Immersive Graphics: Public Benefit or a Downfall for Thai Media?

Abstract

          This academic article aims to examine the application of immersive graphic technology as a tool for news presentation in mainstream mass media. While the integration of new technologies has been widely adopted to enhance audience understanding and engagement compared to traditional news reporting, the use of highly realistic or repetitive visualizations raises concerns regarding potential violations of the rights of individuals involved, including deceased persons who can no longer protect their own rights. To explore these issues, this research focuses on Thairath TV, one of the pioneering television stations in Thailand that has implemented immersive graphic technology and has received professional recognition for its innovative work. Ten news clips were purposively selected from the “Immersive Graphic” playlist on the YouTube channel THAIRATH TV Originals based on their high viewership. These clips were analyzed to identify the ways in which the use of immersive graphics in news reporting may conflict with the nine ethical and professional standards set forth by the National Press Council of Thailand, with audience comments on the selected clips incorporated to enrich the analysis.

          The findings reveal that most of Thairath TV’s news clips employing immersive graphics tend to violate professional ethics in journalism. The results indicate that producers, supervisors, and other stakeholders in the communication industry tend to prioritize spectacle and audience appeal over the dissemination of substantive knowledge, often overlooking the broader public interest and the actual value delivered to audiences. Although immersive graphics can enhance the effectiveness of news storytelling, they also pose a double-edged sword: when driven primarily by viewership and engagement metrics, they risk compromising journalistic integrity and public accountability. Accordingly, this article proposes recommendations for regulating the use of immersive graphics, particularly in cases where such practices may infringe upon individual rights, freedoms, reputations, or privacy. Beyond the responsibility of media producers, regulatory agencies must also consider the implementation of legal mechanisms to ensure that the use of immersive graphic technology aligns with ethical and professional standards in future Thai news reporting.