Designing and Developing Digital Advertising Media through Participatory Research for Conserving Southern Isan Weaving Wisdom

บทคัดย่อ

The objectives of this research were: 1) To study and collect information on the southern of northeastern (Southern Isan) of Thailand weaving wisdom. 2) To develop two languages (Thai language with English subtitle) digital advertising media for conserving Southern Isan weaving wisdom. 3) To assess the quality and satisfaction in creating the digital advertising media. This research is a qualitative research. The target group used in this research was the community conserving the wisdom of the Southern Isan weaving wisdom. The concepts, theories, principles and processes of digital advertising media design were studied. Moreover, the group discussion process was conducted to seek comments from the target group. Twelve experts, namely three Southern Isan cultural experts, three linguistic experts, three communication arts experts and three folk music experts, examined and confirmed the quality of the developed media starting from the narrative writing process, designing a storyboard, until composing music. The overall quality assessment of the advertising media showed that the advertising media content was clear; the sequence and the continuity of storytelling were coherent; the images were beautiful conveying the atmosphere of the community well; voice of the narrator was easy to listen and follow; the English translation was accurate and the sizes and colors of the English subtitles were appropriate and easy to read; and the music was very consistent with the content.

                In addition, in terms of the satisfaction of 30 participants from the target group evaluated and analyzed by using mean and standard deviation showed that participants were satisfied with the content of storytelling at the highest level (4.74), followed by the satisfaction with the beauty of the images at the highest level (4.71), and the satisfaction with acting at the highest level (4.68), respectively.