The Communication for Increasing Participation in Community Development of Subdistrict Administrative Organization in Chiang Rai Province
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Abstract
The research article examined communication for increasing participation in community development of Subdistrict Administrative Organization in Chiang Rai Province, with the following topics: 1) role and problems of communication; 2) communication model; and 3) guidelines for maximizing the benefits of communication. The study employed a qualitative research method, in which data were collected through in-depth interviews with 27 key informants, including the president and vice president of the Subdistrict Administrative Organization, department and division directors, community leaders, and communication and community development experts. Structured in-depth interviews were used as research instruments. The data collected were analyzed using the descriptive approach.
From the study, the following results are found: 1) Communication is important in providing knowledge about people's rights, listening to opinions in the village and community, surveying opinions, organizing projects in line with local development plans, promoting participation, coordinating, and delegating decision-making authority equally to people, and creating awareness of one's own value and development. As for communication problems, there is still inadequate public outreach, time limits for listening to opinions, lack of information dissemination, lack of employee expertise, community fragmentation, and decision makers who do not justify their decisions, and limitations in rules and regulations; 2) The communication model where policies should be developed collaboratively by communicating both ways, both upward and downward, establishing operational guidelines, providing opportunities for people to participate in activities of interest, and reviewing and evaluating the management of the sub-district administrative organization; and 3) The guidelines for maximizing the benefits of communication include the development of knowledge and understanding, the use of language for communication, the building of confidence, the development of a new body of knowledge, integration, control and command mechanisms, prevention, and management.
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