THE EXPECTATIONS OF SPORTS MEDIA USERS TOWARD THE PRODUCING OF SPORTS MASS COMMUNICATION PERSONNEL FROM THAILAND NATIONAL SPORTS UNIVERSITY

Abstract

This research aimed to study learning outcomes according to higher education qualification standards and explore the expectations of sports media towards producing bachelor degree graduates in sports mass communication from Thailand National Sports University. The study was conducted through in-depth interviews with 10 professional sports media practitioners who host student interns in sports communication. The open-ended questions were designed to gather their independent opinions on the expectations of graduates entering the professional sports media industry. The findings revealed that professionals place had a significant emphasis on knowledge of journalism, sports, and new media technologies using, as well as proficiency in using appropriate language. Regarding skills, professionals prioritized interpersonal relations, teamwork, proficiency in presenting in Thai language, spelling and punctuation accuracy, translation, headline writing, research, and the ability to extract key points from foreign language news. Additionally, competence in utilizing applications related to artificial intelligence (AI), news reporting and storytelling both in writing and visual narratives was essential. Ethical considerations were also a key focus with professionals stressing the importance of deep knowledge of media ethics, maintaining a balance in work practices and being able to distinguish between truth, error, good and evil as foundational ethical principles. Professionals expected institutions to instill a sense of responsibility and understanding of laws such as the Personal Data Protection Act (PDPA) and copyright laws, along with promoting awareness of avoiding legal issues. They also expected students to be trained in real or simulated scenarios for decision-making practice. In terms of personal characteristics, professionals valued courage, self-confidence, good personality, curiosity, quick wit, attention to detail, problem-solving abilities, agility, strong networking skills and good relationships with sources. Furthermore, they expected graduates to possess a diverse set of skills (multi - skills, multi-tasking) and to be modern, motivated and able to plan for their future careers.