การเล่าเรื่องในไวรัลวิดีโอนโยบายรัฐบาลบนแอปพลิเคชันติ๊กต็อก

Abstract

This study aims to study storytelling in viral government policy videos on the TikTok application. The researcher analyzed relevant issues using content analysis, studying the content, structure, and storytelling format of the videos based on two main concepts: storytelling and viral marketing. The research used purposive sampling to select 123 viral government policy videos from "สำนักข่าวไทย ONLINE" (a government-supervised media account), "ข่าวช่องวัน" (a commercial media account), and "Anuwat Noom" (an individual media account). The study found nine common characteristics of viral news videos about government policies: 1) Storytelling sequence: Most videos use a complete opening, middle, and closing format to attract attention, explain policies, and summarize key points. 2) Core of the story: Clearly defining the direction of the story to make the content interesting and engaging. 3) Turning points in the story: Most videos use the "ABT" (And, But, Therefore) format. 4) Narrative status: Most videos have a main story and related sub-stories to provide in-depth details. 5) Storytelling using voice or conversational tone. 6) Narrator's ability: The narrator has the ability to summarize information, use easy-to-understand language, answer questions, and provide examples to make the content clear. 7) Narrator's credibility: Most narrators are news anchors/media. 8) Hashtags are used consistently to increase visibility and reach of the videos. 9) Thumbnails and captions are used to provide detailed descriptions of the videos. In addition, the economic and social context of Thailand in 2023 also contributed to the content of viral videos. The content that usually draws attention often relates to policies impacting people's daily lives, especially those from the Ministry of Finance. Traditional media classifications of news category cannot be applied to categorize viral news content because the audience plays a role in defining the type of news.