Exploring the effects of media influence on politician image and political party policies: An SEM approach in Thailand
คำสำคัญ:
media influence, politician image, political party policies, Structural Equation Modeling (SEM)บทคัดย่อ
This study investigates the impact of media influence on politician image and political party policies, with a focus on the mediating role of politician image. Conducted in Bangkok, Thailand, the research involved 300 voters who completed a structured questionnaire. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. The findings reveal that media influence significantly and positively affects both the image of politicians and the policies of political parties. Additionally, the image of politicians mediates the relationship between media influence and political party policies. This mediation effect underscores the importance of politician image in translating media influence into policy support. These insights contribute to a better understanding of the dynamics between media, political image, and policy perception in the Thai political context. The study highlights the critical role of media in shaping political outcomes and the potential implications for political communication strategies.
References
Aalberg, T., Blekesaune, A., & Elvestad, E. (2012). Media Choice and Informed Democracy: An Empirical Study of Increasing Information Gaps in Europe. In APSA 2012 Annual Meeting Paper.
Aaldering, L., Van der Meer, T., & Van der Brug, W. (2018). Mediated leader effects: The impact of newspapers’ portrayal of party leadership on electoral support. The international journal of press/politics, 23(1), 70-94. https://doi.org/10.1177/1940161217740696
Amsalem, E., Zoizner, A., Sheafer, T., Walgrave, S., & Loewen, P. J. (2020). The effect of politicians’ personality on their media visibility. Communication Research, 47(7), 1079-1102. https://doi.org/10.1177/0093650218758084
Barbish, V., Vaughn, K., Chikhladze, M., Nielsen, M., Corley, K., & Palacios, J. (2019). Congress, constituents, and social media: understanding member communications in the age of instantaneous communication. Retrieved from chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://bush.tamu.edu/wp-content/uploads/2020/02/Kerr-Capstone-Report_May-2019.pdf
Belchior, A. M. (2020). Media, public opinion and parliamentary agendas’ effect in political parties’<? br?> agenda-setting. The Agenda Setting Journal, 4(1), 17- 42. https://doi.org/10.1075/asj.19008.bel
Bøggild, T. (2020). Politicians as party hacks: Party loyalty and public distrust in politicians. The Journal of Politics, 82(4), 1516-1529. https://doi.org/10.1086/708681
Browning, N., & Sweetser, K. D. (2020). How media diet, partisan frames, candidate traits, and political organization-public relationship communication drive party reputation. Public Relations Review, 46(2), 101884. https://doi.org/10.1016/j.pubrev.2020.101884
Carlsson, M., Dahl, G. B., & Rooth, D. O. (2016). Do politicians change public attitudes?. https://doi.org/10.2139/ssrn.2868315
Marcoulides, G. A. (1998). Modern methods for business research. Psychology Press. In: Marcoulides GA (Ed.), Modern methods for business research. Lawrence Erlbaum Associates, pp: 295-336.
Chong, D., & Druckman, J. N. (2007). A theory of framing and opinion formation in competitive elite environments. Journal of communication, 57(1), 99-118. https://doi.org/10.1111/j.1460-2466.2006.00331.x
Connors, M. K. (2003). Democracy and national identity in Thailand. Routledge.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555
Davis, N. T., & Dunaway, J. L. (2016). Party polarization, media choice, and mass partisan-ideological sorting. Public Opinion Quarterly, 80(S1), 272-297. https://doi.org/10.1093/POQ/NFW002
Druckman, J. N. (2005). Media matter: How newspapers and television news cover campaigns and influence voters. Political communication, 22(4), 463-481. https://doi.org/10.1080/10584600500311394
Farkas, X., & Bene, M. (2021). Images, politicians, and social media: Patterns and effects of politicians’ image-based political communication strategies on social media. The international journal of press/politics, 26(1), 119-142. https://doi.org/10.1177/1940161220959553
Ferrara, F. (2010). Thailand Unhinged: unraveling the myth of a Thai-style democracy. Equinox Publishing.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800
Greene, Z., & Lühiste, M. (2018). Symbols of priority? How the media selectively report on parties’ election campaigns. European Journal of Political Research, 57(3), 717-739. https://doi.org/10.1111/1475-6765.12247
Guzmán, F., & Sierra, V. (2009). A political candidate's brand image scale: Are political candidates brands?. Journal of Brand Management, 17, 207-217. https://doi.org/10.1057/bm.2009.19
Joseph, F. H. J. R., Barry, J. B., Rolph, E. A., & Rolph, E. A. (2010). Multivariate data analysis. Pearson Prentice Hall.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Haselmayer, M., Wagner, M., & Meyer, T. M. (2017). Partisan bias in message selection: Media gatekeeping of party press releases. Political communication, 34(3), 367-384. https://doi.org/10.1080/10584609.2016.1265619
Hayes, D. (2008). Party reputations, journalistic expectations: How issue ownership influences election news. Political Communication, 25(4), 377-400. https://doi.org/10.1080/10584600802426981
Helfer, L. (2016). Media effects on politicians: An individual-level political agenda-setting experiment. The International Journal of Press/Politics, 21(2), 233-252. https://doi.org/10.1177/1940161215627461
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Iyengar, S. (1994). Is anyone responsible?: How television frames political issues. University of Chicago Press.
Jacuński, M., Brodzińska-Mirowska, B., Pacześniak, A., Wincławska, M., Jacuński, M., Brodzińska-Mirowska, B., ... & Wincławska, M. (2021). Political Parties and Their Relations with the Media. Party Organization and Communication in Poland, 185-211. https://doi.org/10.1007/978-3-030-59993-5_7
Johansson, E. (2019). Social media in political communication: A substitute for conventional media?. In: Johansson KM, and G Nygren (eds.), Close and distant: Political executive–media relations in four countries. Göteborg: Nordicom. pp: 149-174.
Kaur M, & Verma, R. (2022). Influence of use of different media on political attitude and political participation. Indian Journal of Marketing, 52(3), 36-49. https://doi.org/10.17010/ijom/2022/v52/i3/168656
Klepka, R. (2023). Media Visibility Index as a Tool for Measuring the Presence of Political Parties in the Media: Case of Polish Parliamentary Election Campaign in 2019. Polish Political Science Yearbook, (4 (52)), 5-16. https://doi.org/10.15804/ppsy202252
Kuhonta, E. M. (2008). The paradox of Thailand's 1997 “People's Constitution”: Be careful what you wish for. Asian Survey, 48(3), 373-392. https://doi.org/10.1525/as.2008.48.3.373
Lalancette, M., & Raynauld, V. (2019). The power of political image: Justin Trudeau, Instagram, and celebrity politics. American behavioral scientist, 63(7), 888-924. https://doi.org/10.1177/0002764217744838
Manning, N., Penfold-Mounce, R., Loader, B. D., Vromen, A., & Xenos, M. (2017). Politicians, celebrities and social media: a case of informalisation?. Journal of Youth Studies, 20(2), 127-144. https://doi.org/10.1080/13676261.2016.1206867
Mardhiah, A., Puspasari, C., Anismar, A., & Mulyadi, M. (2022). Political parties' portrayal attempts in creating an image of Aceh's women politicians. Jurnal Studi Komunikasi, 6(2), 560-572. https://doi.org/10.25139/jsk.v6i2.4899
Maryani, D., Susan, M., & Hurriyati, R. (2020). The influence of image and reputation on the competitiveness of political party. International Journal of Science and Society, 2(2), 236-243. https://doi.org/10.200609/IJSOC.V2I2.115
Maurer, P. (2023). Perceptions of media influence and performance among politicians in European democracies. International Communication Gazette, 85(5), 347-364. https://doi.org/10.1177/17480485221146088
McCargo, D. (2012). Politics and the press in Thailand: Media machinations. Routledge.
McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public opinion quarterly, 36(2), 176-187. https://www.jstor.org/stable/2747787
Merz, N. (2017). Gaining voice in the mass media: The effect of parties’ strategies on party–issue linkages in election news coverage. Acta Politica, 52, 436-460. https://doi.org/10.1057/S41269-016-0026-9
Anas, M. (2023). Newspapers and Primacies in Elections: A Comparative Study of Coverage in Two Mainstream English Dailies. Cross Current Int J Econ Manag Media Stud, 5(3), 44-48. https://doi.org/10.36344/ccijemms.2023.v05i03.001
Norris, P., & Inglehart, R. (2009). Cosmopolitan communications: Cultural diversity in a globalized world. Cambridge University Press.
O'Brien, D. Z. (2015). Rising to the top: Gender, political performance, and party leadership in parliamentary democracies. American Journal of Political Science, 59(4), 1022-1039. https://doi.org/10.1111/ajps.12173
Popkin, S. L. (1991). The reasoning voter: Communication and persuasion in presidential campaigns. University of Chicago Press.
Prianto, B., & Suharnoko, D. Original Paper Deteriorating Image of Political Parties in Malang, Indonesia. https://doi.org/10.22158/ape.v3n4p34
Pye, O., & Schaffar, W. (2008). The 2006 anti-Thaksin movement in Thailand: An analysis. Journal of Contemporary Asia, 38(1), 38-61. https://doi.org/10.1080/00472330701651945
Reveilhac, M., & Morselli, D. (2023). The impact of social media use for elected parliamentarians: Evidence from politicians' use of Twitter during the last two Swiss legislatures. Swiss Political Science Review, 29(1), 96-119. https://doi.org/10.1111/spsr.12543
Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of communication, 57(1), 9-20. https://doi.org/10.1111/j.0021-9916.2007.00326.x
Sevenans, J., Walgrave, S., & Vos, D. (2015). Political elites’ media responsiveness and their individual political goals: A study of national politicians in Belgium. Research & Politics, 2(3), 2053168015593307. https://doi.org/10.1177/2053168015593307
Smajlović, H., & Čolakhodžić, F. (2024). How does media coverage affect the outcomes of the elections?. MAP Social Sciences, 4, 109-123. https://doi.org/10.53880/2744-2454.2023.4.109
Somer-Topcu, Z., Tavits, M., & Baumann, M. (2020). Does party rhetoric affect voter perceptions of party positions?. Electoral Studies, 65, 102153. https://doi.org/10.1016/j.electstud.2020.102153
Van Spanje, J., & Azrout, R. (2019). Portrait of a crisis: The crucial role of news media coverage and perceived effectiveness of a new party. International Journal of Communication, 13, 21. https://doi.org/https://ijoc.org/index.php/ijoc/article/view/10431
Van der Pas, D. J., Van der Brug, W., & Vliegenthart, R. (2017). Political parallelism in media and political agenda-setting. Political Communication, 34(4), 491-510. https://doi.org/10.1080/10584609.2016.1271374
Vliegenthart, R., Walgrave, S., Baumgartner, F. R., Bevan, S., Breunig, C., Brouard, S., ... & Tresch, A. (2016). Do the media set the parliamentary agenda? A comparative study in seven countries. European Journal of Political Research, 55(2), 283-301. https://doi.org/10.1111/1475-6765.12134
Winichakul, T. (1997). Siam Mapped: A History of the Geo-body of a Nation. University of Hawaii Press.
Wojtasik, W. (2015). Political Parties’ Electoral Strategies in the Context of Political Uncertainty. Political Preferences, (11), 51-59. https://www.journals.us.edu.pl/index.php/PP/article/view/4289
Xi, N., Ma, D., Liou, M., Steinert-Threlkeld, Z. C., Anastasopoulos, J., & Joo, J. (2020, May). Understanding the political ideology of legislators from social media images. In Proceedings of the international AAAI conference on web and social media (Vol. 14, pp. 726-737). https://doi.org/10.1609/icwsm.v14i1.7338
Downloads
เผยแพร่แล้ว
How to Cite
ฉบับ
บท
หมวดหมู่
License
Copyright (c) 2024 Papatsara Promma, Waiphot Kulachai, Chalermchai Kittisaknawin
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
