GUIDELINES FOR DEVELOPING COMMUNICATION SKILLS IN THE DIGITAL ERA BASED ON BUDDHIST TEACHING PRINCIPLES AMONG TEACHERS IN THE SRI MUANG RAYONG PRIMARY SCHOOL GROUP, RAYONG PROVINCE

Abstract

This research aims to (1) study the need for communication skills in the digital era, (2) study methods for developing communication skills in the digital era according to Buddhist teaching principles, and (3) propose guidelines for developing communication skills in the digital era according to Buddhist teaching principles. The research employed a mixed-methods research design, with quantitative research using questionnaires administered to a sample of 251 participants. Basic statistics, including frequencies, percentages, means, standard deviations, and a needs assessment index, were used to analyze the quantitative data. Qualitative research was conducted through interviews with 7 key informants and analyzed using content analysis.

The research results showed that (1) The most needed communication skills in the digital era among teachers were writing skills, followed by reading, speaking, and listening skills.  (2) The method of developing communication skills in the digital era according to Buddhist teaching principles is to integrate traditional and digital media with the four Buddhist principles: (1) Santassana (clearly explaining), (2) Samadapana (encouraging action), (3) Samuttejana (motivating and encouraging), (4) Sampahangsana (creating a cheerful atmosphere). Teachers acted as a role model in communicating in an easy-to-understand, creative, and compassionate way. This approach helps develop students' knowledge, digital skills, life skills, and social responsibility awareness in a comprehensive manner. (3) The guidelines for developing communication skills in the digital era according to Buddhist teaching principles among primary school teachers in the Sri Muang Rayong School Group covered four communication skills (listening, reading, speaking, and writing) through the integration of: (1) Santassana, using concise language and multimedia to clearly explain content; (2) Samadapana, organizing proactive activities through digital tools to encourage students to dare to communicate and act; (3) Samuttejana, reinforcing positive reinforcement with online praise and rewards to build morale; and (4) Sampahangsana, creating a fun and relaxed atmosphere through games and interactive media to encourage learners to engage and express themselves creatively.