The Impact of Social Media on Attitudes and Social Behavior in Thai Society

Abstract

Abstract

Social media has become an essential part of people's daily lives worldwide, including in Thailand, particularly in an era where digital communication plays a significant role in shaping societal direction and behavior. Social media usage in Thai society has transformed interpersonal and group communication in various dimensions. It is not only a tool for connection and entertainment but also a platform for expressing opinions, exchanging information, and participating in social, political, and cultural processes. In the political arena, social media plays a crucial role in encouraging political participation among Thais, especially the youth who utilize online platforms as a tool for communication and political activism. This participation has significantly influenced political attitudes and social beliefs. Regarding social behavior, social media has greatly impacted the formation and maintenance of interpersonal relationships. People can easily and quickly communicate with friends, family, and communities. However, it has also led to a decline in face-to-face communication. The preference for online communication over physical meetings can weaken family and community relationships.The effects of social media usage can be both positive and negative. To manage and mitigate the negative impacts of social media, it is essential to promote users' ability to verify information before believing or sharing it, as well as raising awareness of the potential consequences of inappropriate usage. Additionally, supporting education and learning about responsible and mindful social media use is crucial to enable Thai society to utilize social media as a tool for development and fostering positive relationships.