คณะนิเทศศาสตร์ http://dspace.bu.ac.th/jspui/handle/123456789/141 2026-04-22T07:33:30Z 2026-04-22T07:33:30Z Avito Julio Hendriques http://dspace.bu.ac.th/jspui/handle/123456789/5974 2026-04-21T07:47:21Z 2026-01-01T00:00:00Z

Title: Timorese University Students’ Utilization of Youtube as a Learning Media to Improve English Speaking Skills: A Case Study of First-Year Students at Universidade Nacional Timor Lorosa’e (UNTL) Authors: Avito Julio Hendriques Abstract: English is a compulsory subject and an essential tool for academic success, employment, and integration with ASEAN in Timor-Leste. However, many students still raise concerns regarding difficulties with speaking skills. With its rich resources and extensive content available on YouTube, it serves as a valuable learning tool for both students and teachers. Although prior research in Timor-Leste on the relationship between the impact of YouTube and students’ English-speaking skills has been conducted, studies focusing on first-year students are limited. Thus, this study examines how YouTube is used to improve English-speaking skills among first-year students at Universidade Nacional Timor Lorosa’e (UNTL), Timor-Leste. A qualitative approach was applied to obtain primary data. The researcher conducted focus group discussions with 10 students and in-depth interviews with 3 English teachers, combining these with classroom observations. The findings show that YouTube acts as a motivational tool, fostering students to obtain knowledge independently outside the classroom on their own time. Self-driven learning interest and approach are also boosted. YouTube benefits students in their pronunciation, vocabulary, and confidence in speaking. Teachers also view YouTube, as well as other social media platforms, as a valuable tool to enhance learning experience and interaction. They strongly recommend using it in combination with the traditional teaching method to achieve better performance from their students. This research concludes that combining students’ self-directed learning with teachers’ teaching strategies creates a more engaging English learning environment and projects the potential of social media as a practical learning tool. It also suggests that there is a need to incorporate digital-based learning programs into the national curriculum and allocate a national budget to maximize the benefits in this area. Description: Independent Study (M.Com.Arts.)--Global Communication, Graduate School, Bangkok University, 2026

2026-01-01T00:00:00Z Yi Xue http://dspace.bu.ac.th/jspui/handle/123456789/5970 2025-11-27T03:45:02Z 2025-01-01T00:00:00Z

Title: The Impact of Sources Credibility on Chinese Audience’s Self-Esteem and Social Media Uses on Ted Talks -- A Case Study of Kai-Fu Lee's "How AI Can Save Our Humanity" Authors: Yi Xue Abstract: This study investigated the influence of source credibility of TED Talk speakers on the self-esteem and social media uses of Chinese audiences. Utilizing a quantitative research approach, the study examined the perceptions of 203 participants within the age group of 16-30 years old Chinese audiences who are regular viewers of TED Talks, particularly analyzing the case of Kai-Fu Lee's presentation on "How AI Can Save Our Humanity." The sample was selected using purposive sampling and convenience sampling. The mean and standard deviation were tabulated and the hypotheses were tested using Stepwise Regression with the statistical significance of 0.05. Findings are as follows: The findings revealed that source credibility did not significantly affect self-esteem, but their self-esteem was a significant negative predictor of social media use for integration and emotional connection, as well as integration into social routines. The findings suggested that individuals with higher self-esteem tend to use social media, including TED Talks, significantly lesser than individuals with lower self-esteem. Secondly, the result found that self-esteem is a significant predictor of social media use among Chinese TED Talk viewers. The implications of this research are manifold, offering insights for TED Talk producers to better tailor their content for diverse demographic groups and for social media platforms to enhance viewer engagement. Additionally, the study suggested that individuals with higher self-esteem may not rely as heavily on social media for social validation, whereas those with lower self-esteem may seek more external affirmation through social media platforms. The research contributes to the body of knowledge by highlighting the complex relationship between media source credibility, self-esteem, and audience‘s social media uses, particularly within the context of TED Talks viewed by Chinese audiences. Description: Independent Study(M.Com.Arts)Graduate School, Bangkok University, 2024

2025-01-01T00:00:00Z Nguyen Ha Thuy Khue http://dspace.bu.ac.th/jspui/handle/123456789/5962 2025-06-07T06:05:39Z 2025-02-12T00:00:00Z

Title: The impact of storytelling elements in advertising music video based on cultural values and social contexts to young adult Vietnamese’ emotional appeals: A case of Biti’s Authors: Nguyen Ha Thuy Khue Abstract: Tet, the Vietnamese New Year, is a time for celebration, reunion and is also the most significant occasion in Vietnam. “Đi để trở về (Going far to come back)” is a longstanding music video (MV) advertising campaign, launched in 2017 by the footwear brand Biti’s in Vietnam, typically released around the Tet holiday yearly. This research delves into the impact of storytelling elements (including plot, character and lyric) in Biti’s "Đi để trở về (Going far to come back)" campaign, focusing on seasons 1, 6, and 8. The study is guided by two main objectives: (1) to investigate how Biti’s uses storytelling in its music videos to reflect and engage with the Vietnamese cultural context, particularly during the Tet holiday; and (2), to examine the influence of these storytelling elements on the emotional appeals of Vietnamese young adults. This study uses a qualitative method, including in-depth interviews, contextual analysis, and textual analysis, to examine the portrayal of Vietnamese cultural values and context in storytelling elements to connect emotionally with the audience. Additionally, semi-structured indepth interviews with Vietnamese individuals (aged 19–32), including both those living near and far from their families, were employed to understand their perspectives, perceptions, and emotions regarding the central theme of "Đi để trở về (Going far to come back)". The findings revealed that the "Đi để trở về (Going far to come back)" campaign effectively utilizes storytelling elements, such as plot, character, and lyrics based on Vietnamese cultural values and contexts to resonate with the audience's emotional appeals, particularly the themes of family reunion across different years. Through in-depth interviews, it was found that the emotional appeals of the MVs were stronger among individuals who had similar experiences with the storyline and characters in these MVs. Cultural values including traditional Tet symbols,v family dynamics in the specific contexts, played a significant role in enhancing the emotional impact on viewers Description: Independent Study(M.Com.Arts)-Global Communication, Graduate School, Bangkok University, 2023

2025-02-12T00:00:00Z LE HO MY UYEN http://dspace.bu.ac.th/jspui/handle/123456789/5961 2025-05-31T03:53:41Z 2025-01-01T00:00:00Z

Title: Narrative Storytelling In Chinese And Vietnamese Idol Survival Program: The Comparison Between Produce Camp 2021 (CHUANG 2021) And Vote For Five Authors: LE HO MY UYEN Abstract: This study investigates the narrative storytelling elements in Chinese and Vietnamese idol survival shows through a comparative analysis of CHUANG 2021 from China and Vote For Five from Vietnam. Using Meir Sternberg's narrative dynamics and Saussure’s Semiotics Theory, the research examines how storytelling is constructed through semiotic and narrative techniques in each program. A qualitative content analysis was conducted, focusing on key components such as visual elements, contestant interactions, performance settings, and linguistic diversity. Saussure’s Semiotics Theory provides a lens to analyze the use of semiotic elements, such as costumes, set designs, and visual consistency, in shaping audience perceptions. In CHUANG 2021, a high level of visual cohesion is evident across performances and behind-the-scenes footage, with contestants’ dormitory life and multilingual conversations adding depth to their portrayals. In contrast, Vote For Five demonstrates less visual consistency, with performance costumes and set designs varying significantly across episodes. Moreover, contestant interactions and behind-the-scenes content are minimally featured, focusing more on the performances themselves. Meir Sternberg’s concept of narrative dynamics—prospection-suspense, retrospection-curiosity, and re-cognition-surprise—reveals differing approaches to storytelling. In CHUANG 2021, these narrative values are systematically embedded across the show’s semiotic and narrative elements, creating a cohesive and engaging story arc. Conversely, Vote For Five applies these dynamics inconsistently, leading to less structured storytelling. This research highlights how cultural and production contexts influence the narrative strategies of idol survival shows. The findings provide insights into how storytelling techniques can enhance audience engagement, offering recommendations for producers to refine their approaches in emerging markets like Vietnam, where the idol industry is still developing. Description: Independent Study (M.Com.Arts)-Graduate School, Bangkok University, 2023

2025-01-01T00:00:00Z