THE ROLE OF REACTION CHANNEL IN THE ENTERTAINMENT MEDIA INDUSTRY: A STUDY OF BL SERIES IN THAILAND

Abstract

The objectives of this thesis are as follows: to explore the role of reaction channel in the entertainment media industry, specifically in the Thai Boys' Love (BL) series. The study employs qualitative research design, with a sample consisting of four video clips from a "Nang Na Rong" channel reacting to the BL series "Koo Rak Run Phee" and in-depth interviews with the channel owner. The research tools included a semi-structured interview guide, and data were initially collected through documentary research, which was then analyzed using grounded theory as a systematic approach. The results revealed that the roles of reaction channel like "Nang Na Rong" in the Thai BL series entertainment media industry could be identified in three main roles based on their interactions with different groups: 1.The role in relation to fan clubs, which includes the role of responding to requests, the role of a like-minded companion, the role of promoting ideas, and the role of being a connector. 2.The role in relation to marketing supporters, which includes the role of public relations, the role of promoting sales, the role of reviewing products, and the role of being a feedback channel for marketing supporters. 3.The role in relation to series producers, which includes the role of creating awareness and the role of being a feedback channel for series producers. The new insights discovered in this research include three key roles: the role of being a connector, the role of raising awareness, and the role of feedback channel. Each of these roles highlights the significance of reaction channels in the Thai BL series entertainment media industry, contributing to the development of Thai BL series and supporting the growth of Thailand's entertainment media industry.