Communicating the identity and value of local rice to Response Current Consumption

Abstract

This research utilized both qualitative and quantitative methodologies, primarily focusing on participatory action research. The objective was to create a documentary that highlights the identity and value of local rice varieties for commercial purposes, addressing modern consumption patterns. Additionally, the study aimed to distribute this documentary to raise awareness and appreciation for the cultural and economic significance of local rice. The target groups for data collection include 30 knowledgeable people, 120 practitioners, and 210 stakeholders. The research instruments used were:  (1) structured interview forms, (2) focus group discussion guides, and (3) questionnaires. The research findings were as follows: For the development of identity and value of local rice for training to serve the consumption, the researcher selected documentary by emphasizing on participation of community and consumers included 4 steps until 2 parts of documentary were developed.  The documentary filming was conducted after documentary articles were finished.  It was consisted of 7 steps. For the publication of documentary and public relation in identity and value of local rice for trading to serve the present consumption, found that after viewing the documentary of public relation in both of identity and value of local rice and value of local rice, both of perception and trend in buying Kati sticky rice or product from Luem Pua. Kati Rice, or product from Luem Pua. Kati Rice  were increased by 87 percent.