People’s Participation in the Development of Community Creative Communication System in Phu Khao Thong Sub-district, Mueang Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province

Abstract

The research article consisted of the following objectives: 1) to investigate people’s participation in community creative communication system; 2) to explore factors of communication technology affecting the development of community creative communication system; and 3) to examine the outcomes of people’s participation in the development of community creative communication system. The study used a mixed-method research design, with quantitative data obtained by questionnaire from a sample group of 352 people. The quantitative data were analyzed using percentage, mean, and standard deviation statistics. The qualitative data were collected through in-depth interviews with 15 key informants selected through purposive sampling. The qualitative data collected was examined, synthesized, summarized, and presented in an article.

According to the results of the survey, the majority of respondents were female, aged 31 to 40 years old, married, with a bachelor’s degree, a social position in the society, and an income of 10,000 to 20,000 baht. The following results were found: 1) In addition to the original methods, the participation of individuals in community development also includes the use of creative communication system to contact, communicate, exchange information, inform news, and public relations via social media in the age of Thailand 4.0, with the goal of spreading activities within the creative community and fostering positive relationships; 2) The communication technology factors affecting the development of a community creative communication system include media selection and proper channel selection based on the target group, so that community leaders can communicate with community residents comprehensively and efficiently; and 3) People's participation in the development of a community creative communication system, both as receivers and senders, is not only through technology, but primarily through general and youth media, which are the most important for community communication. This is considered to be the public relations channel that allows youth and their families to participate in the development and implementation of activities. In this age of globalization, people are able to receive news more quickly and stay up to date on happenings due to the increased use of social media and technology in communication. Increased participation leads to a better understanding of community needs and more effective development.