The research was to compare media use among ethnic Thai-So in northeastern Thailand. A descriptive survey research design was adopted, using questionnaires as the main research instrument. Using a stratified random sampling, a total of 631 Thai-So people were the research participants. Collected data were analyzed using mean, standard deviation and a one-way ANOVA. The findings indicated that the socio-economic status, selective exposure to messages, motivation for media use and media use, across the three villages, were similar to each another. Nevertheless, there was a difference in media use when considering six types of media in each village. Photipaisan village (V2) used newspaper, satellite television, and internet to a greater extent than Kokmoung village (V1) and Nonghoynoi village (V3), and at the same time Nonghoynoi village (V3) watched satellite television rather than Kokmoung village did (V1). Furthermore, the implication of this research pinpointed that education, socio-economic status, labor migration and urbanization were the significant variables causing Thai-So people to accept and use various media: newspapers, satellite television and Internet.
Keywords: Media Use, Ethnic Thai-So, Northeast Region of Thailand
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