Development of Public Relations Media to Reduce Burning in Agricultural Areas, Wang Kai Thuen Subdistrict, Hankha District, Chainat Province

Abstract

Abstract

            This research aimed to: 1) study media exposure among rice farmers in Wang Kai Thuan Subdistrict, Hankha District, Chai Nat Province, 2) design and develop public relations media for reducing agricultural burning for farmers in the area, 3) examine the farmers’ perception of the anti-burning media, and 4) investigate the relationship between media exposure behavior and the level of perception of the anti-burning media. The sample group consisted of 104 registered rice farmers from the 2023/2024 production year, as recorded by the Department of Agricultural Extension. The research instruments included: 1) a questionnaire on media exposure behavior, 2) public relations media related to agricultural burning reduction, including personal media, video, online media, and broadcasting towers, and 3) a questionnaire on farmers’ perception of the media. Data were analyzed using mean, standard deviation, frequency, and Spearman’s rank correlation coefficient. The findings revealed that 1) Farmers had diverse media exposure behaviors, with Personal Media: Community leaders (e.g., village headman)  and broadcasting towers being the most frequently accessed and highly demanded channels.  2) Media were designed and developed in various formats, including personal media, video clips, online media, and broadcasting towers. 3) Farmers’ perception of the media showed that personal media (x̄ = 3.96) and broadcasting towers (x̄ = 3.79) achieved high levels of perception. 4) A positive relationship was found between media exposure behavior and the level of perception, particularly in personal media (r = 0.581) and broadcasting towers (r = 0.637), which were statistically significant at the .01 level.