Communication Strategy and the Use of Creative Media from All Sectors in Thai Society to Reduce Domestic Violence

Abstract

Research entitled “Communication strategy and the use of creative media from all sectors in Thai society to reduce domestic violence" is a mixed methods research that uses both quantitative and qualitative research. The research objectives were to 1) research study the situation of domestic violence related to the media and the impact of media related to domestic violence at present; 2) to study "Best Practices" relating to media that cause domestic violence to decrease; and 3) to propose guidelines for using communication strategies and using creative media from all parts to help reduce violence in today's Thai family

The quantitative research applied survey method with questionnaires as a tool and using multi-stage random sampling. The qualitative research is divided into 3 main methods which are 1) lessons learned 2) group discussion 3) in-depth interviews.

The results revealed that 1) Situation of violence and media impact (KAP) regarding domestic violence related to the media at present, consisting of (1) demographic characteristics (2) media consumption behavior and access to various types of media presenting domestic violence (3) The impact of various media types that cause violence and attitude about violence from various media. 2) Issues regarding "Good practice" found that government agencies, media organizations, public benefit organizations (NGOs), civil society and public sector focus on integrative operation Including integration of media used and integration of collaboration with all relevant sectors. 3) Guidelines for using creative communication and media strategies from all sectors to help reduce violence in today’s Thai family including. (1) utilizing lessons learned from the best practice (2) Studying the demographic characteristics of all parties involved in the media (3) Utilizing almost every age group, especially the new generation involved with both the media and domestic violence, due to the fact that this generation has knowledge and positive perceptions or of all types of domestic violence, as well as attitude about all types of domestic violence. (4) Policy-level agencies must pay attention and give importance to every aspect of media and communication related to domestic violence