THE GUIDELINES FOR THE DEVELOPMENT OF RADIO BROADCASTERS CHARACTERISTICS IN THE DIGITAL COMMUNICATION ERA.,

Abstract

The objectives of this article are 1.the current condition of radio station in Nakhon Ratchasima province 2. the characteristics of radio announcer in the era of digital communication and 3. guideline for characteristics development of radio announcer in the era of digital communication. The key informants are 1. radio broadcast specialists 2. radio broadcasting professional or entrepreneur and 3. radio broadcasting organization in Nakhon Ratchasima province, are 21 sampling by purposive random. The qualitative method used in this study. Data collection consisted of document analysis and in-depth interviews with semi-structured interviews, was used for qualitative data analysis and the results was present through content analysis methods.

          The results of the study were as follows : 1. the current condition of radio station in Nakhon Ratchasima province consist of 1.1 5 public service radio stations are owned by government agencies, associations, foundations and education institutions, have content related to information or public benefits more than 70 percent of the total, 1.2 2 community service radio stations are owned by associations, foundations, corporations and group of people who have worked continuously with the community and present news to the community, have content related to community, local or public not less than 70 percent and  1.3 9 business service of radio stations are owned by corporations and state enterprises, have content related to news and information on community or local benefits not less than 25 percent.  2. the characteristics of radio announcer in the era of digital communication consist of 2.1 professional characteristics, 2.2 characteristics of ethics, morals and laws and 2.3 desirable characteristics.  3. the guideline for characteristics development of radio announcer in the era of digital communication consist of 3.1 announcer, 3.2 educational institution, 3.3 media organization or radio station, 3.4 professional media organization and 3.5 network organization of public sector, private sector and public benefit organization.