Main Article Content
The study aimed to examine: the meanings and meaning constructional procedures on the sustainable development of the sufficiency economy community at Ban Dok-Bua, Phayao Province, the communication patterns and communication networks for disseminating and educating the concept of sustainable development in accordance with the sufficiency economy philosophy of Nong-Bua Community, Phayao Province. The study was based on qualitative research and the data were collected by interview, observation and group discussion. The findings of the study are as follows.
The participants in Dok-Bua Community defined “sustainable development” as how community people help one another, share love, harmony and devotion among themselves. These developmental practices would enhance the developmental sustainability for the community. On the views of meaning construction, it was found that the villagers used 2 meaning constructional procedures: the resistance of traditional idealisms; that are: the development based on capitalism and the application of traditional “self-reliant identity”, and the utilization of “sufficiency economy” as the symbol for the meaning of sustainable development.
The community people used 6 different communication patterns for disseminating the idealism or sustainable development concept in accordance with the sufficiency economy philosophy. These patterns include: communication through community forum, the recommendation or word of mouth strategy, demonstration and exemplification, study visit, training by experts, and being trainers for others.
Moreover, it was also found that the communication network for sufficiency economy philosophy of Dok-Bua Community appeared as cyclic system. For this reason, the community experts or leaders have applied the concepts into practical works - for example, biological gas production from animal drops and basketwork. After that, the knowledge was expanded and transferred to the community residents by using selves as medium to communicate the projects to closed relatives and small groups, and gradually to the big groups of people.