Innovation in Participatory Communication for Creating Perception and Utilizing Identity in Phraya Phichai Dap Hak's Khiew-Phalee Chickens in Uttaradit Province
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Abstract
Phraya Phichai Dap Hak’s Khiew-Phalee chickens stand as an iconic symbol of Uttaradit Province, Thailand, representing the majestic lineage of Phraya Phichai Dap Hak. These conservation chickens not only showcase beauty but also have the potential to generate economic value for chicken farmers and related agencies. However, a lack of accurate information on the breed’s characteristics has hindered opportunities for breeding development, promotion of conservation, income generation, and the creation of a symbol for Phraya Phichai Dap Hak’s Khiew-Phalee chickens. This research addresses this gap by focusing on innovative communication strategies to shape perceptions and promote the identity of Phraya Phichai Dap Hak’s Khiew-Phalee chickens. Collaborating with a network of partners, including chicken farmers, local government organizations, experts in Thai native chicken, relevant government agencies, artists, local wisdom, students, and citizens, using transmedia storytelling. This involves: 1) determining the identity of Phraya Phichai Dap Hak’s Khiew-Phalee chickens in two dimensions of communication, considering both physical and semiotic dimensions; 2) developing innovative participatory graphic color-coded media; 3) Using various activities to promote the identity of Phraya Phichai Dap Hak’s Khiew-Phalee chickens, including a painting contest, creating prints, and designing them using a computer graphics program; and 4) disseminating information to the public through a series of activities and media presentations, raising perception among chicken farmers regarding the identity of Phraya Phichai Dap Hak’s Khiew-Phalee chickens. The use of graphic color-coded media has enabled farmers to plan for the development and improvement of the breed, bringing it closer to the standard characteristics by 73.24 %. The Provincial Livestock Office included innovative graphic color-coded media in the judging criteria for the annual Phraya Phichai Dap Hak’s Khiew-Phalee chickens contest from 2020 to 2023. Additionally, the Learning Center of Korum Subdistrict Administrative Organization utilized color-coded media for developing community tourism activities. Therefore, participatory communication innovation is an essential tool in promoting Phraya Phichai Dap Hak’s Khiew-Phalee chickens, increasing community perception of their value, and creating opportunities for a sustainable economy.
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