic of concern in recent years. This study aims to study the use of mass media strategies to promote Chinese idols (SNH48), and to compare the use of mass media strategies promoting SNH48 and Japanese idols (AKB48). The main research samples include three different types of mass media (paid vs. owned vs. social media) used by AKB48 and SNH48. With the three combined qualitative research methods -- case study, textual analysis, and participatory observation, the formation and development of its fan economy through mass media strategies were examined. It was found that this special model is a two-stage commercial model, which uses the long tail effect of the Internet and benefits from communication channels. The biggest innovation of this mode lies in its online-based social media and its offline communication strategy. Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2022 Sat, 01 Jan 2022 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5458 2022-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5369 Title: Portrayal of star image via digital media and its impact on fans’ attitude and behavior : A case of a Chinese star - Kris Wu Authors: Yi Xu Abstract: The concept of star originated in United States movies and was used to refer to actors with high prestige. Now the concept of star no longer refers specifically to actors. Singers, hosts and even Internet celebrities on social media can be called stars. This study chose Kris Wu, who is discussed by the public because of his illegal behavior, as the research object. This paper analyzed the image formed by his fans from four aspects: promotion, publicity, work products, criticism and commentary, and the change of fans' attitude and behavior towards him before and after his illegal behavior. This study used semi-structured interviews with 10 participants who are still supporting, and does not support Kris Wu. The results are compiled based on the responses of the participants. This paper also roughly discusses the motives behind fan behavior. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2021 Fri, 01 Jan 2021 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5369 2021-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5162 Title: Determinants of Live Video Streaming Social Networks on Users’ Behavioural Intention to Join Bigo-Live in Thailand Authors: Xie Peiying Abstract: This research described perceived ease of use, perceived usefulness, privacy, interactivity determinant users’ intention on live video streaming social networks which focusing on Bigo Live in Thailand. 200 questionnaires were distributed to respondents online in Bangkok, Thailand, who has experienced to downloaded Bigo Live app and use Bigo Live video streaming before or now. The descriptive analysis, One-Way ANOVA and Regression Analysis were applied in this study. The findings of confirmed that users with different personal characteristics in relations to gender, age, personal income per month, educational background have no significant different perception toward the determinant of social media uses of Bigo- Live Thailand. And determinants of social media uses of Bigo-Live Thailand are significant predictors of their behavioral intention to join Bigo-Live Thailand, and users’ behavioral intention to join Bigo-Life is significant predictor of their satisfaction toward the contents of Bigo-Live Thailand, as well. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2019 Sat, 01 Jan 2022 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5162 2022-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5069 Title: Framing Cosmetic Surgery: Content Analysis of 62 YouTube Videos by 16 Influencers Authors: Dan Luo Abstract: This article explores how cosmetic surgery was represented in YouTube videos. It borrowed Sun et al. (2020)’s the systematic examination of the cosmetic surgery frame in Chinese news to examine portrayals of cosmetic surgery on 62 YouTube videos by 16 influencers. The result shows that most of the videos focused on nose surgery content by using the case of patient issues that patients themselves reported. The benefit-focused frame dominated the sampled videos, and the major driver of cosmetic surgery was to pursue the ideal of beauty. Cosmetic surgery had a significant impact on physical aspects rather than psychological and social aspects of patients’ lives. The article concludes that influencers expressed a relatively positive attitude towards cosmetic surgery, evidenced by using the benefit-focused frame as the mainframe by all types of influencers. Implementation of online rules and regulations in each country could use the insight as a foundation to further explore how benefit-focused should be appropriately framed. Otherwise, overclaimed and misleading information may occur. Description: Independent Study (M.Com.Arts) -- Graduate School, Bangkok University, 2021 Wed, 01 Jan 2020 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5069 2020-01-01T00:00:00Z