The Development of Media on Home Economics and Handicraft Reflecting Thai Identity by Influencers
Article Sidebar
Main Article Content
Abstract
The research article aimed at the following objectives: 1) to investigate the conditions of media creation on home economics and handicrafts reflecting Thai identity by influencers; 2) to analyze the correlation between the attributes and communication strategies used in developing media for home economics and handicrafts refelecting Thai identity through online influencers; and 3) to develop the model of media on home economics and handicrafts reflecting Thai identity. The study employed a quantitative research method. The sample group consisted of followers of 14 YouTube channels focused on home economics and handicrafts, with subscriber counts ranging from 15,800 to 254,000, who had viewed online content on these topics. The sample size was determined using the Krejcie and Morgan table, with a confidence level of 95% and a margin of error of 5%. A total of 385 individuals were selected through accidental and voluntary sampling. The data collection tool was a questionnaire, and the statistical methods applied included frequency, mean, standard deviation, and multiple regression analysis.
From the study, it was found that most questionnaire respondents were female, under 20 years old, with an education level below a bachelor’s degree. The majority were students with an income between 20,001 and 30,000 Baht and were single. They preferred watching handicrafts reflecting Thai identity on YouTube channels such as 'Malai Song Chay.' Viewers typically watched these channels up to twice a week, and the factor that drives them to do so was creativity. The attributes of online influencers in home economics and handicrafts reflecting Thai identity were found to be at a high level overall and in each aspect. These attributes, ranked from high to low, included: expertise, respect, trust, attractiveness, and similarity to target groups. Similarly, the communication strategies of online influencers in home economics and handicrafts reflecting Thai identity were also found to be at a high level, both overall and in each aspect. These strategies, ranked from high to low, included: interaction, utility, content, creativity, and specificity. From the analysis of the correlation between attributes and communication strategies used in developing media for home economics and handicrafts reflecting Thai identity through online influencers, five predictor variables were identified: expertise, trust, attractiveness, respect, and similarity to target groups. These variables were statistically significant at the 0.05 level, with a predictive power of 42.60%. As a result of developing the media model, the researcher created a YouTube video on home economics and handicrafts reflecting Thai identity, featuring fresh flower crafts, entitled 'The Making of Malai Roi Rak.' The video, which utilized visual narration techniques, was 8 minutes long and was published on three YouTube channels for two weeks. It garnered 294 views, with 125 likes, 93 followers, and one comment with a suggestion or question.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions expressed in the articles published by The Journal of MCU Peace Studies, are of responsibility by such authors but not the editors and do not necessarily reflect those of the editors.
References
Cabinet Secretariat. (2018). Master Plan of National Development or National Strategy, 20 Years (2018-2037). Retrieved January 15, 2024, from https://www.ratchakitcha.soc.go.th/DATA/PDF/2561/A/082/T_0001.PDF
Inthasang, Ch., & Nilsamuk, P. (2023). The Influence of Social Media on Firm Performance of Hotels Business in Thailand. Humanity and Social Science Journal, Ubonratchathani University, 14(2), 239-260.
Kemkaman, N. (2020). Guidelines to Develop Digital Literacy for Teachers under Secondary Educational Service Area Office 7. (Master’s Thesis). Rajamangala University of Technology Thanyaburi. Pathum Thani.
Nimkrut, S. (2017). The Communication Process, Network Creation and Parasocial Interaction of Korean Fanclub via Twitter in Thailand: A Case Study of TVXQ. (Master’s Thesis). Dhurakij Pundit University. Bangkok.
Office of the Education Council. (2017). National Education Plan 2017-2036. (1st ed.). Bangkok: Office of Council of State.
Office of the National Economic and Social Development Council. (2022). National Economic and Social Development (The Thirteenth Plan (2023-2027). Bangkok: Office of the National Economic and Social Development Council.
Piemkaroon, P. (2023). Media and Communication Learning to Develop to Be Influencers of Generation Z. College of Social Communication Innovation Srinakharinwirot University, 11(1), 107-118.
Rodplang, P. (2021). The Developing Online Marketing Channels of Ngob Products, Basketry Products Group Ngobthai-Laongeaw Thong-En, Inburi District, Singburi Province. Journal of Social Science and Buddhistic Anthropology, 6(3), 35-45.
Suwannasri, P., Suwannasri, P., Kankhat, S., & Patcharatanaroach, S. (2021). Conservation of the Handicraft Lanna Wisdom in the Ban Tawai Community by Using Multimedia. Rajabhat Chiang Mai Research Journal, 21(2), 144-156.
