Asian Journal of Humanities and Social Innovation

Identity and Youth Politics in Thai Online Communities

Mutjarin Thatsadonkunlaphat — 2025-06-22

communities. It argues that digital platforms have become central spaces for political expression, enabling young people to construct, negotiate, and contest their identities through memes, hashtags, and performative acts. These online spaces foster solidarity and participatory citizenship while also exposing youth to risks of surveillance, harassment, and legal repercussions. By analyzing the dynamics of self-presentation, community building, contestation, and cross-platform diffusion, the article highlights how digital culture is reshaping political legitimacy, democratic practices, and civic education in Thailand.

The Transformation of Thai Families in the Context of Globalization

Phramaha Phanuvich Panuwityo — 2025-06-22

This article examines the transformation of Thai families within the context of globalization, highlighting structural, economic, cultural, technological, and intergenerational dimensions of change. Traditionally rooted in Buddhism, kinship solidarity, and agrarian lifestyles, Thai families once revolved around extended households and hierarchical roles. However, modernization processes such as urbanization, industrialization, and education reform began reshaping family patterns before the intensification of globalization. Global forces have since accelerated these changes, producing smaller nuclear households, single-parent and blended families, and transnational caregiving arrangements driven by labor migration. Economic pressures and consumer culture have further altered aspirations and domestic roles, while cultural influences from global media and discourses of gender equality have redefined gender relations and challenged patriarchal authority. Technological innovations, particularly social media, have reshaped family communication but also created generational divides. These dynamics produce tensions between traditional filial piety and modern ideals of independence, yet families adapt through hybridization, blending traditional values with global influences. The Thai case contributes to broader debates on family change in Asia by illustrating how local traditions mediate global cultural flows. The article concludes that Thai families remain resilient, not in decline, but continually negotiating continuity and change in an interconnected world.

Enhancing Competitiveness of Riceberry Rice and Rice Bran Oil through Digital Marketing: A Case Study of Huai Phra Subdistrict Community Enterprise

Ntapat Worapongpat — 2025-06-22

This research aims to: 1) Study the level of empowering leadership of local government leaders and the behavior of good organizational citizenship among public sector personnel, to promote smart local development in Mueang District, Maha Sarakham Province; 2) Study the level of good organizational citizenship behavior of staff in public sector organizations under local government leadership; and 3) Investigate the relationship between empowering leadership and good organizational citizenship behavior within the same context.This is a quantitative research study utilizing a survey questionnaire as the research instrument. The sample size was calculated using Cochran's formula for cases with an unknown population size, with a 95% confidence level and a 5% margin of error, resulting in a required sample size of 385. Data was collected from 400 respondents via questionnaires.The collected data was analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as correlational analysis using Pearson's correlation coefficient.Key research findings indicate:1)The aspect public sector employees value most and have a positive view of is the provision of information and communication.2)Organizational citizenship behavior is at a very high level, especially concerning politeness and showing respect to others, which are fundamental factors for creating a positive working environment and leading to the development of an effective smart local organization.3)When leaders provide trust, autonomy, support for learning, meaningful work, clear communication, recognition, and encouragement, it results in employees being more proactive in helping others, taking responsibility, exhibiting maturity in problem-solving, showing respect, and being aware of their duties as citizens of the organization.

From Traditional to Digital: A Comparative Analysis of Political Branding Strategies in Indonesia's 2024 Presidential Election

Siti Nur Haliza — 2025-06-22

This research aims to 1) analyze and compare the political branding strategies employed by Indonesian presidential candidates during the 2024 election campaign through social media platforms, 2) examine the effectiveness of digital communication strategies in shaping voter perception and engagement during Indonesia's 2024 presidential election, and 3) identify emerging patterns and trends in political marketing approaches within Indonesia's contemporary democratic landscape. This study employs a descriptive qualitative approach with comparative case study design to analyze the political branding strategies of Prabowo Subianto, Anies Baswedan, and Ganjar Pranowo. Data collection was conducted through systematic content analysis of Instagram posts from official candidate accounts during the campaign period from October 2023 to February 2024. The study utilized Scammell's (2015) four-stage political branding framework comprising identity determination, role definition, positioning, and brand management. Primary data were collected through screenshot documentation, caption analysis, engagement metrics, and audience responses across three campaign phases: pre-campaign, active campaign, and post-debate periods. The research results found that: a) each candidate adopted distinctly different approaches to digital political branding with Prabowo Subianto successfully transforming his political image through a "gemoy" persona that resonated particularly with younger voters, ultimately securing victory with 58.6% of votes; Anies Baswedan positioned himself as an intellectual leader emphasizing policy achievements through his "Desak Anies" program; and Ganjar Pranowo adopted a populist approach focusing on grassroots connections through "Menginap di Rumah Warga" initiatives; b) digital political branding effectiveness depends on alignment between candidate characteristics, strategic positioning, and target audience expectations; c) Indonesia's digital landscape with 75.9% internet penetration created new dynamics where social media platforms serve as primary battlegrounds for political brand construction. The study concludes that successful digital political branding requires integration of authentic character presentation, professional competence demonstration, and strategic brand management adapted to diverse demographic segments.

Empowering Leadership and Organizational Citizenship Behavior of Local Government Officials toward Smart Local Development: A Case Study of Mueang District, Maha Sarakham Province

Ntapat Worapongpat — 2025-06-22