STORIES FROM MON SABAI: ENHANCING COMMUNITY PRODUCT COMMUNICATION FOR ELDERLY ENTREPRENEURS IN KHLONG SAM WA

Abstract

This participatory action research aimed to enhance the communication of creative community products from the Mon community in Khlong Sam Wa, Bangkok, specifically focusing on the "Mon Sabai Cloth of Klong Sam Wa." The research team consisted of communication arts researchers and students, community researchers, and local entrepreneurs. A collaborative research team, including communication arts researchers and students, community representatives from the Paen Thong Samphan community, and local entrepreneurs, aimed to enhance the communication of creative community products for elderly entrepreneurs in Klong Sam Wa, Bangkok. The research findings emphasized the importance of crafting narratives that connect local history and highlight unique product features using accessible language. This approach led to the creation of four short videos disseminated on platforms like TikTok and Facebook pages of the community and Mon youth. The communication strategy successfully raised awareness and interest in the Mon Sabai cloth product, stimulated word-of-mouth marketing, and has the potential to contribute to future community tourism. This research demonstrates the effectiveness of participatory action research in empowering elderly entrepreneurs and promoting cultural products through targeted communication strategies.