The Myth of Communicating Wealth through Lottery Tickets that affect People in Thai Society in Bangkok and Surrounding Areas

Abstract

This study focuses on examining the myths of wealth communication associated with purchasing lottery tickets, influenced by mass media in Thai society. The research explores the illusion of wealth created by winning the lottery and its subsequent social impacts. It encompasses the attitudes and purchasing behaviors of individuals regarding seeking wealth through luck, as well as an analysis of the content and communication channels utilized by mass media to instill hope in consumers.
The qualitative research approach employed content analysis of news stories related to lotteries and the communication channels used to disseminate lottery news through popular mass media, including television and newspapers, over the past three years. The findings reveal that lottery-related content in mass media plays a significant role in sparking interest and motivating people to buy lottery tickets. The content often includes compelling elements such as stories of lottery winners, the portrayal of instant success, suggestions offered through online platforms, and the use of visuals and text that evoke emotions.
Regarding communication channels, the dissemination of lottery-related news is divided into three phases: pre-draw, during the draw, and post-draw. These phases utilize various communication channels, such as television broadcasts of the draws, news reports, online media, and advertisements that significantly influence consumer access to information.
Interviews with lottery ticket buyers in Bangkok and its surrounding areas were conducted to investigate attitudes and beliefs regarding wealth accumulation through lottery purchases. The research findings indicate that people often perceive buying lottery tickets as an investment that could lead to wealth, despite the low odds of winning. Communication through mass media fosters myths and values that lead individuals to believe that lotteries are a viable means of transforming their lives.
The societal impact of these myths includes overspending behaviors and potential gambling issues in the future. The study suggests raising awareness about effective financial management and implementing stricter regulations on lottery advertising to prevent the creation of myths that could negatively affect spending behaviors in society.