Abstract
This research explores a collaborative approach between academia and media professionals for media innovation with social value. The data collected from the "Thai Media Lab" process (2021-2023) served as a model for this "co-creation media innovation research network." The lessons learned from the media development process between academia and media professionals were analyzed. The study found that key needs in the media industry are: fostering innovation to enhance communication capabilities and leveraging technology for process, product, and social innovation within media organizations. Promoting "Co-creation partnerships" involves three steps: 1) Expanding partnerships by identifying media organizations' specific challenges or goals. 2) ideating and experimenting with media content and technology use. This stage involves brainstorming and testing media content and technologies with the participation of audiences, communities, and professionals. Lessons learned from this process inform the development of effective media product and content strategies. 3) Piloting and evaluating media for communication impact and further development. This involves testing the media in real-world situations, assessing its communication effectiveness, and using the feedback to refine the media for a more complete solution. This collaborative process empowers participating media to develop further, explore business opportunities, and ultimately achieve financial sustainability while delivering social value.
Author Information
Sakulsri Srisaracam, Chulalongkorn University, Thailand
Paper Information
Conference: MediAsia2024
Stream: Social Media and Communication Technology
This paper is part of the MediAsia2024 Conference Proceedings (View)
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To cite this article:
Srisaracam S. (2024) Co-creating Media Innovation for Social Value: The Thai Media Lab Model ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2024: Official Conference Proceedings (pp. 187-196) https://doi.org/10.22492/issn.2186-5906.2024.16
To link to this article: https://doi.org/10.22492/issn.2186-5906.2024.16
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