Ms. Nammon Sukhumalchan, Lecturer in the Bachelor of Communication Arts Program in Communication Management at the School of Business and Communication Arts, University of Phayao, was selected to participate in the National Research Council of Thailand (NRCT) Young Researcher Training Program 2026, jointly organized by the National Research Council of Thailand (NRCT) and Chiang Mai University. The training was held from 8–10 July 2026 at Chiang Mai Grandview Hotel, Chiang Mai Province, with the objective of enhancing the capabilities of early-career researchers in developing high-quality research proposals aligned with Thailand’s national research and development priorities.
During the training, Ms. Nammon Sukhumalchan presented her first-round research proposal entitled “Multimodal Communication Patterns of Influencers on TikTok: Integrating Content Analysis and Multimodal Discourse Analysis.” The study investigates the communication mechanisms employed by social media influencers through the integration of Content Analysis and Multimodal Discourse Analysis (MDA). It aims to explain how meaning is constructed and influence is generated within the digital communication environment of the TikTok platform.
The proposal was recognized as an Outstanding Research Proposal in the Social Sciences and Humanities category and was selected as one of four finalists from a total of twenty participating teams to advance to the second round. In this stage, participants presented their full research proposals to a panel of distinguished experts from the National Research Council of Thailand (NRCT), receiving scholarly feedback to further strengthen the quality, rigor, and funding potential of their research.