COMMUNICATION MANAGEMENT FOR PROMOTING COMMUNITY PARTICIPATION IN SHRIMP SEED PRODUCTION FOR SUSTAINABLE FISHERIESBY KOH MAK SUBDISTRICT ADMINISTRATIVE ORGANIZATION, PAK PHAYUN DISTRICT, PHATTHALUNG PROVINCE

Abstract

This research aimed to study: 1) communication management in terms of knowledge, attitudes, and practices to promote community participation; and 2) communication management in innovation diffusion to promote community participation in shrimp breeding for sustainable fisheries of the Koh Mak Subdistrict Administrative Organization, Pak Phayun District, Phatthalung Province. The study involved 27 purposively selected participants from seven stakeholder groups, including 1) policymakers, 2) organizational executives, 3) communication officers, 4) agricultural extension officers, 5) community leaders (shrimp farming role models), 6) local administrative officials involved in communication networks, and 7) political communication scholars. Data were collected through structured in-depth interviews and analyzed using analytical summarization.

The findings revealed that 1) communication management for promoting participation in sustainable shrimp farming should focus on turning “learning and practice” into daily behavior. The communication process must connect knowledge, attitudes, and practices in a continuous participatory manner, using the “Chad–Chop–Chuea–Chuay” framework as a key mechanism, and 2) For innovation diffusion, success occurs when communication is systematically managed from pilot groups to the wider community. This involves four key components: the innovation itself, communication channels, timing, and the social system. The innovation becomes a shared community standard, supported by the “Understand–Access–Practice–See results” framework.