Digital Media Creation of Community Participation for Public Relations of Cultural Products in Wad Bang Sai Kai community, Thonburi District of Bangkok

Panadda Jaiboonle, Kampanat Kusirirat, Kasem Kamolchipisit, Tiantada Hiranyachattada

Abstract


The purpose of this research were to: 1) study the contemporary status of cultural products, cultural product operators, and other related aspects in Wad Bang Sai Kai community 2) create digital media involving active community participation to enhancing the visibility and promotion of the cultural products from Wad Bang Sai Kai community and 3) evaluation of the efficacy of the of the digital media and validation of their impact. The sample consisted of 5 entrepreneurs specializing in community flute products in Wad Bang Sai Kai community and 5 digital media experts selected by purposive sampling method. The research tools were: 1) structured interview questionnaires for cultural product entrepreneurs in Wad Bang Sai Kai community, 2) a digital media efficacy assessment form and 3) a digital media certification evaluation form. Statistics used in this research were percentage, mean, and standard deviation. The results show that entrepreneurs had problems in passing on the flute knowledge and marketing. Therefore, the digital media created contains content related to the history of Wad Bang Sai Kai community, flute production in Wad Bang Sai Kai community, and publicizing the products of Wad Bang Sai Kai flute with community participation. Finally, the result of digital media had a duration of 4.44 minutes, dimensions of 1,280 x 720 pixels in Full HD format and demonstrated optimal performance at high level (x ̅= 4.23 S.D.= 0.46). Also, the results of digital media certification were appropriate at 91.60 percent and could be used at 96.80 percent. It was concluded that digital media with community participation can effectively be used to promote cultural products.

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