Content analysis and communication strategies based on Digital Disruption Thailand that appears on YouTube

Abstract

The purpose of this research was to content analysis and the communication strategies based on the search keyword “Digital Disruption Thailand” and appeared from the top 10 links that appeared in the YouTube video clip. The sample in this research was the video clip that can be searched with the search keyword "Digital Disruption Thailand" which appeared on YouTube between December 28, 2019 to January 1, 2020. The top 10 clips used content analysis method as data analysis. The results of the research showed that The content of important issues presented on YouTube are 1) The importance of digital disruption 2) The impact on the digital technology 3) society discussed and affecting the global change Accumulate or accumulate with the highest number of rearrangements (1) Blockchain (2) Big Data (3) AI (4) FinTech and (5) IoT. In the analysis of the communication strategies, there were 3 issues which are 1) Strategies for stories telling through the presentation set was consisting of (1) words, text, statistics related to the stories (2) still images show graphs, pictures which showed technology, people related to the stories (3) animation that shows variety people participate of events such as gender, age, work atmosphere, and (4) video clips. 2) Sender communication strategies relying on the credibility of the sender according to 3 factors which were (1) attractiveness (2) expertise (3) trustworthiness 3) The communication strategies for presenting information in the media had 2 components which were (1) the core idea, the structure of the story telling, certain was the opposite. (Binary Opposition) (2) The logical expression in the example to tell the story.