Exposure, Attitudes, and Behavioral Trends of Princess Maha Chakri Sirindhorn Anthropology Centre (Public Organisation)

Abstract

Quantitative research was done on exposure, attitudes, and behavioral trends of Princess Maha Chakri Sirindhorn Anthropology Centre (SAC) online media service users. Starting in January - April 2021, data was collected by survey research from 400 service users aged 18 and over who had experience with SAC online media through different channels. Most samples were female students aged from 25 to 34 with a bachelor's degree or the equivalent, earning average monthly incomes of 15,001-30,000 baht. Most samples were interested in social and cultural anthropology. Demographically, results were that SAC online media exposure frequency was influenced by occupation but uninfluenced by gender, age, educational level, or income. In addition SAC online media exposure was related to overall online media attitude, all positively, and minimally, correlated  (r = 0.290). Presentation of anthropological knowledge content was the highest correlated (r = 0.281). SAC exposure to online media was also related to overall attitudes about SAC , all positively, and minimally, correlated (r = 0.252). Public relations was the highest correlated (r = 0.269). Overall attitude about online media was related to SAC behavioral tendency to engage with online media, all positively, and highly, correlated in all aspects (r = 0.648). Information presentation format was the highest correlated (r = 0.620). Overall attitude about SAC was related to behavioral tendency to engage with SAC online media , all positively, and highly, correlated in every aspect (r = 0.707). Highest correlated was public relations (r = 0.696).

Keywords: Princess Maha Chakri Sirindhorn Anthropology Centre (SAC), Anthropology, 
Media exposure,  Attitudes, Behavioral trends.