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Media: Federal government Transparency And Accountability

The media takes on significant roles in acting as a medium in transferring the information between your government and the public. The info that the general public received have capability to effect the notion and the decision making of the public. The advertising and the federal government have dependent marriage. Each of them has an influence on one another. However, the marketing, especially newspaper and tv set, are stores that are likely to be inspired, by either the government or private interests. The intervention on the media may avoid the freedom of expression provided by the democracy. These interventions can be counted as corruption. Corruption is one way to reveal authorities transparency and accountability.

Introduction

It is actually seen that nowadays the mass media plays an essential role in the introduction of the country. The development of the population, culture, economics, education, or politics are with respect to the media since the media act as a major instrument in transferring the info between differing people in the culture. The mass media can have a solid impact to the people. What are written in the paper, what are shown on the tv screen, or what are spoken through the radio can change the understanding of the people.

During the time when Thailand was under the total monarchy system, advertising was a substantial part that helped moving Thai world toward modernization. However, after Thailand altered to the democratic system, the independence of manifestation of the multimedia was emphasized. Democracy can prosper only in societies where information and ideas can move freely.

The most accessible multimedia in Thai population are newspapers and radio. However, the resources of media that are easy to capture by the government are the papers as well as the tv screen. We will then focus on both of these outlets inside our study.

The print marketing, the earliest kind of mass media in Thai world, are limited by only small number of people in the early period. However, as time approved, the problem was changing. There were papers with criticisms about the ruling course and government officers, as well as papers that were given some entertainment features. The role of the press then transformed from serving the ruling category, government representatives and foreigners to providing information for common Thai people. The magazine industry grew along with Thailand's monetary expansion. However, Thailand's economical problems in 1997 was a period when paper industry was damaged by the economical downturn.

When we look at the publication business in Thailand today, it is obviously seen that the newspapers business has constantly become more competitive. For the daily magazine of Thai-language, the marketplace stocks are gained largely by Thai Rath, accounted for 34per cent, and Daily News 19per cent. The two leading magazines, Thai Rath and Daily Reports, are conventional in their political disposition. For the Business Daily Papers, Krungthep Thurakit is the dominating player, contributing for 85per cent of the maket talk about, while Puchadkarn and Post Today are used for the other 15 per cen. For the British Daily documents, Bangkok Post and the country are the two players, taking about 55 % and 45 per cent of the marketplace show respectively.

Still, there are political influences in the publication business. The federal government has capacity to influence the news headlines contents or to make adjustments that created the advisable situations on their behalf. The politicians can directly give bribery or they can give something not in the form of money however in kind of products or other kind of affects.

For example, according to 'Who Owns the Asian Multimedia: Thailand Multimedia Report' By Ubonrat Siriyuvasak, during Perfect Minister Thaksin Shinawatra's second term in 2005, the Bangkok Post's front-page survey with an alleged split on the runway of the new Suvarnabhumi airport terminal. Enough time of the report was the time when the federal government was under the investigation by the Opposition Party about the corruption of the constructing of the new air-port. After the posted of this statement, the news headlines editor, Chadin Thepwan was required to resign by the Bangkok Post.

This case proved that even although government had not been directly been able the publication or the news contents; it might do something to influence the business enterprise to be matching to its way.

For the most-consumed press in Thailand, the television, 86 per cent of the Thai society watching TV on a daily basis. Recently, there are six television channels in Thailand which broadcast readily on air and nation-wide. Three of the programs: Programs 5, 9, and 11, were controlled by State operators, while the other three: Channels 3, 7 and iTV are run by private concessionaires. iTV or Indie Television, premiered in 1996 as the first television set station that had not been owned by their state. It seemed to provide unbiased and critical programs for folks as well as act as a words of democracy. However, iTV is becoming more and more profit-oriented and following the economic crisis in 1997, the business faced massive bills and lastly, Shin Organization of Thaksin Shinawatra required over iTV in 2000 prior to the Thai Rak Thai Party received the election in January 2001.

Since the Thai Rak Thai and Thaksin's Shin Firm were related, during the election campaign, the news agenda and the details were managed by the new professional team. Journalists who gone against such disturbance were fired. Because of this, the pro-Thai Rak Thai information campaign was one factor that led the party to win in the election. A survey by the ABAC poll proved that television media coverage was overwhelmingly biased towards Thaksin and his Thai Rak Thai government

However, iTV, who was simply not able to pay back high debts following the crisis, was forced to stop broadcasting, now has sustained broadcasting again under the Thai PBS name. Furthermore, Route 9 has been modified to MODERN 9 under the Mass Communication Organization of Thailand (MCOT) regulation; Channel 11 to NBT and are under the general public Relations Department.

Since media are the powerful resources of information, many industries, including both private and the federal government, are trying to gain control of the mass media in order to manage the information provided for the public. As the media has the capacity to influence people as well as federal government, the government who will depend on advertising by using advertising to find yourself in the individuals, is the main one who wish to take control, as we have seen in the prior examples.

Every day, the mass media reports political news, telling the existing government actions and government actions that show people how the government is attempting to help develop the country and solve the issues. The credibility and the image of the government are then depended on the information and the pictures that the mass media distribute to the people. The federal government, therefore, desires to limit the info and take control of the advertising so that only the nice things are presented to the general public. As a result, many mass media are under the government intervention.

From the dimension of transparency international; the global coalition against corruption website, it demonstrates the problem perceptions index (CPI) of Thailand, based on the survey in 2009 2009, is about 3. 4 and it is positioned on 84th from 180 countries across the world. Because the government involvement in media is associated with the corruption, Thailand who says to be governed by democracy may not have the ability to say our company is governed by complete democracy.

Thailand has been associated with the problem of problem for long time ago, before people may not know terminology and its importance because the problem might be inserted with Thai culture so that people get used to it or it was known in other brands. The problem of corruption also pertains to the administrative system of the country. From Sukhothai-the first age of Thailand-up to the present, Thailand has been ruling by various varieties of administrative systems with regards to the affects or situations at that time so that the varieties of administrative system will vary in each time.

We would like to discuss the administrative system in each era to make them as the basis for explaining corruption and how it originated from.

In Sukhothai time, the beginning age of Thailand, the administrative system was in the form of 'Father-Son' or 'Paternalistic'. King played a job as daddy while public enjoyed role as his children or family ruled in hierarchical design. It created good romance among get-togethers.

After Sukhothai era exhausted its electricity, Ayutthaya age was changed. The administrative was evolved from 'Paternalistic' to the 'Divine Rights' system. This system was distinguishingly characterized as areas come into life by God's will, God chooses the rulers of the claims, and the rulers are responsible and then God. Divine Privileges system was derived from Hindu influence, this system is unlike Father-Son system as it segregated the rulers and general public leading to different classes and privileges; the public were under the control of the rulers. This form of administration gave King the absolute ability causing the distance between King and open public.

After lengthy amount of powerful, Ayutthaya age was eventually show up. Thonburi era have been replaced, since Ruler Taksin aimed to collect capacity to build the new kingdom, the administrative system had not been different from Ayutthaya era. After Thonburi age, the current time, Rattanakosin era, has flourished instead.

For Rattanakosin era, we wish to divide the era into early on and recently Rattanakosin because in the period of King Rama V, there is significantly change in Thailand's administrative system; the abolishment of slavery, the education support, and the idea of reformation in administrative system to democracy. However, the idea of reformation to democracy was not shown up in the period of Ruler Rama V, the theory has been set up in Thailand and open public began to participate in the administration. So, the administrative system in the early Rattanakosin before period of Ruler Rama V be exactly like in Ayutthaya era.

In the recently Rattanakosin time and after Ruler Rama VII period, Thailand is governed by democracy up to the present.

The Constitution of Thailand have been offering the freedom of manifestation to specific and the press since Thai's ruling system was altered from utter monarchy to democracy for nearly 78 years, however, there will always be criticisms about the degree of liberty of manifestation of Person and the press in Thai society since it emerged to associate with the federal government. The marketing still has flexibility, however now its independence is decreasing as the government tries to put its hands in.

The objective of this analysis is to incorporate theoretical, empirical and other evidences to be able to comprehend the associations and their connections among the marketing, the federal government and the general public in Thailand. Understanding each one of these things will explain how media affect the transparency and the accountability of the Thai authorities.

The role that the federal government plays in the press and the role that the mass media plays in the government are being interested significantly by the modern culture in these recent days. Therefore, within the Thai society, we would like to concentrate on performance of the advertising and government, particularly the effects from mass media on government accountability and transparency occurred within Thailand.

When government tries to control mass media, this is considered as problem, so, the problem problems will be highlighted as they play role in indicating the transparency of the federal government. As problem can be classified into private-to-private corruption and public problem, our attentiveness will be only on consumer corruption; according to the Legal Information Institute of Cornell University or college Law School, open public corruption is thought as "a government formal, whether elected, appointed or chosen, may violate federal rules when he/she asks, demands, solicits, allows, or agrees to get anything of value in substitution for being affected in the performance with their established duties", and the further use of term corruption identifies this. Corruption can be one sign to indicate federal transparency and accountability and a degree of democracy. The analysis includes; the problem in election because the incumbents intervene on the mass media in order to present themselves in an optimistic ways, the intervention of the government on press in sense of taking ownership and capturing the multimedia such as television set and papers. We will mainly give attention to television and magazine as the associates of all sorts of media. Looking at the possession of the television train station and the magazine electric outlet, these can explain the degree of government involvement and media shoot since multimedia have impact on authorities.

Still, our study has some evaluations in a few particular parts with other countries to make our research more plainly.

Literature Review

Matias Warsta (2004) detailed the entire frameworks about problem problem in Thailand, as well as the ideas for solving the problems. This empirical books argues that the challenge of corruption has been around Thailand for years and also deeply rooted as part of Thai culture. The corruption problem has a great effect on the economic progress of a country. Warsta (2004) described the associations among government, media, and community in the problem problem. Government tries to use its capacity to control press to get its desirable outcome since press has ability to talk as well concerning influence the public which make a difference their perceptions about the credibility and the image of authorities. There are many reasons for problem shown in this books. Corruption Belief Index (CPI) is referenced as the way of measuring of perception of corruption placed form 0 to 10 where 0 means a country seems totally corrupt and 10 means no problem. As CPI 2009 shown, Thailand entitled to 84th get ranking on the set of 180 countries which is interpreted as equitably high. Free media is one of the characteristic of democracy which plays a significant role as the watchdog to ensure that things are performed in the democratic way. However, administration and politicians have a tendency to increasingly enter the media by buying stocks of the marketing or granting the amount of money to multimedia. Thailand attempts to lessen the challenge of corruption by using various methods, but this literature gave the suggestion that over time Thailand's key to success to reduce this problem is to reduce the huge space between the rich and the indegent as this difference is the most notable of the corruption problem in Thailand.

Besley and Prat (2005) developed a baseline model suggesting that there is a possibility for the government to capture media and therefore influence political outcomes. The model state governments that the mass media performs role in providing information for the voters in the time election. The voters use the available information to make their voting decision. Besley and Prat (2005) show the relationship between press and politics activities through the baseline model, which is a clean adverse selection model where the policy result is depended on the politician's type; if the politician is good, providing advantage to the voters, or bad, supplying no profit to the voters. The model is established as a casino game, having two components, a bargaining game and an election game. The bargaining game between your press and the politician determines whether the marketing is an efficient information supplier or not, since the politicians have capabilities to cover bad reports by make an offer to the marketing outlets. Those who allow the offers reduce the signal about the bad politicians. If the media will get a transfer in trade for silence, the mass media is captured. Alternatively, the multimedia is independent. The model and its extensions give quantity of predictions on the relationship between features of the mass media industry, media take as well as politics outcomes.

John Zaller (1999) analyzes that the results of the media politics result from the goal-oriented and tactical behaviours. Zaller's basic theoretical pose is the fact that politicians, journalists, and individuals behave in ways that generally reflect individual goals and passions that in going after their various goals. He stresses the role of journalists, which the journalists have their own assignments in acting as a voice of the politicians to talk to voters. However, they can pick what to article. The journalists can add or reduce something before confirming in the news. The politicians also want the area about themselves in a great way in the news headlines as well. This then create conflict between politicians and journalists for the control of the news headlines. They are attempting to control information content within constraints arranged by the mass audience.

ARTICLE 19 (2005) defined the backdrop of Thailand in many aspects, the annals of mass media in Thailand, the multimedia situation. All these provide good important understanding about the marketing in Thailand. The empirical literature suggested that for the press to protect their liberty of expression, it's important that the media should be permitted to operate independently without the control from the federal government. This necessity should be organised when the marketing claimed to acquire freedom of manifestation to ensure that the advertising play role as the watchdog and also serve the public interests. This books argued that, for people, to comprehend the advertising in Thailand, they need to go significantly beyond the knowledge of their function as communicator among participants in the society, they need to be aware that the media will be the business associations who look for the profits using their self-interest. The literature has categorized the media possession into the state-owned multimedia and the private press. There are statistical shown that tv and radio will be the most accessible mass media among Thai general public. Freedom of manifestation is also reinforced by Ubonrat Siriyuvasak (2006). The empirical analysis criticizes the lack of liberty in the marketing business in the recent yr. Ubonrat supplies the statistical data about the ownerships of the press, including the state and private ownerships of the radio and television channels, as well as the ownership of the publication. This literature criticizes the aim to control the press by the government, especially in enough time of Thaksin and his Thai Rak Thai federal. Since during the Thaksin government, there were many changed took place including the change in media business, the paper then gives evidences of how the media electric outlet, especially, the publication and the tv screen, were influenced by the federal government electric power. The question of who really own the media was emphasized by the author.

Chapter 3 Analysis

Since Thailand is governed under the democratic system, with democracy, it allows the equality, protection under the law, and freedom to people in the world; people can enjoy each one of these things as long as they do not violate others in the population. The provision of privileges and freedom are in many aspects; flexibility of manifestation is one of those aspects that pertains to our newspaper. People in the democratic society can freely express what they think.

In some societies, an opposing and unfriendliness marriage between press and government presents a vital and healthy element of fully functioning democratic system. However, the multimedia and government be based upon each others. Sometimes the media overlaps other useful areas of democracy and governance.

Since the federal government nowadays can do some press managements or even can catch the media, the goal of media development should be to move the press from one that is directed or even managed by administration or private passions, to one which is more open and has a amount of editorial self-reliance that serves the public interest.

Many different varieties of mass media can create transparency. But the prominent medium of political communication and therefore the dominant medium of political transparency is tv set. Whenever we use television to comprehend politics, we see things in the way that television we can see. Television set can create new types of political reality which exist because they're seen on tv set.

Television will emphasise entertainment value. People have a tendency to fascination with the entertaining things. A lot more entertaining news is more likely to endure in the broadcast world. Therefore, most television set programs, public occasions, politics, and even regulation, are created to grab the interest of the visitors by entertaining them. They will unveiling the programs and present the news in the way that they think can catch the viewers. Inside the political news, television coverage of politics will target less on substantive insurance plan issues than on the other interesting media including the inside testimonies about strategy and obtaining political edge. People have a tendency to be interested on the problem of who the victor is and how they achieve their triumph. These types of news tend to dominate in the television.

Since the press, especially the television can portray the political issues in the ways it preferred, this have an effect on the politicians as well as the federal government. Politicians and government understand that mass media become an important tool to affect the people also to retain their vitality. They therefore want to be sure that those ideas on the television are beneficial for their image and then for the politics situation.

There are amount of ways that the politicians and the government can affect the political contents in the advertising. Being area of the media can made it easier to allow them to influence the political contents. The possession of the media, especially the television channels, is often under the state ownership. The state possession of the advertising increases the probability that the mass media are being captured.

Media ownerships are ranged from the private possession to the state ownership. In theory, media ownership can be grouped into 2 groups: State-owned media, which frequently view information as a open public item to be guarded against an exclusive sector monopoly in the general public interest; and Private mass media, which, although they may distort information under the influence of political celebrations or commercial pressures, are in least not federal government controlled. You will find laws and regulations that established to support for the independent of the media.

The new Broadcast Function requires that all radio and Television stations be subject to license. Thai tv channels remain under the limited control of various government companies.

Table 1: Owners and operators of Thai Television channels

TV channel

Owner

Operator

Channel 3

MCOT

Bangkok Entertainment Co. Ltd.

Channel 5

Royal Thai Army

Royal Thai Army

Channel 7

Royal Thai Army

Bangkok Broadcasting & Tv Company (BBTV)

Modernine Television set (MCOT)

MCOT

MCOT

National Broadcasting Services of Thailand (NBT)

Government's PR Department (PRD)

Government's PR Department (PRD)

Thai Community Broadcast Place or TPBS (TPBS)

Government's Public Relations Department (PRD)

Private

Channel 3 is held by MCOT a past state venture under the ownership of government and the Royal Thai Army. It is handled by Bangkok Entertainment Co. Ltd. a subsidiary company of BEC World General public Co. Ltd. , under agreement. Route 5 is both held and handled by the Royal Thai Army. Channel 7 is possessed by the Royal Thai Military and handled by the Bangkok Broadcasting & Tv set Company (BBTV) under deal. Modernine Tv set or MCOT is both owned and operated by MCOT. National Broadcasting Services of Thailand (NBT) owned or operated and handled by the government's PR Division (PRD) of the Leading Minister's Office, and TPBS, recently iTV, is currently a privately run independent TV station. TPBS is clear of authorities control or influence, using its budget financed by sin duty. It is less likely to get any involvement from politicians or state power.

According to desk 1 demonstrating the owners and operators of Thai television set stations, the broadcast marketing are entirely held by the state. However, the state of hawaii has the capacity to give concessions to the private providers in a limited quantity. The concessions were often given on the privileged patronage relationship. Those who possessed political forces or have cable connections with the concessionaries would have the goal to receive the concessions which are given either in the short-term or in the long-term. As a result of the limited concessions, the state of hawaii and a little number of advertising corporations have monopolized the route on the rights and liberty of information and communication, for which ideas and culture are sent out. Moreover, because the state owns the majority of the country's tv stations, no broadcasting about corruption are not different.

Not only the television can be bribed or influenced, the paper can maintain the same situation as well. For the magazine industry in Thailand, they are really strongly managed by a single family or small sets of investors who promote familial relationship, or a publishing group. Even they may be privately possessed, not being captured because of the state possession, they can be inspired as well.

Table 2: Owner of Thai Newspapers

Newspaper

Owner

Thai Rath

Vacharaphol Family

Daily News

Hetrakul Family

Khao Sod

Matichon Pcl, a publishing group

Kom Chad Luek

Nation Media Group

Krungthep Turakij

Nation Media Group

Post Today

Post Posting Pcl

Phoojadkarn Daily

Manager Marketing Group.

Bangkok Post

Chirathivat family, the South China Morning Post of Hong Kong, GMM Grammy Pcl.

The Nation-

Nation Multimedia Group

Each newspaper has its own political stance, plus they serve different band of viewers. However, even the newspapers in Thailand are privately owned or operated, they can still be under the politics pressure as well. Being under the pressure, newspaper publishers then have the ability to present the news headlines contents in which bias toward authorities or against the government, depending on who pressure them. As well as the direct political pressure, if the owner of the newspapers is enthusiastic about which side or political communities, he is more likely to accept the bribery. The medial side they take is based intensely on sponsorship by and private associations developed between your newspaper and influential individuals or teams. Bribery can be in form of money and non-money, even though, the owner will not get profit order to support that side, he is still willing to get the bribe in form of the special privilege or some type of protections. . If the federal government or the politicians want the news to provide information that is attractive for them, they can make to pressure or bribe them. We are able to see that there surely is still a opportunity for the politicians or the federal government to influence the news.

Most of multimedia in Thailand are put through the effect of either administration or groups of people. For the television, the majority of the channels participate in their state, indicating having less freedom of manifestation and the ability to influence results. For newspaper, the influence will come in form of bribery rather taking ownership. Their state will get into the media, trying to manage their working process. It could arrange the information received and released by the marketing in order to regulate the info to maintain its desirable result. With this action of state, the information is distorted, some truths are not revealed. The advantages of the distortion or the concealment will get caught in hands of several people, not the whole. Thus, the treatment of condition on the media is not desired result for the culture as a whole and it is inefficiency. Therefore, this is actually the way that can result in the corruption problem.

Corruption problem is one of the major issues in Thailand which tends to be more important through time. This will not mean that in the past Thailand possessed no problem. Actually, the problem of problem has been rooted in Thailand for ages but it may not be concerned or recognized much as in the present. The possible reason would be that the administrative system before gave absolute power to the ruler, the distance between ruler and open public was quite large and classes in the culture were existed. In addition, people got no capacity to make decisions in every kind of things, quite simply, that they had no rights and liberty in their own life.

Since the administrative system of Thailand has transformed to democracy and the country is rolling out, things have been improved upon especially the communication that is commonly more advanced. Due to rights and independence people are permitted to enjoy especially the liberty in expressing judgment, so what people perform will have more opportunity to be disclosed to public to allow them to realize unlike before that there was no freedom, that is why things were stored much like those who had been relevant as the public could not know the reality in those days.

Corruption problem that has been in Thailand for some time starts to be regarded and people also begin to recognize that it is bad thing since it is extremely destroying the routine of connections for the population as a whole, it also creates the distortion and inefficiency in monetary development, so the country cannot develop to its highest or even expected position with this constraint.

Furthermore, corruption in Thailand may come from many possible reasons including low salaries of open public servants, low education of individuals, big financial gaps between cultural classes, lacking transparency of governance, unpredictable political situation, insufficient democracy, lack of freedom of expression, heavy bureaucracy, and centralized vitality. However, in this newspaper, we will scope the reason why to having less transparency of governance, having less democracy, and having less democracy.

In democratic society, people can participate in governing the united states by electing the reps to work and provide their interests. People can choose their staff through election having the principle of bulk voting, in other words, those who get the best voting would be the reps. However, we can see that Thailand will not govern by complete democracy; Thailand is governed by semi-democracy, the possible reasons will come from many aspects such as culture that make the country can't be governed by complete democracy. However, we are not able to evaluate whether complete democracy is well suited for Thailand because the united states may have constraints or facts that the complete democracy can't be used.

Furthermore, the corruption problem can have great impact on transparency and accountability of the government as well as the image of the country.

One of measure of transparency and accountability of government can be shown by election. Marketing provide information to public which effect their decision making in voting. Politicians may present themselves by using marketing since media can reach the majority of people. In addition, as politicians aspire to win the election, positive image is necessary, so they need advisable information to be delivered to public. The possible way to attain the target is bribery.

As Thailand is governed by democracy system, the right in independence of appearance is provided to both general population as well as the multimedia. Thus, the interventions from authorities and politicians in the press companies contradict to their providing right. Furthermore, such interventions are counted as corruption. So, the prevailing of corruption problem as well as all kind of interventions in the multimedia companies, causing the companies to lack of ability in expressing their words or opinions freely, means that Thailand is governed by semi-democracy system, not the complete-democracy system.

Nevertheless, corresponding to Besley and Prat (2005), they argued that, in the democratic society with good investigations and amounts system, the government cannot transfer the cash or affirm the precise policies to prefer the press companies. However, the federal government can find just how out by wanting to influence the marketing by offering the exclusive privilege for the usage of the politicians or federal to the friendly mass media outlets.

As the federal government cannot copy cash or affirm the policies to favor the marketing, this lead to some changes in the essential model because no monetary copy ti can be used anymore. Instead, the federal government or the politicians buy into the media store i for the exclusive privilege such as an interview with primary minister or with quite politicians denoted by Ii 0, 1 where 1 signifies the exclusive privilege awarded to the marketing outlet i for not revealing the reality or the bad information about it.

Moreover, the commercial value of the exclusive privilege will lower as the amount of shops who are granted such the privilege increase; the number of outlets obtaining the privilege is represented by ». Thus, the income (-) from the exclusive privilege depends inversely on ». Nevertheless, this is the easy for the federal government as well as politicians for granting the exclusive privilege since it isn't costly to them. Therefore, the federal government and politicians have the ability to silence the marketing if and only when - (n) a in which a is the utmost potential audience-related benefit and n is the multimedia outlets, quite simply, the mass media is captured as this inequality equation is satisfied.

In addition, as we have mentioned, the income of the press company from the exclusive privilege lessens when the amount of media outlets increases implying that the risk of being shoot is reduced. From the point of view of the marketing company, being the main one of many shops with the exclusive privilege provides less attractive than being the only person to report the significant negative media or information.

Another measure of federal transparency and accountability can be shown by election. Mass media takes on an important role through the election time. Election is one important part of the democratic process in Thailand since folks have equal protection under the law and independence in democratic system. It really is one of the hearts in this technique. The election is set up in order to allow visitors to choose their staff to help and to provide their interests. It really is one of politics activities that show the participation in the politics of the folks.

From the election, some parts of the Government of Thailand is chosen, including House of Representatives of Thailand, the Senate of Thailand, local Administrations, Governorship of Bangkok and countrywide referendums. Since 2001, Thailand has transformed its election system for parliamentary staff from election by constituency to election by constituency and party-list.

For Thai people, it is the duty to go for election; each individual has only 1 vote. In addition, the election in Thailand holds the basic principle of majority voting guideline; those who have the higher votes will be chosen as the representatives of people.

Economically, Partisan Theory can help explaining some aspects of election. It points out that politics factor make a difference the macroeconomic plan and the politicians are viewed as the ideologically determined leaders of competing parties; the gatherings can represent the different constituencies with different choices regarding the macroeconomic effects. In the easiest style of Partisan theory, the liberal get together and the traditional party play the key role. However, the emphases of these two functions are relatively difference as the liberal party emphasizes the full-employment and the income syndication whereas the conservative party emphasizes the price stableness. Furthermore, Partisan theory predicts that the macroeconomic policy depends upon which party is at vitality because each party tries to pursue its own emphasis.

Partisan Theory can well-adapted to real life including Thailand, even though Thailand might not exactly be explicitly split into liberal and conservative parties, the get together who gains the energy tries hard to favor its supporting communities with the expectation of being successful the re-election in the foreseeable future including the use of popularized regulations.

On the other side of the election, the individuals or the incumbents will attempt their best to have the vote from the individuals. They will launch the election campaigns in order to provide their information to the public. The election campaigns range from social communication to provisional advertising. The interpersonal communications include knocking the entranceway, focusing on the major organizations in the electoral areas, making speeches, and finding potential opportunity. On the other hands, the provisional multimedia used are placards, leaflets, postcards, the mobile cars and community multimedia such as news broadcast or publication. The used of advertising is a simple way to provide out information to mass human population. Marketing such as newspaper publishers or tv set often present information about political campaigns as well as provide information necessary for the decision making of the voters.

When media appears to be tools for incumbents to give out information to the public, the incumbents then want to be presented in an appealing ways. This then draw out the issue of how they can affect the press.

The Baseline Style of Basley and Prat (2005) present the style of how media plays a role in the election process, how the voters are damaged by the media, and how the candidates can produce an influence in the media.

The model combines elections with a job for the press as information providers where shoot by government is possible.

In this Voting Model, there are 2 possible types of incumbents, ; good incumbent and bad incumbent. Voters do not see their payoffs during re-election. where b means bad, and g stands for good.

The probability that the voters will choose good incumbent is ;.

Suppose there are n similar active media outlet stores such as magazines and TV channels. When the incumbent is good, advertising observe no verifiable information. If incumbent is bad, there's a likelihood that the marketing receive a verifiable signal. This transmission is assumed to be able to print.

There are 3 assumptions implicit in this installation. First, news cannot be fabricated. Second, alerts can only be bad, and third, all press have the same information.

The n identical multimedia outlets revenue comes from audience-related and policy-related income. The Audience-related revenue ranged from 0, if the wall plug has no news, to, if it has media.

Where, a represents maximum potential audience-related gain, and m presents the amount of stores that are reporting media. If at least one store has information, all voters then become up to date.

We then allow incumbents to manipulate news, embracing a bargaining game between marketing and Authorities. Since news can't be fabricated, only strategy for politicians is to cover bad information. The bargaining game works when incumbent make private, non-negative monetary offer of, to each outlet. If the media outlet allows the offer, it will suppress the indication about politician's bad type. Offer designed to outlet is not witnessed by voters or other outlets.

Media store, , get where i is the copy costs which is the exchange cost between incumbent and press;. The incumbent lose i, but benefits i if he's re-elected but i if not. signifies the set of media wall socket that allow the offer.

Transaction cost, , will depend the truth is on the form of media possession. If the marketing is had by the state, the transfer cost is most affordable. The independently-owned advertising are anticipated to be more expensive to influence than multimedia that are part of greater groups as the widely kept private press are hardest to affect.

There are 2 further assumptions added in this set-up. First, incumbent knows what sign the media have obtained. Because the verifiable impulses can be printed, incumbent can always ask the mass media to disclose their evidence prior to making an offer. And second, incumbent makes her offers following the signals are realized.

Equilibrium between politician and marketing in bargaining game determines whether the marketing is an efficient information supplier or not. If marketing receives a copy in exchange for silence, then your marketing is captured. If not, the multimedia is unbiased.

Since the marketing can be influenced by the incumbent, the higher media freedom, considered by the higher deal cost T, the greater mass media commercialization, considered by the high maximum potential audience-related profit, a, and plurality, considered by high number of media retailers, n, can effect whether or not the multimedia is captured.

Since the higher exchange cost means that there surely is less likely that the incumbent can make an offer to the media outlet, there is lower chance that the media will be captured. However, the mass media that are held by the state of hawaii are associated with lower transaction cost. It is easier for the incumbent to impact the media especially if the incumbent has marriage with the current government. State possession of newspaper publishers as well as tv channels is associated with corruption as well. The countries with advanced of state ownership are associated with more impressive range of corruptions. Political transparency and accountability is valuable in societies with non-captured press.

For Thailand, as we can easily see from stand 1 exhibiting the television channels' owners and the providers, the television stations are completely held by the state of hawaii. However, some are under the private providers. This implied that Thai media are associated with higher level of media record as well as problem, especially if they are both managed and controlled by their state. Moreover, make reference to desk 2 of the Thai paper possession, there are probabilities that the paper, even these are under the private ownership, can be bribed or even captured if indeed they receive a transfer payment from the federal government or politicians.

Conclusion

It is seen obviously that administration can influence mass media in a number of ways. First, the federal government can bribe the media outlets in which enable them to fully capture the media. The bribery can be in form of money copy or any kinds of items or privilege. Based on the Baseline Model of Basley and Prat (2005), if media receives a transfer from the federal government in trade for silence for the bad transmission, then the mass media is captured. If not, the media is independent. The amount of media impartial is determined by the transfer cost as well as the possession of the media. The lower the exchange cost, the higher the opportunity of media catch. State ownership of the press is associated with higher potential for media get as well. Second, the government can try to influence the media by offering the exclusive privilege for the access to the politicians or government to media stores.

Not only that the government can effect the media, marketing can influence the government as well. As mass media act as tools to connect, media can affect federal image by managing the content of the news headlines they show the general public. The advertising have capability to distort the politics news, especially if they are simply under the influence or if they are being captured.

Media and public also have reliant relationship with one another. Media are the source of information provided to the public. It's the fact that open public consume information from the mass media on a regular basis, so press can have great impact on the conception of public. Moreover, the public uses the info as the basis to make decisions like the decision for election. Through the election period, many information from the participants, both federal government and new challengers for any office, are released through the marketing, the participants who have more information given out of marketing may have more opportunity to earn the election. Due to the upsurge in opportunity of receiving the election, the participants have incentives to obtain ability to control over the advertising. Moreover, the party who is in the power (federal) still would like to keep up its power, so that it tries to do the same as other participants. The activities of treatment the marketing to obtain the desirable outcome are counted as one way of problem since Thailand is governed by democracy, which provides the independence of expression for everyone including the press. Especially, Thailand has experienced the challenge of corruption that has been rooted in Thai contemporary society long time back and it appears to be visible by the outsiders, which is true because of the fact that the transparency international who uses the problem conception index (CPI) to gauge the level of corruption among countries has rated Thailand on 84th from 180 countries, the ranking of the year 2009. The problem problem in Thailand is one of the major problems which prevent Thailand from being governed by complete democracy.

In theory, at least, media can make the politics system more translucent in a manner that it can benefit people understand more about the roles and the actions of government, help people take part in political decisions, as well as keep government officials accountable. Practically, the effects of the media are very different. While using era of media, the government authorities and politicians in democracy could find it helpful for stimulating the politics virtues of transparency through symbolic and multimedia management.

Therefore, in this newspaper, we try to analyze the romantic relationships among government, marketing, and consumer which all are related, quite simply, they have based mostly relationships and cannot be separated which produce our topic. Thus, the human relationships among these three factors and the problem problem do really affect the government transparency and accountability.

The relationships among the three elements can be shown as the diagram below:

Public

Media

Government

Appendix

Corruption Perceptions Index (CPI) 2009:

Thailand

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