The Lesson of the Project Evaluation to Develop Effectiveness and Potential of the Projects on Media Monitor and Literacy

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Suchada Pongkittiwiboon


This research aimed to distill the lesson learnt from the projects on media monitor and literacy funded by Thai Media Fund in the year 2017. The data were collected by documentary methodology. The documents included project contracts, performance reports, project outcomes, progress reports, and forums for lesson summaries from 13 projects. The evaluation was conducted by CIPP Model along with empowerment evaluation. The research studied the values generated by the projects starting from inputs, processes, outputs, outcomes, and impacts. The empowerment evaluation dealt with project responsibilities and stakeholders who could evaluate themselves and also conduct reflective process leading to self-decision making. The study revealed that (a) the creation of media monitor and literacy was mostly conducted through receiver components followed by contents and media, channels, space, and senders respectively. (b) The project outcomes arranged by order of the highest quantity included sets of knowledge, creation of networks and media, channels, and policies respectively. (c) The project caused changes in individual level the most, while social, policy, and community levels were followed, and the last was the change in family level.


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Pongkittiwiboon, S. (2020). The Lesson of the Project Evaluation to Develop Effectiveness and Potential of the Projects on Media Monitor and Literacy. Journal of Management Science Chiangrai Rajabhat University, 15(1), 114–133. Retrieved from
Research Articles
Author Biography

Suchada Pongkittiwiboon, Burapha University

*Ph.D. (Communication Arts) Chulalongkorn University (2009). Currently an Associate Professor at Communication Arts Department, Faculty of Humanities and Social Sciences, Burapha University


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