Producing Rap Style Music Video for Digital Public Relations

Abstract

The creation of music video entitled “DC Rao Mee” in rap music is public relations for the Digital Media and Mass Communication Technology program. The musice video consists of is a rap song and video related to the program details. These two parts together are able to attract the target audience well, easily to remember and understand the context. It easily promotes through various channels and also be a guideline for high school students who wish to studyin this program. The objectives of this study were 1) to produce and evaluate the quality of “DC Rao Mee” song in rap music,2) to produce and evaluate the quality of “DC Rao Mee” rap music video, and 3) to examine the target's satisfactionafter watching the "DC Rao Mee" music video for public relations. Accidental sampling were used to choose the samples of the study which were divided into 2 groups; 99 univeristy students who study in television and radio broadcasting technology discipline at the Faculty of Science and Technology, Rajamangala University of Technology Krungthep, and 99 students in grades 12 who study in schools under the Office of the Basic Education Commission, Bangkok; total 198 people. The methodology used in this study were 1) the rap song “DC Rao Mee”, 2) the quality evaluation form of rap song “DC Rao Mee” which were verified by item-objective congruence index (IOC), 3) the rap music video "DC Rao Mee" for public relations, 4) the quality evaluation form of rap musicvideo "DC Rao Mee" which were verified by item-objective congruence index (IOC), and 5) the satisfaction evalution form after watching the "DC Rao Mee" rap music video which were verified by item-objective congruence index (IOC) and used with 5-level rating scale.

The study found that 1) there are 3P steps to produce "DC Rao Mee" rap song which are Pre-production, Production, and Post-Production.The song lyrics related to information of digital technology and communication program and was represented in rap gerne, 2) the quality evaluation of “DC Rao Mee” song was at a high level with the mean () = 4.42 and the standard deviation (S.D.) = 0.68., 3) there are 3P steps to produce “DC Rao Mee” music video for public relations which are Pre-Production, Production and Post-Production. Drawing were used to make the music video. The story is related to the curriculum with text animation and the melody in which both parts are consistent, 4) the overall evaluation of “DC Rao Mee” music video quality were at the highest level with mean () = 4.53 and standard deviation (S.D.) = 0.64, and 5) the satisfaction evaluation were at the highest level with a mean () = 4.81 and a standard deviation (S.D.) = 0.49