SELECTIVE EXPOSURE, USES AND NEEDS OF INFORMATION ON BUDDHISM FOR THAI BUDDHIST

บทคัดย่อ

The research aims to investigate the interests and practices of Buddhist principles among Buddhists, in relation to their selective exposure, uses, and needs of Buddhism information, as well as their opinions about the formats of Buddhist publicity. The study is characterized by both quantitative and qualitative research, wherein 400 questionnaires were distributed to Thai Buddhists and 100 Thai Buddhists were being interviewed with guided questions. In testing the hypotheses, the data were tabulated by computer, with descriptive analysis and inferential statistics. The quantitative findings concluded the     followings points:

     Thai Buddhists having differences in age, educational level, occupation, income level, geographic origin will have significant different interests and practices of Buddhist principles, Thai Buddhists having differences in age, occupation, income level, geographic origin will have significant differences in the frequency of their selective exposure to Buddhism information on Buddhist principles. Thai Buddhists having differences in age, educational level, income level, and geographical origin, interest and practices according to the Buddhist principles will have significant differences in their selective exposure to Buddhism-related-contents, uses, needs about Buddhism information as well as their opinions about the format of Buddhist publicity. There is a significant relationship among the Thai Buddhists’ interest and practice, Buddhist practices, frequency and content in their selective exposure, uses, and needs of Buddhism information and their opinions about the format of Buddhist publicity. The qualitative findings concluded the following points: The majority of Thai Buddhists show an interest and practice of Buddhist principles at the medium level. Television was ranked the top media that Thai Buddhists were exposed to the most. Buddhism-related-contents that Thai Buddhists like to be exposed to the most were Buddhist principles and practices. Thai Buddhists used Buddhism information as a framework in their daily life, and as a role model for imitation. Thai Buddhists perceive that Buddhism publicity is still insufficient, uninteresting, and boring. Buddhism publicity should be more modern, easy to understand, colorful, exciting, entertaining, and tailored toward a specific target audience.