"The content analysis reveals that Thai media primarily focuses on energy issues related to policy, regulation, and economic aspects, with less attention to environmental concerns. This emphasis reflects the top-down structure of the Thai energy industry and the economic implications of traditional energy policies. Key themes identified include pricing, government subsidies, and the economic dimensions of energy issues. In addition, fossil energy remains dominant in news coverage, while renewable energy sources receive less attention, and natural gas is frequently misrepresented as clean energy. Positive/negative framing techniques are prevalent, often emphasizing government intervention and solutions. State entities and private sector actors dominate the discourse, with limited representation of civil society organizations and academic institutions. Moreover, the public is deeply interested in the economic dimensions of energy issues, particularly pricing and government subsidies rather than environmental issues. There is evident in the popularity of pricing-related news, shows the sensitivity of Thai audiences to energy prices. While the media’s focus on pricing may be driven by genuine public interest, there is also a possibility that it is strategically chosen to generate engagement and increase viewership, ultimately benefiting the media outlets’ businesses. The research finds out that media and businesses can strategically employ the “gift” metaphor to frame energy policies and initiatives in a positive light, associating them with benefits and generosity. This framing technique can be seen as a form of persuasion, designed to influence public opinion and create a favorable perception of energy-related measures." (Executive summary)