THAI PEOPLE'S ATTITUDES TOWARDS INFOGRAPHICS AND TEXTS AS MEANS OF COMMUNICATION FOR SOCIAL CAMPAIGNS

Abstract

The objective of this research was to examine the relationship of Attitudes, Understanding and Intention to Change behavior towards in social campaigns among Thais mainly in the categories of (1) infographic stimulus and (2) text stimulus to gain a better understanding of both infographic and text contents. This research employed both quantitative and qualitative approach by online and pen-and-paper survey research from 400 sample population. The samples in this research are Thai males and females ages between 15-45 year old, graduated to at least lower secondary school level. They have registered social network accounts and are active on one social platform account at least once a week. The samples are presented with three types of presentation style: (1) pure text stimulus, (2) the graphic content of 30-60 percent stimulus and (3) the graphic content over 60 percent stimulus. The research result shows that the association level of the samples’ Attitude and Understanding towards Intention to Change behavior in the infographic stimulus is higher than the text stimulus. The data shows that excessive picture communication is useful for drawing attention while excessive text communication is more useful for explaining complex and detailed concepts. Therefore, the most balanced communication that will have the most effective impact on attractiveness and intention to change behavior in any stage of AIDA model is a message that contains graphic content of 40% to 60% of overall design. All in all, communication objective must be taken as the main consideration when forming a message campaign.