Factor impacting media-literacy on sex among undergraduate students in Chiang Rai and Chiang Mai

Abstract

The research “Factor impacting media-literacy on sex among undergraduate students in Chiang Rai and Chiang Mai” purposes 1) To study the students' opinion upon sexual values among the undergraduate students, 2) To study the level of media literacy , and 3) To study the factors influencing the students’ media literacy in the aspect of sex. This research is the Quantitative research; the questionnaire to collect information from 400 university students in Chiang Mai and Chiang Rai provinces with the use of multi-stage random sampling, percentage, S.D., and multiple regression.

 There are numerous findings from this series as follows. 1) The sample group shows high level of opinion upon sexual values (x=3.49). When considering from each category, it reveals that the students agree with the good sexual values in the aspect of Thai society, which believe that men are supposed to show their responsibilities upon women i.e., not cheating and not taking advantages which shows the highest average (x=4.28). The young people nowadays seem to use emotions when making decision rather than reasons (x=4.09). At presents a number of couples devoice due to their different tastes (x=3.73). These are considered the inproper values among Thai society. 2) The sample groups shows high level of media literacy in the aspect of sexual values (x̄= 3.55) being the 3rd level, which means they can evaluate the media. 3) The factors influencing the media literacy in the context of sex among the students are family (parents) which shows the highest average (x̄= 4.34), as well as their self-realization thinking that the educational institutes need to teach students to realize their roles for themselves and for others (x̄= 4.12). Moreover, family, education and media also influence the students' media literacy.