Journal of Humanities, Social Sciences, and Arts

ORGANIZATIONAL MANAGEMENT STRATEGIES IN THE DISRUPTION ERA

Wachirawachr Ngamlamom — 2025-01-22

The findings from the analysis indicated that organizational management in the disruption era with the challenges organizations face in rapidly adapting to organizational and technological change. The objectives were to 1) study organizational management factors that affected organizational adjustment and management strategies in the era of disruption, 2) study values that can be used in the future, and 3) make recommendations from the analysis. From the analysis of the concept and results, it was found that (1.1) creating an innovation culture where organizations had to support innovation and development to respond to market changes continuously; (1.2) investing in developing employees' skills and knowledge was essential for enabling rapid and effective adaptation; (1.3) the use of information technology was a crucial instrument for enhancing efficiency and reducing risks in work processes; (1.4) adopting a flexible organizational structure enabled organizations to respond more quickly to changes, ensuring their survival and growth in the disruption era and enhancing the value of sustainable utilization and response to future changes; and (1.5) managing an organization in the era of disruption requires rapid adaptation, leveraging technology effectively, having visionary leadership, inspiring motivation, a strong team, a flexible structure, emphasizing innovation, and developing organizational culture for success. 2) The knowledge gained from the study indicated that it can contribute to enhancing the value of its utilization and sustainably responding to changes in the future. Additionally, recommendations from the findings should focus on developing continuous learning and skill development policies for personnel, enhancing the flexibility of the organizational structure to respond to changes by using technology to improve efficiency and reduce risks. It also suggested supporting a culture of innovation and investing in personnel skill development and technology usage to increase efficiency and flexibility in responding to changes and technologies in the disruption era.

RESEARCH ETHICS : PROTECTING PRIVACY OF PARTICIPANTS IN QUALITATIVE RESEARCH

Jamnean Joungtrakul — 2025-01-22

This academic article aimed to present principles of research ethics and ethical protocols for protecting the privacy of participants in qualitative research. A non-systematic literature review method was applied in this study. A review of related literature was conducted, and data extraction was performed and utilized as the basis for composing this article. The scope of this study comprised: (1) an Introduction to provide background, objectives, and the scope of the study; (2) a literature review which covered the characteristics of qualitative research, the principles of research ethics, privacy as a component of research ethics principles, and ethical protocols to protect the privacy of participants; (3) a conclusion; (4) new findings from the study; and (5) recommendations. The results were synthesized based on three ethical principles: respect for persons, which emphasized allowing research participants to make their own decisions and ensuring the confidentiality of their information; beneficence, which focused on minimizing risks and maximizing benefits; and justice, which considered the fair distribution of burdens and benefits. The authors synthesized the results of this study by proposing a model for protecting the privacy of qualitative research participants. This model could be used by researchers, especially novice researchers and those who have shifted their paradigm from quantitative to qualitative research.

NEW GENERATION EDUCATIONAL INSTITUTION ADMINISTRATORS AND THE CHALLENGES OF THE EDUCATIONAL 5.0 ERA

Worapol Srithep — 2025-01-22

In the era of Education 5.0, new-generation school administrators must face challenges in leading educational institutions to adapt to changes in technology and innovation. Beyond developing technological skills, administrators must foster diverse capabilities among learners, including knowledge, creativity, and essential life skills for the future. The preparation approach for administrators in this era is proposed through the 6G process, which includes understanding the institutional context, evaluating the potential of staff and students, preparing for changes, creating driving forces for development, promoting continuous improvement based on empirical data, and evaluating for effective adjustment. Additionally, the 4M attributes—comprising modernity in innovative thinking, flexible management, proactive movement in educational reform, and adaptation to circumstances—will be a key in supporting curriculum development focused on lifelong learning skills. Administrators must also apply technology to enhance teaching and learning while building partnerships with parents and communities to create a sustainable learning ecosystem.

SOCIAL SEMIOTICS IN FILMS ADAPTED FROM ISAAN TALES, 1980 - 2018

Ongart Hanchanawong — 2025-01-22

This research examined social semiotics through film as a medium for documenting history. The narratives of the past, or those depicted in films, were cultural reproductions that can be deconstructed for reinterpretation. The sample consistd of five Thai films adapted from Isan legends across three decades: the 1980s (Kong Khao Noi Kha Mae, 1980; Thung Kula Rong Hai, 1981), the 1990s (15 Kham Deuan 11, 2002; Kon Fai Bin, 2006), and the 2010s (Nakee 2, 2018). This study employed observational methods to collect data following the framework of social semiotics, which involved three stages: 1) gathering semiotic resources for classification, 2) analyzing the use of signs, and 3) reinterpreting the findings.
The research revealed that films adapted from Isan legends have developed from localism to modernity. In the 1980s, these films portrayed harsh environments, competition over natural resources, a struggle against drought, and integrated conservative cultural traditions. By the 1990s, there was a praise of Isan identity in line with the localism trend, while the 2010s saw the increasing influence of foreign consumer goods in daily life. Cultural traditions evolved to to promote tourism, leading to a seamless blend of old and new. Furthermore, regarding the the main characters' attitudes, in the 1980s, they relied on faith and belief in the supernatural to endure hardship. In contrast, the main characters of the 1990s and 2010s confronted challenges influenced by mass media and scientific education, with progressive ideologies questioning traditional norms. Nostalgia for the past, in this context, acts as a bridge facilitating the transition into contemporary globalization.

THE STUDY OF RECORDS ON THE KINGDOM OF CHENLA IN ANCIENT CHINESE DOCUMENTS FROM THE TANG TO MING DYNASTIES

Puthep Prapagorn — 2025-01-22

This research aimed to study the content recorded about the kingdom of Chenla (真腊) from ancient Chinese documents and chronicles. The researcher applied document-based research and qualitative methods, synthesizing ideas from studies addressing issues and strategies in translating historical Chinese documents and Thai texts as the research framework. The primary sources consisted of six ancient Chinese documents including historical chronicles, ancient Chinese documents, and books documenting records related to Thailand in ancient Chinese documents from the Tang Dynasty to the Ming Dynasty. The study focused on the diplomatic history between Chenla and China, as well as records of Chenla's geography, lifestyle, customs, and culture. The findings showed that the content of Chinese documents varied across different periods. Tang Dynasty records primarily emphasized Chenla's territory and borders. Song Dynasty documents expanded on Tang records and began to include details on local goods, the lifestyle of the Chenla people, and their social customs. During the Song Dynasty, private records compiled by non-governmental figures also began to emerge. In the Yuan Dynasty, Zhou Daguan documented the customs of Chenla, with most of his content aligning with Song Dynasty accounts, particularly regarding Chenla's weaving, clothing, and interactions with the Xian people. By the Ming Dynasty, the content focused on Chenla's relationship with the Chinese court through the tribute system, reflecting how both Chenla and Siam sought political and trade support from China, strengthening their diplomatic ties. The contribution of this research was the consolidation of scattered information from ancient Chinese documents into a unified body of knowledge, creating a deeper understanding of the Chenla Kingdom as recorded in Chinese historical documents. Additionally, it helped bridge gaps in academic research, enabling the dissemination of findings to the public.

THE CREATIVE PERFORMING ARTWORK “TAM TIAN PRATHIP PU CHA PHUTTHA THAM” THROUGH THE STUDY OF THE YI PENG TRADITION OF THE LANNA PEOPLE

Krittiya Jantharattana — 2025-01-22

The performance art piece "Tam Tian Prathip Pu Cha Phuttha Tham" was created with the aim of 1) studying the history of the Yi Peng tradition, including understanding its unique and distinct identity and the lifestyle context of the Lanna people, and 2) creating a unique local dance titled "Tam Tian Prathip Pu Cha Phuttha Tham." The research findings revealed that the creation of this performance art piece was based on choreographic theory and two key concepts: 1) The concept of history and the formation of Lanna Buddhist cultural identity, the concept developed through studying historical contexts and the process of cultural identity formation focusing on the ancient Lanna traditions, which had preserved and practiced cultural conservation since ancient times, driven by faith and devotion to Buddhism. These traditions had been disseminated to Thailand and other neighboring kingdoms. The insights gained from studying these traditions served as guidelines for the creative process; 2) The concept of thinking, designing, and creating in performing arts which involved studying the forms and techniques of dance performed by solo or multiple performers, examining the processes of formation changes and lineup arrangements, determining music and songs, costumes, scenery, and other crucial components, which were integrated into the creation of performing arts.

Based on the study of related documents and fieldwork conducted with local wisdom teachers, the researchers analyzed and synthesized the gathered data to create the performance art piece titled "Tam Tian Prathip Pu Cha Phuttha Tham." This new creation of Lanna-style dance not only integrated traditional choreography while preserving the unique identity of Lanna dance but also incorporated Dharma principles related to the Yi Peng tradition of Lanna, highlighting the use of traditional Lanna lanterns as a key element in the performance. The performance featured costumes with patterns reflecting the distinct identity of Northern Thailand. The researchers selected music that conveyed the emotions associated with the way of life and the religious practice of Buddhists. Additionally, the incorporation of light from Tang Tham Luang into the lanterns and music signified celebration. Moreover, the procession of dancers in the Yi Peng festival used the Northern Thai dialect to enhance the audience's experience.

COMMUNITY ENTERPRISE MANAGEMENT IN KERNG SUB-DISTRICT, MUEANG MAHA SARAKHAM DISTRICT, MAHA SARAKHAM PROVINCE

Thanongsak Patsin — 2025-01-22

This study aimed to examine community enterprise management and provide suggestions for improving community enterprise management in Kerng Sub-district, Mueang Maha Sarakham District, Maha Sarakham Province, employing a quantitative research methodology. The sample consisted of 219 members of community enterprises in Kerng Sub-district, determined using Taro Yamane's formula. A set of questionnaires was used as a research instrument. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation.

The results were as follows: 1) Members of community enterprises in Kerng sub-district, showed opinions on community enterprise management overall at a moderate level (Mean = 2.55, S.D = 0.42). When categorized by aspect, two aspects were rated at a moderate level while the other two aspects were at a low level, which could be ranked in ascending order as follows; leading aspect (Mean = 2.95, S.D = 0.46), controlling aspect (Mean = 2.94, S.D = 0.47), organizing aspect (Mean = 2.33, S.D = 0.39) and planning aspect (Mean = 1.98, S.D = 0.34) respectively. 2) Recommendations for community enterprise management in Kerng sub-district, Mueang Maha Sarakham district, Maha Sarakham province were: Planning aspect, the group should continuously publicize information about the group; Organizing aspect, the group should select members appropriately, with expertise and experience to ensure sustainable and high-quality operation; Leading aspect, the leaders should be highly responsible and seek additional knowledge to develop further; and Controlling aspect, there should be effective supervision of group activities to ensure compliance with rules, regulations, and policies.

FACTORS AFFECTING THE DECISION TO CHANGE JOBS OF COSMETIC SALES EMPLOYEES IN DEPARTMENT STORES IN BANGKOK AREA

Natsinee Wichan — 2025-01-22

The objective of this research was to study personal factors and work motivation factors that affected the decision to change jobs among cosmetics sales employees in department stores in Bangkok. The sample group used was 400 cosmetics sales employees working in department stores, including both full-time and monthly contracted sales staff in Bangkok. The research instrument was a questionnaire. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test for comparing differences between two variables, and Multiple Linear Regression Analysis.

The research results revealed that most of the sample group were female, aged between 29-35 years old, and held positions as Beauty Experts/Beauty Advisors. They had a bachelor's degree education, were single, had 1-3 years of work experience, and earned an average monthly income between 15,001 - 20,000 baht. The study found that personal factors such as age, job position, education level, and marital status significantly affected the decision to change jobs at a statistical significance level of 0.05. Motivational factors influencing the decision to change jobs among cosmetics sales staff in department stores in Bangkok included motivating factors such as job achievement and recognition, as well as hygiene factors such as salary, relationships with supervisors, organizational policies and administration, and job security.