Creative Drama Media Innovation to Campaign the Prevention of Bullying and Cyberbullying Behavior Among Gen Z through the Tik Tok Application
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Abstract
This research aimed to: (1) develop a creative drama-based media innovation to campaign the prevention of bullying and cyberbullying among Generation Z through the TikTok application; (2) compare participants’ knowledge regarding the prevention of bullying before and after exposure to the media innovation; (3) compare their knowledge regarding the prevention of bullying; and (4) examine the satisfaction toward the developed media innovation for campaigning the prevention of bullying and cyberbullying among Gen Z through the TikTok application. A mixed-methods research design was employed. The sample consisted of 35 undergraduate students from Rajamangala University of Technology Rattanakosin. Five research instruments were used: (1) the creative drama-based media innovation, (2) an evaluation form assessing the media innovation’s quality, (3) a knowledge test on cyberbullying prevention, (4) a knowledge test on cyber-victimization prevention, and (5) a satisfaction questionnaire. The data were analyzed using means, standard deviations, and t-tests.
The findings revealed that (1) creative drama-based media innovation for campaigning the prevention of bullying and cyberbullying among Gen Z through the TikTok application has quality at a high level; (2) participants’ knowledge regarding bullying prevention significantly increased after watching the media; (3) participants also showed improved knowledge in preventing cyber-victimization; and (4) overall satisfaction with the creative drama-based media innovation to campaign against bullying and cyberbullying among Generation Z through the TikTok application was rated at the highest level.
The knowledge generated from this study contributes to the design and development of creative drama-based media using an integrated technological approach. This process can be further adapted and extended to future campaigns promoting awareness and prevention of other social issues.
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