THE DEVELOPMENT OF INNOVATIVE BUDDHISM-RELATED COMMUNICATION ACTIVITIES AND KNOWLEDGE TO PROMOTE MEDIA LITERACY AMONG THAI YOUTH

Abstract

This study pursued three objectives: (1) to develop activities and a body of knowledge pertaining to a Buddhist-based communication innovation; (2) to construct an activity package grounded in Buddhist communication innovation to enhance Thai youths’ media literacy; and (3) to evaluate the effectiveness of the proposed activity package. A mixed-methods research design was employed, integrating participatory research, action research, and qualitative research, together with a descriptive research approach. The research process began with the development of activities and the associated knowledge base. Subsequently, a focus group discussion was conducted to formulate the activity package. The package was then implemented through a training program for the target group. Quantitative data were collected before and after the training to assess outcomes, followed by descriptive analysis and interpretive discussion of the findings.

The results indicated that: (1) activities and a knowledge framework for Buddhist-based communication innovation were developed based on data derived from two schools—Chulmani Srisaket Secondary School and Surin Rajamongkol School. The synthesis yielded an eight-component prototype comprising: (a) applying Buddhist principles in administration, (b) stakeholder participation, (c) integrating technology in communication, (d) stimulating critical and reflective thinking, (e) modeling desirable practices, (f) fostering collaboration and coordination, (g) selecting participants according to specified criteria, and (h) applying the principle of kalyāṇamitta (spiritual friendship). (2) An activity package was created and implemented in Wang Noi District, Ayutthaya Province, consisting of four key activities: Buddhist-oriented communication for teaching and learning, Buddhist-oriented communication in social contexts, Buddhist-oriented communication for daily life, and an innovation-driven activity aimed at strengthening media literacy among Thai youth. (3) Evaluation findings revealed that the overall quality of the activity package was rated at a high level across all dimensions, including trainers, venue/time/food arrangements, staff services, and participants’ knowledge and understanding.