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Social media the key in the run up to the 2019 election

The Thaiger & The Nation

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Social media the key in the run up to the 2019 election | The Thaiger

“Newspapers, once the beneficiary of political advertising, will now be side-lined in favor of targeted social media in the lead up to this year’s election.”

by Asina Pownwasin

Your social media platforms are about to be filled with banter, arguments and lots of advertising. The topic? The forthcoming Thai election (when a date is eventually announced).

For the first time since the last general election in 2011, Thailand is witnessing the fast-growing power of social media platforms, especially among young voters. The use of social media is believed to be a key in shaping voter intentions in the lead up to the election. The party who leverages social media the best will emerge the winner in the forthcoming poll.

Mana Treelayapewat, Dean of the School of Communication Arts at the University of the Thai Chamber of Commerce, says political parties have been using social media much more to try and win votes due to the online platforms’ high penetration among the country’s 50 million+ voters.

For the upcoming election, The Nation reports that the number of first-time voters age 18 and up is estimated to be around seven million, and social media is their preferred means of communication.

Most social networks are being used to present the parties’ policies and activities and the details of MP candidates, Mana said.

“Voters will have to be on guard against the dissemination of content that’s subtly distorted to win votes. Traditional media outlets can also be misled by such inaccurate content, so they too must carefully vet it before publishing or re-broadcasting.”

Parties also use Twitter for quick and real-time communications with their base, while turning to Facebook for group communications and engagement. The Line platform can be used for both one-on-one and group communication. For controversial and viral video content, YouTube is used together with other platforms to spur social media interest.

“The role of micro-influencers is growing rapidly because they play a similar role to that previously done by party canvassers, especially with regard to discussing party policies,” said Chanut Kerdpradub, a social-media communication specialist.

Micro-influencers on the internet and mobile devices are also useful for reaching niche and special-interest groups, whose votes are crucial to election outcomes but are often hard to reach and activate before the vote.

Content on social media will influence more than just first-time and young voters, Chanut said. Senior citizens tend to prefer Line, for example. Overall, political parties will aim to use social networks to penetrate specific voter groups with customised contents based on data analysis and artificial intelligence tools.

Chanut said traditional media will see their role and influence decline in the coming election due to the rapid digitalisation of the Thai economy and society.

Newspapers, once influential and useful in creating opinion during an election run-up are now rendered irrelevant by the power, reach and immediacy of social media. Traditional big spending on printed media will now move to social and online platforms as political parties seek better targeted contact with their constituencies.

Read the rest of this article HERE.

Social media the key in the run up to the 2019 election | News by The Thaiger



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Thailand

PM Prayut kicks the election can down the road

The Thaiger & The Nation

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PM Prayut kicks the election can down the road | The Thaiger

PHOTO: The Nation

February 24? No.

March? April? Maybe May?

PM Prayut Chan-o-cha has reaffirmed today that election will definitely be held by May 9 but gave no indication when exactly it will take place. It’s the first time he’s ever uttered an actual date.

He says that under the new Thai Constitution, May 9 is the final date election can be held but that his government needs to start making preparations for the Royal Coronation. Under the Constitution, a general election must be held within 150 days after the law on MPs election was promulgated. That was December 9 last year.

He also made a plea to the Thai voters not to “get bored” with him saying his administration will have to be around for a little while longer.

The PM, speaking at a National Teacher’s Day function, said the country was advancing toward full democracy with the election to be held definitely by May 9.

The explained that the tentative date of February 24 was no longer legally possible given the fact that the Royal decree for the poll failed to be announced last week as widely expected.

Meanwhile the Army Commander-in-Chief Gen Apirat Kongsompong yesterday warned the activists
“not to cross the line” in their plans for a protest this Friday. They’re demanding that the election must be held before March 10.

PM Prayut also pleaded asked the public for help to “maintain peace and order” during the lead-up and the coronation.  He said the election and the coronation ceremony are two separate issues and , therefore, should not be mixed together.

SOURCE: Thai PBS

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Thai Life

The internet booms and print languishes in 2019 advertising spend

The Thaiger

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The internet booms and print languishes in 2019 advertising spend | The Thaiger

Thailand’s Digital advertising market spend is poised to reach 124 billion baht in 2019. That’s a growth of nearly 5%. But newspapers, magazines, Cable TV and radio are on the nose as marketers stick with terrestrial TV and ramp up their digital portfolios.

“Digital media is expected to grow 20% and is will nearly equal the value of TV advertising within 3 years,” says Pathamawan Sathaporn, managing director of Mindshare, a global marketing and media network.

Compared to the past year, advertising spend in cable TV and newspapers will be down nearly 15% and magazines a whopping 24%. At the same time Digital TV advertising is expected to increase 14% and internet advertising just over 20%.

According to Mindshare, the top 10 advertising sectors remain consistent… media and marketing, motor vehicles, non-alcoholic drinks, government, skincare and preparation, communications, leisure, dairy products, pharmaceuticals, and retail.

Mindshare say there are key trends for this year, all of them digital.

“Facebook Live and other streaming content providers will become a new method for marketers. Social networks are going to reach critical mass, outrunning traditional media with Google, Facebook, YouTube, and Line altogether making up one-third of digital advertising.”

In 2018, ad spending in Thailand was 118.4 billion baht, up 5.7% from 2017.

The internet booms and print languishes in 2019 advertising spend | News by The Thaiger

Pathamawan Sathaporn, managing director of Mindshare

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Bangkok

Air quality for Thailand – January 16

The Thaiger

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Air quality for Thailand – January 16 | The Thaiger

Northern Thailand

Air quality for Thailand - January 16 | News by The Thaiger

Air quality for Thailand - January 16 | News by The Thaiger

Central Thailand

Air quality for Thailand - January 16 | News by The ThaigerAir quality for Thailand - January 16 | News by The Thaiger

Southern Thailand

Air quality for Thailand - January 16 | News by The Thaiger

Air quality for Thailand - January 16 | News by The Thaiger

 

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