| บทคัดย่อ(English) |
Mass media nowadays have rohes in being producerof Mawlum and in being channel for promoting Mawlum.However, in order to achieve the most effective resultin the production and promotion of Mawlum, it isnecessary for mass media to have suitable role andshould the most suitable strategy in producing andpromoting Mawlum. This research considered five kinds of massmedia: Radio, Television, Visual and audio media,Journal, and Film which have their own ways to chooseand use strategies in producing and promoting Mawlum.Each kind of mass media has its own roles in promotingMawlum; therefore, each has different strategy in thepromotion. The kind of mass media which has the mostapparent roles and strategies in producing Mawlum isVisual and audio media. Whereas: Radio, Television,Journal, and Film are the ones which present their rolesand use strategy as channel for the promotion ofMawlum. Although these mass media have their suitablestrategy, they share the same mass media culture, forexample Radio and Television have the same condition inlaunching the same strategy of time control and of themost effective use of limited space. In addition, this research leads to the answerthat different kinds of mass media share the samecriteria for the choices of Mawlum they will promote,that is they are tempted to choose the kind of Mawlumwhich are highly demanded in the market and which canbe mostly applied to the new cultural current such asApplied Mawlum, Hybrid Mawlum. Whereas such originalMawlum as Mawlum klon, Mawlum phuen are not or rarelychosen to be produced and promoted. If the chosen Mawlum has same characteristicswhich are greatly different for mass media culture,there will be some change in the forms and matters ofMawlum. It can be concluded that mass media nowadaysare both advantageous and disadvantageous to thepresentation of Mawlum. The advantages are that theyare channel for promoting Mawlum amont the society andthey, as the producers, make Mawlum exist nowadays. Asfor the disadvantages, mass media culture is the mainfactor which make Mawlum change so greatly in form andin matter that its original cannot be traced. |
