From Awareness to Engagement: A Comparative Study of Public Relations Communication for Deaf Communities in China and Thailand

บทคัดย่อ

This study examines how public relations (PR) communication supports Deaf and hard-of-hearing inclusion in China and Thailand, focusing on the pathway from awareness to participation and empowerment. Given a deliberate design imbalance, the study combines primary focus-group evidence from China with a desk-based review of publicly available Thai communication materials; therefore, the Thailand-side findings are used to interpret communication ecology and institutional/community messaging practices rather than Deaf lived experience. Specifically, it aims: 1) to study how PR campaigns, policies, and media practices shape public views of Deaf inclusion, with focus on narrative framing, representation, and accessibility features; 2) to compare institutional and community-based communication models in China and Thailand, with focus on how government agencies, NGOs, schools, and Deaf-led organizations work together or act differently when promoting media accessibility and participation; 3) to develop an easy-to-apply framework for inclusive PR in Asia that links cultural-linguistic foundations with assistive technology and institutional-community communication levels; and 4) to investigate how different national and community communication systems help turn visibility into meaningful involvement and agency among Deaf communities. Using a qualitative cross-national design, the study draws on three focus groups with Deaf community members in China and a review of publicly available Thai communication materials, supported by related academic and news sources. Data were organized through descriptive thematic comparison to identify shared and divergent patterns in policy communication, media accessibility, technology use, and sign-language-based cultural participation. A concise comparative framework was then developed and applied to interpret how institutional and community actors shape inclusive communication ecosystems across both contexts.

The research results were found as follows: 1) PR narratives and accessibility features shape public understanding of Deaf inclusion by linking representation with participation and cultural recognition. 2) China and Thailand show different multi-actor models: China emphasizes policy-led institutional coordination and scaled accessibility technologies, while Thailand emphasizes community-led, sign-language-centered cultural communication. 3) The proposed inclusive PR framework—connecting institutional PR, media access, and cultural participation—offers a practical lens for cross-national comparison in Asia. 4) Sustainable empowerment is strongest when structural accessibility and cultural-linguistic support develop together, enabling co-creation and Deaf agency beyond awareness.