Creating Media to enhance the economic Value chain of Ethnic culture in the Northern Region 2

Abstract

This article is part of the research. “Cross-media storytelling innovation to enhance the economic value chain of ethnic culture” has the objectives to 1) analyze the value chain of ethnic culture in the upper northern provinces 2 and the factors affecting the Create added economic value 2) To create video clip media through a participatory action research process. Research tools include interviews, questionnaires, and participant observation. (participation observation) The results of the study found that value added from analyzing the entire upstream value chain. Midstream and downstream with interconnected ethnic cultures. It consists of culture in dress, rituals, food, handicrafts, and agricultural methods. and the wisdom of healing with local herbs Creating video clip media to add value using the concept of cross-media storytelling. There is a 4-step production process consisting of 1. Pre-production steps. 2. Production process 3. Post-production steps 4. Testing and evaluation process. The results from the survey of 675 respondents' opinions on the video clip found that the clip helped to reveal the wisdom of ethnic groups the most, with an average level of high ( x= 4.17, SD=0.83), followed by the content in Clip for easy/clear understanding of the content The average is at a high level ( x= 4.15, SD=0.84) and the clip shows the value of the product. and services of ethnic groups The average is at a high level ( x= 4.15, SD=0.84).