Asian Journal for Public Opinion Research

Center for Asian Public Opinion Research & Collaboration Initiative (충남대학교 아시아여론조사학회)
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Analysis of Reputation Factors for the Personal Branding of Journalists in Thailand

  • Received : 2020.11.03
  • Accepted : 2020.11.20
  • Published : 2020.11.30
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Abstract

This research is a combination of qualitative and quantitative methods. It analyzed reputation factors for the personal branding of journalists in Thailand. Research tools were in-depth interviews and an online questionnaire with 33 variables. Eleven journalists and informed sources were interviewed. A total of 1,262 survey respondents were divided into three groups including 586 recipients, 416 news people, and 260 academics. Data were analyzed using content analysis and factor analysis. It was found that the reputation factors for the personal branding of journalists in Thailand consisted of 1) the professionalism in rich and reliable news reporting, 2) the ability to use communication technology that increases prominence and career opportunities 3) the social responsibility in reporting news events, 4) the key opinion leaders who speak up for people to monitor in the government for peace in society, and 5) the use of experience in developing news reporting capabilities.

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