A textual analysis of Branding Strategies and Masculine Representations of the Alcohol Online Media Promotions in Thailand is qualitative research. The scope of this research is from 1st January 2019 to 31st December 2019. The research objectives are (1) to interrogate the marketing communication forms used for the online alcohol brand promotions in Thailand and (2) to explore the themes of masculinity represented in the online alcohol brand promotions in Thailand. The purposive samplings employed in this examination are the top 3 popular alcoholic Facebook fan pages categorized by the website socialbakers.com. These are such as Chang World Singha Corporation and Meridian Brandy. In the accumulation of all three alcoholic brand followers Chang World Facebook fan pages had 1598 930 followers Singha Corporation Facebook fan pages had 941279 followers and Meridian Brandy had 103860 followers. In terms of the overall online posts found from all alcoholic brand samplings the overall result found 1038 posts 147753 Likes and 5200266 Shares online. The research result found that the product brand communication strategy is the key brand strategy using the most or around 59.92 % (n= 1038). In the detail of this the product brand communication strategy found that the Emotional Appeal strategy had been used the most around 59.67 % compared with merely 1.25 % of Rational Appeal strategy. The overall masculinere presentations found from all alcoholic online brand promotions found that there are three keythemes of ideal masculinities. These are such as (1) the Friendly men who are laidback easygoingand enjoy spending time with friends (found around 56.45%-Mostly found from Chang Brand promotions) (2) the kind middle-aged men who are successful in life love friends caring others and social responsibility (found 36.61%- mostly found from Singha Brand Promotions) and (3) the playful men who are playful funny work hard looking for rewards in life after a hard-working day (found around 6.94%-mostly found from the Meridian Brandy Brand Promotions)

A study of the representation of masculinities in GM magazine advertisement in Thailand is a qualitative research. This study aims to (i) explore the cultural power dynamics that articulate the formulation of Thai masculinities and (ii) to investigative the themes of Thai masculine representations that represented in the Thai society. This study is a qualitative research. As a result the transnational/capitalist masculinities are the global hegemonic form of masculinities that articulates the local forms of Thai masculinities found in the GM advertisement magazines from 2013 to 2017. By which due to the global cultural flow of Neoliberalism that influences the local Thai consumer culture shaping the Thai ideal masculine forms to appealing consumers to make a purchasing decision. As can be seen from the prevalence of the stereotypes of men that portray in the advertisements. Alongside this there are eight themes of masculinities found in this study. There are such as (i) Hedonistic Man (ii) the Successful Capitalist Professional/Working Man (iii) Domestic Patriarchy (iv) Self-Care/Anxiety Man (v) Loyal Man (vi) Ageing Man (vii) Social Responsible Man and Unreliable Man.