Title: The Communication Effect of Thai Public Service Advertising in China: A Semiotic Analysis
<br>Cover Date: 2024-06-01
<br>Cover Display Date: June 2024
<br>DOI: 10.22452/ijcs.vol15no1.5
<br>Description: With the increasing significance of public service advertising in information dissemination and value guidance, the dissemination effect of Thai public service advertisements in China has attracted widespread attention. This study selected 20 Thai public service advertisements from 2015 to 2022. It uses case analysis and semiotic theory to deeply explore the role of visual and auditory symbols in the effectiveness and dissemination of Thai public service advertisements. Questionnaire survey and in-depth interview methods were used to research the dissemination effects of Thai public service advertisements on Chinese audiences. Research has found that in Thai public service advertisements, using populist character symbols, philosophical textual symbols, realistic scene symbols, and appropriate auditory symbols can significantly improve advertising effectiveness and the spread of information. Thai public service advertising is found to significantly impact Chinese audiences in the aspects of cognition, attitude, and behaviour. This study provides a reference for creating and disseminating Chinese public service advertising. It is expected to promote further the exploration of content production in Chinese public service advertising.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: Chinese self-presentations of happiness on social media: A content analysis of new year wishes
<br>Cover Date: 2024-06-01
<br>Cover Display Date: Jun 2024
<br>DOI: 10.22452/ijcs.vol15no1.7
<br>Description: The understanding of happiness is subjective, with cultural tendency. Nowadays, New Year’s wishes have become a culture in China. The wishes of individuals, to a certain extent, reflect their inner needs and desires, and can be considered as a window and channel from which to interpret individual views of happiness. In this study, social media users’ posts are considered as self-reports, enabling an exploration of Chinese users’ perspectives on happiness through content analysis of their New Year’s wishes. A total sample size of 1,581 posts from three consecutive years (2021-2023) was collected using a Python program from Sina Weibo. These posts were then coded based on a coding scheme developed through prior empirical categorization processes. The findings reveal a comprehensive portrayal of happiness as perceived by Chinese people from ten dimensions: Being in a positive mental state, having future expectations, enjoying good health, possessing sound financial stability, spending time with family members, leading an unrestricted and joyful life, maintaining good appearances, freedom from disasters, and achieving success in work. Furthermore, this study discusses various definitions of happiness as well as strategies for attaining it. While many conclusions drawn align with findings from previous studies, some distinct insights are also presented herein along with implications and limitations specific to this current study.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: Game Scrum: Reinventing the Agile Methodology Through Computer Game Dynamics
<br>Cover Date: 2024-01-01
<br>Cover Display Date: 2024
<br>DOI: 10.1109/ITET64267.2024.00014
<br>Description: Computer games are challenging to develop because they are complex and volatile. Creating a single game requires a combination of skills. In this research, the researcher wanted to test game development using the Scrum method, a systematic work process designed to accomplish complex tasks through effective teamwork. The researcher used the game development project 'Ya Mo City: The Legendary Adventure' as a case study, employing the Scrum method in the game creation process. The results of the satisfaction assessment of the experimental group, consisting of 100 people, showed that the overall satisfaction of the testers with the game was at a good level, with a mean of 4.06 and a standard deviation of 0.81.
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: RESEARCH ON VISUALIZATION AND INTERACTIVITY OF VIRTUAL REALITY TECHNOLOGY AND DIGITAL MEDIA IN INTERIOR SPACE DESIGN
<br>Cover Date: 2024-01-01
<br>Cover Display Date: 2024
<br>DOI: 10.12694/scpe.v25i5.3147
<br>Description: The combination of digital media and Virtual Reality (VR) technology has become a disruptive force in the interior space design industry, changing the way that design is explored and augmenting its experiential aspects. Examining the substantial effects of deep visualization and technological interaction on the conception and interaction with interior environments, this research explores the junction of these dynamic domains. This study intends to uncover the interactions that drive internal designing spaces into a new era of creativity and engagement with users through a thorough investigation of state-of-the-art VR tools and multimedia services and technologies. The research approach entails a thorough examination of popular virtual reality systems and digital media strategies used in the interior design industry. We’ll carry out user feedback surveys and real-world case studies to see how well these tools work at communicating design ideas and encouraging group decision-making. Considering aspects like accessibility, visual dedication, and real-time interaction, the study aims to identify the main opportunities and obstacles associated with the combination of VR and electronic media inside interior space design. This research will lead to the proposal of a framework for the best possible use of digital media and virtual reality in interior space design. The framework is intended to serve as a guide for designers, architects, and other relevant parties as they fully utilize these technologies to improve visualization, collaboration, and user experience. Furthermore, the study will provide insightful information to the larger conversation on how emerging technologies are reshaping design disciplines.
<br>Citations: 3
<br>Aggregation Type: Journal
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<br><br><br>Title: Adaptive Cauchy Mutation Integrated Particle Swarm Optimization for Random Collision Detection in Virtual Museum
<br>Cover Date: 2024-01-01
<br>Cover Display Date: 2024
<br>DOI: 10.1109/ICDSNS62112.2024.10691255
<br>Description: The use of Random Collision Detection (RCD) is highly important in virtual museums because of the need to closely simulate the operations of an actual museum. However, the existing detection algorithm face challenges in complex scenes where multiple objects interact. To address this problem, the Adaptive Cauchy Mutation (ACM) integrated Particle Swarm Optimization (PSO) based RCD (ACM-PSO based RCD) is proposed in this research for detecting collisions in the most effective way by choosing the optimal paths in the solution space. Initially, the Virtual Museum System (VMS) is designed in 3D model that provides a multisensory experience by allowing users to interact with artefacts visually. The two models are considered as a two set of features and allowed to collide with each other by adjusting the collision detection threshold value. Later the ACM is integrated with the PSO to achieve the optimal solution for the precise detection of collision in the search space. The results showed better accuracy and precision with 99.64% and 98.95% when compared to the existing methods Bidirectional Long Short Term Memory (Bi-LSTM) based VMS and Virtual Reality based Museum Exhibition (VRME) based VMS.
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Application of Image Recognition and 3D Reconstruction Technology in Virtual Museum System
<br>Cover Date: 2024-01-01
<br>Cover Display Date: 2024
<br>DOI: 10.1109/AEECA62331.2024.00098
<br>Description: With the development of computer technology in various aspects, the display methods of museum cultural heritage have undergone earth shaking changes. The emergence of virtual museum systems provides users with a more intuitive understanding of cultural relics with their unique sense of realism and immersion. Currently, most virtual museum systems lack detailed display of cultural relics, making it difficult to mobilize public participation. This article studied the application of image recognition and three-dimensional (3D) reconstruction technology in virtual museum systems, aiming to compensate for the shortcomings of current display forms and enhance public interaction and participation. By precisely collecting cultural relic image data and combining it with Scale-Invariant Feature Transform (SIFT) to identify key features, texture mapping was used to enhance the three-dimensional reconstruction effect of cultural relics. In the experimental analysis, the average accuracy of cultural relic recognition under the system model in this article was 4.3% and 4.6% higher than that of the virtual museum system based on 3D VR (Virtual Reality) technology and geometric modeling. The effective recognition and 3D reconstruction of cultural relics images can help to fully display the details and structure of cultural relics, and enhance the user's experience of tourism and learning.
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Digital learning platform for cultural heritage: new normal tourism for community
<br>Cover Date: 2024-01-01
<br>Cover Display Date: 2024
<br>DOI: 10.1108/JCHMSD-09-2022-0153
<br>Description: Purpose: This study aimed to (1) elucidate the results of a social outcomes assessment and socio-spatial return analysis of a social innovation village (SIV) program in Thailand, (2) develop a social return on investment (SROI) tool for a digital learning platform of cultural heritage and (3) propose the application of an SROI calculator for policy decision-making. Design/methodology/approach: SROI methodology was applied to analyze data from a sample of 110 individuals from the SIV in the Tha Ruea community, Nakhon Phanom province, Thailand, which is renowned for musical instrument making, to assess the social innovation objectives. Findings: Improvement in the grassroots economy led to increased income, translating to assessment outcomes and social values within the tourism community. Social and digital media platforms link physical and digital spaces to facilitate interactive learning and online tourism in the community. Research limitations/implications: Since the COVID-19 pandemic led to a pronounced economic decline, especially in the tourism sector, the results only partially capture the actual benefits of SROI. To address the challenge of adapting the ecosystem of local tourism into the alternative market, training programs are recommended, including upskilling and new-skilling courses offered by state agencies, to support this technological trend. Originality/value: This research illustrates how an integrative platform between digital technology and cultural heritage can address the significant shift in tourism behavior and promote a new era of cultural heritage tourism in virtual and physical spaces.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: Using Co-Design to Develop Service Application for Large Scales Food Center
<br>Cover Date: 2022-09-28
<br>Cover Display Date: 28 September 2022
<br>DOI: 10.1145/3568364.3568377
<br>Description: This research developed the integrative service application for large scales of food centers at Mahasarakham University (MSU). The objectives follow; 1) to examine the demands and experiences of the stakeholders and the customers in the MSU canteen, 2) to develop a model of MSU canteen application, and 3) to evaluate the application's quality and the service user's satisfaction after testing the MSU canteen application. The research instruments were; 1) an observation form 2) an in-depth interview form 3) a questionnaire 4) a model MSU canteen application, and 5) a quality and satisfaction assessment form. The sample group consisted of; 1) the sample group in collecting data in the field before media production are as follows: (1) three Specialists (2) two representatives of the service provider (3) ten entrepreneurs (4) fourthly customers were used for the service. 2) the experimental group to assess the quality of the prototype media after media production consisted of; (1) three Specialists (2) two representatives of the service provider (3) ten entrepreneurs (4) service users thirty people. The main research findings found the needs of the stakeholder groups preferred the one system of MSU canteen application; which integrates all databases across customers, service providers, and administrator's information can be linked through one digital platform. The key design components of the MSU canteen application model consisted of; three systems in one application with three main functions including customer, service providers, and administrator systems. The sum scores of quality assessment in part of the performance, effectiveness, and satisfaction of the MSU canteen application model from 42 stakeholders' averages at a good quality level
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: The Perspective of Digital Communication with Intangible Cultural Heritage Information under the Media Technology Environment: In Case Study of Molan Culture
<br>Cover Date: 2022-01-01
<br>Cover Display Date: 2022
<br>DOI: 10.1109/ICIKM56948.2022.00020
<br>Description: In the environment of the era of information and globalization, it is an international topic to research on the digital communication of intangible cultural heritage. The research object is Molan's digital communication. Molan is a China's national intangible cultural heritage. Studying the digital communication of Molan can provide communication perspectives, methods and theoretical support for the research of Molan and intangible cultural heritage, and provide reference for the protection, communication, inheritance and development of other intangible cultural heritage projects in China and even the world. This study found the key communication successes follows: in content production, build 'PGC(Professional Generated Content)+UGC(User Generated Content)' production system and adhere to the concept of 'Content as King'. In terms of communication channels, build a 'social +intangible cultural heritage' platform to realize immersive interactive communication; Adopt the mode of 'short video +intangible cultural heritage' to realize visualized vivid communication; The 'algorithm + intangible cultural heritage' mode is adopted to build an intelligent distribution system to realize personalized accurate communication.
<br>Citations: 3
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Research on the Achievements of Thai Advertising Content Creation and Social Media Channels and Cross-cultural Communication in China
<br>Cover Date: 2022-01-01
<br>Cover Display Date: 2022
<br>DOI: 10.1109/ICICA56942.2022.00020
<br>Description: With the continuous development of Internet technology and the arrival of the era of big data, social media has gradually become an indispensable part of people's lives. By the tendency of economic globalization, this technology makes it easier for people to come into contact with foreign cultures. Cross culture is a new way of communication, and advertising is a form of culture. Moreover, cross-cultural communication medium can play a role in communication by spreading and maximizing its cultural spread value and economic value, and actively spreading our national culture and image. In terms of advertising, Thailand's advertising industry is famous for its creativity in the international market, highlighting its cultural value and commercial value in the field of advertising. The national creativity and national culture displayed by it can be used for reference by China. This paper adopts the method of literature analysis and case analysis. It discusses three aspects of Thai advertising with personal communication and interaction, Thai advertising with plot as the traction and Thai advertising with emotion as the center. Through the research, this paper will find the success factors of Thai advertising in the process of cross-cultural communication. Hoping it will be helpful to the cross-cultural communication of Chinese advertising.
<br>Citations: 2
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Social Media as a Field for Knowledge Creation
<br>Cover Date: 2022-01-01
<br>Cover Display Date: 2022
<br>DOI: 10.1109/ICIKM56948.2022.00021
<br>Description: With the rapid development of media technology, social media has become an important field for knowledge creation and caught a lot of people's attention. An interdisciplinary research that combines management and sociology to explain the complex online actions of posting behaviors and settings for knowledge creation is necessary. With the method of online ethnography 'Netnography', through the the forms of immersive participant observation, individual interview and literature analysis, this article focuses on the field in which knowledge creation takes place from the perspective of field theory, details the conversion between tacit knowledge and explicit knowledge, especially the flow of explicit knowledge on social media. Social media is considered as the foundation for knowledge creation. The explicit knowledge actors posted becomes a database for others, or can be combined with existing information and new knowledge generates. It can also become a pseudo-environment or a context for actors. During the interaction, different sub-fields, such as private sub-field, group sub-field and public sub-field of knowledge creation are formed. The strategies for knowledge creation and their influence factors are also discussed in this article. This interdisciplinary analysis is valuable for re-examining knowledge creation on social media and leveraging the strengths of actors for knowledge sharing and production.
<br>Citations: 1
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: An artificial intelligence instructional system to promote learning on rice farming basing on the philosophy of sufficiency economy for farmers in the upper northeastern Thailand
<br>Cover Date: 2021-01-01
<br>Cover Display Date: 2021
<br>DOI: 10.1109/CCISP52774.2021.9639290
<br>Description: Thailand has played a major role in exporting rice in the international market. However, the system for supporting career development and lifelong learning of rice farmers living in rural areas had not been well developed. Therefore, we developed an e-learning system with social-media-based communications for those in the Upper Northeastern Thailand (the poorest region). Results show that a majority of farmers who used the developed e-learning system answered that they were satisfied with their learning experience. Our study highlights the importance of the local contexts and local needs, which can be incorporated upon the developing an education tool.
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Applying human-centered design for game development to promote the local wisdom of Indigo-Dyed fabrics production
<br>Cover Date: 2020-09-01
<br>Cover Display Date: September 2020
<br>DOI: 10.14456/hasss.2020.32
<br>Description: This study aims to develop an interactive game to promote the local wisdom of natural indigo dyeing as a unique cultural characteristic of Sakon Nakhon Province, and to create a new approach of learning local wisdom that corresponds with modern instructional models. The conceptual framework for this research was applied from the Human-Centered Design concept. The guide to the media development, contents, and game condition, were theoretically community-based in which the game design was directly engaged with the stakeholders comprising: Group 1: a pilot community of natural indigo and color dyeing, academicians, media design specialists, indigo dyeing specialists; and Group 2: young volunteers joining the game test and media assessment specialists. Data was collected via questionnaires, interviews, field observations and a learning evaluation test. Statistics used in the study were frequency, percentage, mean and standard deviation. After the media assessment and game test had been conducted with the specialists and volunteer game players, it was concluded that the game quality was rated at a good level, while the players’ satisfaction was at a very high level. The media component received a high level of satisfaction; the highest being in the category Interaction with users. Furthermore, the volunteer game players gained better knowledge of natural indigo dyeing with an Effective Index (E.I.) of 0.7987 or 79.87%.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: A Systematic Review on Epidemiology and Promotion of Motorcycle Helmet Use in Thailand
<br>Cover Date: 2019-07-01
<br>Cover Display Date: 1 July 2019
<br>DOI: 10.1177/1010539519860733
<br>Description: Background. Road traffic accidents are the fourth leading cause of death in the entire population, and the first among the youth (ages 15-19 years) in Thailand. The situation in Thailand is worse than in neighboring low- to middle-income countries in the Southeast Asia region. Seventy-three percent of the deaths in the country are motorcycle drivers or passengers. Although motorcyclists (both drivers and passengers) have been obligated to wear helmets by law, the prevalence of helmet use nationwide is not high (43.7% in 2010). Methods. We performed a systematic review to examine potential social determinants of helmet use behavior (observational studies) and to summarize previous intervention studies to promote helmet use (interventional studies) in the country. Studies were identified in PubMed and Web of Science, and by additional review of Thai-written literature. Results. We identified 16 relevant studies for social determinants of helmet use and 5 relevant studies for promoting helmet use in Thailand. Our review shows that several factors such as teens and children (age), women (gender), rural areas (geography), and alcohol drinking (interaction with another behavior) are associated with non-helmet use. We also identified 4 interventional studies implemented in Thailand: 1 law enforcement program and 4 community-based educational programs. Although all the studies improved the prevalence of helmet use after the interventions, only 2 studies exceeded 50%. Conclusion. There is consistent evidence that being younger, being a woman, living in non-Bangkok areas, and drinking alcohol are associated with non-helmet use among motorcycle users in Thailand. We also observed that the effect of past intervention programs is limited.
<br>Citations: 14
<br>Aggregation Type: Journal
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<br><br><br>Title: Designing a graphic configuration of University cartography to enhance wayfinding performance on campus
<br>Cover Date: 2018-01-01
<br>Cover Display Date: January 2018
<br>DOI: 10.12720/jcm.13.1.15-20
<br>Description: In public spaces, an appropriate wayfinding design and implementation can enable people to reach their destination correctly and safely. This article aims to design a wayfinding map of Mahasarakham University (Khamriang campus). In the first stage, a qualitative method was applied to inquire a key finding before summarized as a concept of design agreement. This agreement was employed to guide the development of a prototype map. Meanwhile, a quantitative method was applied to test the prototype in order to evaluate wayfinding behaviors and map-reading skills of sampling groups. They include two majors; an internal and external group (total 60 participants). The key findings from the evaluative process showed that comparing walking speeds from starting point to destination (distance: 300m) between the internal and external groups averages at 2.96 minutes and 6.84 minutes. Another key finding indicated that an average score under map-reading skills from all participants stay at (X) 4.41 points from 5 points. In the meantime, a result of design satisfaction from survey averages at (X) 4.40 points from 5 points.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: Using Co-design theory to develop graphical simulation for enhanced learning in a museum display
<br>Cover Date: 2016-12-01
<br>Cover Display Date: December 2016
<br>DOI: N/A
<br>Description: This paper presents the key design processes in our practical based design project. It involves developing a new graphical simulation of Thai dinosaur called “Siamosaurus-Suteethorni”. Since 1976, this dinosaur gene was found as the first fossil in Thailand. Most people desire to see how the dinosaur looks like. This project was collaboration with the key informants to provide the empowerment data. It also includes the experts from four areas; 1) curator, 2) paleontologist, 3) geologist and 4) computer graphics (CG) artist. This collaboration was brought to develop a 3D hologram project for simulating features and movements of Siamosaurus-Suteethorni. Where, the hologram was installed in the National of Geological Museum. A co-design theory was employed as the key method to contribute a first of the CG protocol with Thai dinosaur in the museum. The process of data collection started from analysing a prehistoric document in Thai contexts. Then we went to the exploration of dinosaur fossil in order to collect the information needs. The collection also conducted in-depth interviews with the key informants to find out more details (i.e. anatomical structure, number of bones, scale, dimensional of movement, textural skin and footprints). The focus group was conducted with the key informants. A feedback were brought to define as a design criteria for producing such; a 3D polygon, shading, texture, bone rigging, scale, proportion, animation and motion capture in the design processes. However, after installation-team released the 3D hologram of Siamosaurus-Suteethorni in the museum. The result from assessment survey indicated that the satisfaction degree from a visitor stays at (X) 4.39 points from 5 points. In addition the sum assessment for learning scores from visitors stays at (X) 4.33 points from 5 points.
<br>Citations: 1
<br>Aggregation Type: Journal
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