Eighth International Conference on Communication & Media Studies

Abstract

While serious journalism and government public communication have dominated the dissemination of reliable information relating to the COVID-19 pandemic, popular media such as music, film, theatre, meme, and self-made clips have played an important role, too. But to what extent have they functioned as source of information for the public during the global pandemic? Have they promoted health communication or have they exacerbated the situation by promoting public disinformation? With an empirical focus on the COVID-19 pandemic in Thailand, the qualitative research presented in this paper examines the role of popular media as vehicles for the dissemination of information relating to the pandemic. Content analysis of selected popular media (i.e. meme, animation, e-stickers, music and self-made movies) that appeared online and of social media during May 2020 and April 2022 shows that popular media have the capacity to communicate key health-related messages, including the virus’ effects on physical and mental health; reactions to preventive measures; criticism of state policy and of fake news; words of encouragements; mockery and satire of social panic. Through their infotainment quality, these popular media are likely to maintain informative and persuasive functions; they also offer more positive sentiments (optimism/encouraging/fun) than negative ones. At the same time, content simplification and infotainment can underplay complex issues entailed in COVID-19 news reports, which may affect knowledge about health protection and preventive measures. Within Thai contexts, the result suggests how infotainment media can be a useful source of health-related communication and new alternatives for networking during the pandemic crisis.

Presenters

Alongkorn (Al) Parivudhiphongs
Head of the Department of Journalism and Information, Faculty of Communication Arts, Chulalongkorn University, Thailand