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)

This research was aimed at analyzing the content and method of communication the embedded in ecotourism promoting media produced by the concerned agencies in Suphanburi province utilizing semiotics and concepts concerning tourism along with the indepth analysis on the phenomena in the areas under study as the research framework. The researchers focused on analyzing the meaning of signs apparent in the 5 types of media chosen as the study objects. The findings reveal that the contents embedded in the tourism promoting media had contained 2 main factors – variety of tourist attractions and agricultural way of life. Both were related to tourism in an interesting way particularly the use of media for publicizing tourist attractions. Communicative methods apparent in the tourism promoting media came up in 4 modes – paradigmatic communication resulting from using small parts to simultaneously communicate metonymic communication using certain part to represent the whole binary opposition to communicate the meaning of two exclusively different things and intertextualitybased communication through which the cues of old signs were used to build up value in the new context.