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Crossing beyond Dynamic Media

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38 10160 e-mail : kamolwan@yahoo.com

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Abstract

12

Dynamic media is a movement of technology convergence
also a non-stop interactive among media receivers in 2 categories:
Dynamic media is an active aspect of social change or dynamic media
is a passive aspect by social change. The purpose is to change people
in social perception, concerning numerous items about Internet.

The article emphasis on collecting information, regarding the
development of media era; determining statistic data of several aspects,
particularly the Internet; providing media laws which manipulate media;
applying some theories considering dynamic media Agenda Setting
Theory, Uses and Gratification Theory, and Democratic-participant
Media Theory, including problems about media producers (both public
and private organization), threat of production, and effect of the content
distribution as well. Furthermore, liberty of absolutely various opinion
expressions of media receivers is concerned.
Keywords: Dynamic / Media

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If it doesnt move its dead[1]


(Mass Media)




(Communication
Technology) (Oral Culture)
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13

19

14

(Dynamic) (Not static)

(Static Media)



(Media)
(Art, Sound, Dimension, Animation, Color)

(Websites) (Social Networking)
(Online Forums)

Twitter Facebook

(Dynamic Media)


6 2 - 2555

(Convergence Technology Media) Jenkins [2]

Convergence Culture: Where Old and New
Media Collide




[3]
4

(..2475 ..2500)



(..2500 .. 2516)



(.. 2520 .. 2531)





(..2532 )

(Globalization) .. 2487
.. 2524 [4]
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15

16

.. 2538


4 [5]

1.

2.

3.

4.

(Fiber Optics)


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(Social sphere)

(Public Interest)

(The Third Wave)

18 300














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17

18

Denis McQuail [6]

McQuail
3

1.
(The public interest = What interests the
public)

2.

3.






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New York Time

Social Network

Internet World Stats [7]
2.095 30.2

578.5
44
384

78.3
60.1 58.3

.. 1969 (.. 2512)

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19

20

ARPANET (Advanced Research Projects Agency NETwork)

[8]

ARPANET


.. 2530

(AIT)

.. 2535
(NECTEC)
6
(AIT)
(NECTEC)



() ..2554
48.2
32.2 30.6 30.0
28.4
40.6 23.1
21.0 20.3


6 .. 2548 ..2554
24.5 ( 14.5 )
32.0 ( 19.9 )
6 2 - 2555

12.0 ( 7.1 ) 23.7 ( 14.8 )

36.7 ( 21.7 )
66.4 ( 41.4 )



..2548 ..2554
11.8 23.5 12.2
23.9 2554
15-24 51.9
6-14 38.3 25-34 26.6
35-49 14.3 50 5.5

..
2534 (30) .. 2535 (200 ) .. 2536 (8,000 ) .. 2537
(23,000 ) .. 2551
6 59.97 16.99
28.2 10.96 18.2

Social Network
26.77 .. 2010
6
4 4 .. 2554
25,090,390

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21

.. 2010 .. 2011
25


24 [8] ..2554
Thailand Internet Statistics 2011:
.. 2554 (1 .. 31 .. .. 2554)

22

: www.it24hrs.com

(%)
965 (8.17)
287 (2.43)
903 (7.65)
435 (3.68)
1067 (9.04)
313 (2.65)
1338 (11.33)
303 (2.57)
211 (1.79)
1325 (11.22)
324 (2.74)
590 (5.00)
200 (1.69)
779 (6.60)
919 (7.78)

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(%)
37.50 %
13.26 %
10.41 %
7.42 %
5.56 %
5.10 %
3.38 %
2.61 %
2.18 %
2.12 %
2.09 %
1.84 %
1.64 %
1.59 %
1.16 %

18.00 02.00 .
5.00 6.00 .

(Dynamic)

(Sender) (Channel) (Message) (Receiver)
(Continuous)
(Changing) (Adjustment)

(Dynamic Media)
(Convergence) (Telecommunication) (Data Communications)
(Mass Communications)

Facebook Twitter


(New
Media)




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23

24

(New Media)

20 [9]

(Manipulate)
(Networkable) (Dense)
(Compressible) (Interactive)
(Impartial)

NECTEC
..2553 [10]
27.2 26.1
14.1 Internet TV
1
Internet TV TV on Demand

Internet TV [11]
Internet TV
3

1) (Infrastructure)

( 3G)

2) Internet TV

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3) (Content) Internet TV

Internet TV

Internet TV
2 1)
Promote 2)



Van Dijk [12]

(Dynabook) /
Kay & Goldberg




/
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25

26

/

Alan Kay Adele Goldberg [13]
Notebook (Overcoat)

(Dynabook)


Dynabook



(Dynabook)


Dynabook




Dynabook

Google YouTube Facebook
E-mail (/)
E-mail
(Code)
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Social Media

Social Media Time
Machine




Twitter

Social media

Social Media


Social Media

(Personic =
Public + Person) [14]



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27

28

Keith David [15]

(Communication Breakdown)

[16]

2

1. (Semantic Noise)


2. (Mechanical Noise)

5
.. 1957
Explorer [17]

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(Extra Terrestrial)

Mr. X () Bill
Ryan Kerry Cassidy Website serpo.org [18]



..1950
.. 2012
Social Media

(Agenda
Setting)

1. (Media are constructions) :

Camera never lies
(Cut & Paste)

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29

30

2. (Media messages contain values
and ideologies)

3. (Media messages
have social and political consequences) :
(Hidden agenda)
(Agenda setting)

4. (Each medium has a
unique aesthetic form):

(Agenda Setting Theory)

(Dynamic Communication)

Myungho Yoon [19]
Texas

Yoon

(Public Agenda) Content

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analysis 3
(Media Agenda)

Agenda Agenda



Yoon

(Uses and
Gratification Theory)

Chang [20] E-mail
3

1) (Media attributes)
(Immediacy)
(Stability)
(Interactivity)

2) (Exposure situation)
(Companionship)

3) (Accessibility)
()

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31

(Democraticparticipant Media Theory)

32

[21]

Facebook

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[22]













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33

.. 2550
...

34

1.) 10
(.. 2550 - 2554) [23]

2.) .. 2544 2553 [24]

3.) ( 2)
.. 2552 2556

1. .. 2550 [25]
47

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2.

.. 2543 [26] 2 1

3. ..
2544 [27]

4. .. 2544 [28]

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35

5.
.. 2550 [29] ...


...

36

[30]












(Media
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Literacy)



2 1)
2)

McLuhan (www.newmediainfluence.com)
The medium is the message

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37

38

1.) (Self-regulation)

2.)

(Passive Audience)

3.)



4.)
..
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2550


Social media

39

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40

[1] http://www.dynamicmediainstitute.org (
: 1 2555)

[2] Jenkins, H.(2006) Convergence Culture: Where Old and
New Media Collide. NY: New York University Press..

[3] http://www.lms.lpru.ac.th ( : 4
2555)

[4] Sheila L. Croucher. (2004) Globalization and Belonging:
The Politics of Identity in a Changing World. Rowman & Littlefield.

[5] [4]

[6] Denis McQuail. (1992) Media Performance: Mass
Communication and the Public Interest. Sage Publications Ltd.:
London.

[7] http://asia-internet-users-statistic-2008 (
: 28 2555)

[8] http://www.it24hrs.com ( : 24
2555)

[9] Manowich, L. (2003) New Media from Barges to HTML in
Wardrip-Fruin, N. & Montfort, N> (2003). The New Media Reade.
MA: MIT Press.

[10] http://www.mediamonitor.in.th ( :
29 2555)

[11] 20 2555.

[12] Van Dijk. J.A.G.M. (2006) The Deepening Divide
Inequality in the Information Society. Netherland: Sage.

[13] http://www.newmedia.com ( :
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1 2555)

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. :
.

[15] (2540)
. : .

[16] (2542) . :
.

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2 2555)

[18] http://www.thailandsusu.com ( : 21
2555)

[19] Severin, Werner J. and Tankard, James W. (2001)

Communication Theories: Origins, methods and uses in the

mass media. New York: Wesley Longman, Inc.

[20] McQuail, D. (2005) McQuails Mass Communication
Theory (5thed.). Oxford : The Alden Press.

[21] [20]

[22] (2548)
. . 48 21.

[23] http://www.nesdb.go.th ( : 27
2555)

[24] http://www.nectec.or.th ( : 27
2555)

[25] http://www.center.prd.go.th ( : 27
2555)
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41


[26] http://www.ict.or.th ( : 27
2555)

[27] http://www.thailandlawyercenter.com
( : 27 2555)

[28] : http://www.mict.go.th ( : 27
2555)

[29] [28]

[30] [24]