Journal article Open Access

Mobile Communication Devices and their Impact on Social Communication in Thailand

Louangrath, P.I.

This paper studies the impact of mobile communication devices on social communication. The paper focuses on the availability and use of mobile phone and tablet as tools to access the mass media, and how they impact contemporary culture in Thailand. The objective of this research is to provide quantitative tools to determine changing trend in mass communication moving from the traditional print media to electronic information transfer through mobile devices. The research intends to prove how this new means of information exchange impact both contemporary culture and social communication in Thailand. Structural data for telecommunication subscriptions and market trend was obtained through the ICT Ministry’s data base. Primary data comes from a field survey. The survey is comprised of 60 randomly selected mobile device users. The methodology employed in this research consists of impact analysis modeling (IAM). Series of statistical tests were used to analyze the data. A confidence interval of 0.95 was used in all statistical tests. Laplace Trend Test (LTT). The findings show that there is an increasing trend among users to accessing the mass media through mobile devices. The Z-score LTT exceeds 1.65. The prospective impact of mobile devices on social communication was identified through Kahneman-Tversky Prospect Theory equation. Under the prospect theory, the impact of mobile communication devices on social communication exceeds 0.80. The intended contribution of this research is to introduce quantitative method in communication research through impact analysis. The impact of mobile communication device on social communication is used as a case study.

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