THE RELATIONSHIP BETWEEN MEDIA EXPOSURE AND ATTITUDES ABOUT MAHIDOL CHANNEL AND PERCEPTION OF MAHIDOL UNIVERSITY, MAHIDOL CHANNEL AND MEDIA EXPOSURE TRENDS

Abstract

Quantitative research was done to analyze media exposure, attitudes, perception, media exposure behavior, and behavioral trends for exposure to Mahidol Channel (MC), a multimedia platform accessible by cable television or online through mobile devices, combining education and entertainment. Data was gathered from a 424 samples all aged at least 18 who had watched MC on different platforms. Results were that most samples were females aged from 26 to 35, having earned bachelor's degrees and with average monthly salaries from 30,000 to 50,000 baht. Demographically, gender, age, educational level, occupation, and average monthly salary influenced MC exposure frequency through online media. Facebook provided the highest exposure, followed by the dedicated MC website, YouTube, and Instagram, offering maximum exposure to healthcare, prevention, and treatment options through related wide-ranging subject matter. MC exposure frequency through online media significantly affected attitudes about MC health information presentation in all categories to a moderate degree. Presentation manner had the strongest impact, followed by program production art, moderator, and program content, in decreasing order of significance. MC exposure frequency through online media significantly influenced overall image perception of Mahidol University in all categories at a high level. Management and staff were most influential, followed by educational service provisions and social activities. MC overall approach to health information presentation was significantly positively correlated with overall perception of Mahidol University image in all categories at a high level. Presentation manner was most impactful, followed by moderators, program production art, and program content, in decreasing order of importance. Attitudes were related to MC exposure behavioral trends and healthcare