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 หัวเรื่อง:ไม่มีชื่อไทย (ชื่ออังกฤษ : Agricultural Development Communication for New Theory Concept of His Majesty King Bhumibol Adulyadej : The Influence of Farmer Communication Networks on the Adoption of the ผู้เขียน: ดร.พรทิพย์ เย็นจะบก, ผู้ช่วยศาสตราจารย์ ,  Kanjana Kaewthep, ดร.อภิพรรณ พุกภักดี, ศาสตราจารย์ , กมลรัฐ อินทรทัศน์ สื่อสิ่งพิมพ์:pdf AbstractThis study aimed to investigate the communication processes used in transferring the New Theory Concept to the target farmers, and factors affecting the adoption of the New Theory. Quantitative and qualitative research methodologies, including observation, group processes, in-depth interviewing, and questionnaire were used to study the applications of the New Theory Concept at two research sites in Petchaburi province and Chonburi province. The findings showed that the communication networks had the influence on the adoption of the New Theory and the degree of the adoption depended on the communication network patterns. |
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หัวเรื่อง:ไม่มีชื่อไทย (ชื่ออังกฤษ : Agricultural Development Communication for New Theory
Concept of His Majesty King Bhumibol Adulyadej :
Communication Process for the Diffusion of New Theory
Concept which ผู้เขียน:ดร.พรทิพย์ เย็นจะบก, ผู้ช่วยศาสตราจารย์, Kanjana Kaewthep, ดร.อภิพรรณ พุกภักดี, ศาสตราจารย์, กมลรัฐ อินทรทัศน์ สื่อสิ่งพิมพ์:pdf AbstractThis study of "Agricultural Development Communication for the new Theory of King Bhumipol
Adulyadej" aimed at studying communication factors affecting farmers' adoption of the New Theory,
including information exposure, information seeking, content analysis, perception and interpretation, and
understanding of the New Theory, communication types, and networking. It also studied relevant factors
affecting the adoption of the New Theory by farmers in order to analyze the relationship between
communication processes and factors affecting adoption of the New Theory. Both quantitative and qualitative
research methods were used with the target farmers under the New Theory projects at: 1) Huai Sai Royal
Development Study Center, Phetburi Province; 2) Wat Yanasangvararamvoramahawihan Agricultural
Occupation Training and Development Center, Chonburi Province, and 3) farmers participating in New Theory
projects of the Phetburi and Chonburi Provincial Agricultural and Cooperative Offices.
The study found that the communication process affecting adoption of the New Theory had three
main stages: Stage 1) Perception, persuasion, and adoption; Stage 2 ) Implementation and information seeking;
and Stage 3) Confirmation. The media most influential in the stage of perception, persuasion, and adoption
were television, to which most farmers had the greatest access, and people media, which were the agricultural
extension officers at the sub-district level and staff members of the New Theory projects. These people media
were also the most important source that farmers used as sources in their information seeking. Training was
the important specific medium in enhancing the farmers' learning. Communication networks had a more
important role than other media in the stage of confirmation. Besides the communication process, there were
also other factors which could either positively or negatively influence adoption of the New Theory; in order
of importance, these were: organizational support factors, economic factors, individual factors, geographical
and local product factors, and cultural and local wisdom factors. |