ข่าวประชาสัมพันธ์ด้านการแสดงความรับผิดชอบต่อสังคมขององค์กรภาครัฐและเอกชน ปี 2554 การรับรู้ และ ทัศนคติของผู้รับสารในวิกฤตการณ์น้ำท่วม

Abstract

The objectives of this research are to study and analyze the different types of new releases on the corporate social responsibility (CSR) activities of both government and private organizations through newspapers and television news, as well as public knowledge and understanding of people living in the Bangkok metropolitan area. The CSR media news was examined using content analysis based on a coding sheet to study the format and the language of the CSR news for both government and private organizations presented in newspapers and on television. A survey analysis was conducted by distributing a questionnaire to a sample group of 400 BMA residents to determine their knowledge and understanding. The results were analyzed using deductive statistics and Pearson allied coefficients. The results of the evaluation was conducted using a developed software program and content analysis. The survey and content analysis found that Thai Rath and Krungthep Thurakit newspapers presented the most CSR news on government activities, particularly those of the Thai Royal Army, and private sector organizations. The amount of DTAC and Ichitan CSR news was about equal. It also found that the highest percentage of this news was presented in a news area, small, black & white column format without supporting photographs, followed by advertorial, big columns and those printed in color and with accompanying photographs. For the content analysis of television media, the result showed that the frequency of the Thai Royal Army news was more than that of the police, and the frequency of Dtac news was a little more than that of Ichitan’s due to the use of CSR by product Strategy. Questionnaire results showed that there was a moderate to high level of know l edge of corporate social responsibility of government and private organizations from newspapers and television. There was a moderate to high level of increased positive impressions among the public for the CSR activities of these organizations.