The objective of this research was to study communication strategies for conveying the cultural wisdom of Krajood (Lepironia articalata, a kind of sedge) wicker product weaving at Ban Huayleuk in Surat Thani Province, in terms of 1) patterns of communications; 2) communication strategies; and 3) approaches for developing communications. This was a qualitative research done by participatory observation and in-depth interviews with 19 key informants. All were chosen through purposive sampling Data collection tools were an observation form and an interview form. Data were analyzed through descriptive analysis. The results showed communication to pass down cultural wisdom had the following characteristics: 1) patterns: (a) the development worker was the ideological leader; (b) there was an emphasis on participation of group members; (c) new media were used to communicate about Krajood weaving activities; (d) a youth network was built up; (e) a network was created with outside organizations; 2) strategies: (a) an emphasis on two-way communication through media; (b) using diverse media to present the unique qualities of the products; (c) using media that created good impressions, attraction, a feeling of closeness and a feeling of community; 3) approaches for developing campaign strategies: (a) creating interest so people want to continue learning more about the craft; (b) building strong networks of supporters; (c) learning to use modern media that meet people’s needs; and (d) following up and evaluating every step of the communications.
Piyata Nuanlaong, Srattani Rajabhat University, Thailand
Pattharawadee Inthapantee, Surattani Rajabhat University, Thailand
Stream: Social Media & Communication Technology
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