STOU Academic Journal of Research and Innovation (Humanities and Social Science) (Online)

นิเทศศาสตร์นวัตกรรมท้องถิ่น: หลักการ แนวคิด นวัตกรรม

2023-09-22T05:12:18+07:00

“นิเทศศาสตร์นวัตกรรมท้องถิ่น: หลักการ แนวคิด นวัตกรรม” นับว่าเป็นหนึ่งในหนังสือที่แสดง การสื่อสารในแวดวงนิเทศศาสตร์ที่มีการนำเสนอมุมมองเรื่องการสื่อสารภาพรวมกับท้องถิ่นที่มีการบูรณาการศาสตร์ด้านหลักการสื่อสาร ชวนให้กลับมามองหน่วยเล็ก ๆ ของสังคม ตั้งแต่ระดับชุมชนท้องถิ่นในภูมิภาค ต่าง ๆ ตั้งแต่การสื่อสารทางระบบเศรษฐกิจและการเมือง กลยุทธ์การสื่อสาร การสร้างเครือข่ายในมิติต่าง ๆ และฉันทามติร่วมกัน ซึ่งไม่ใช่เรื่องง่ายที่จะสร้างภาพการรับรู้ในการสื่อสารในทิศทางเดียวกัน รวมถึงการนำเรื่องอุตสาหกรรมสร้างสรรค์และหลักสื่อสารการตลาดไปปรับใช้ในระดับท้องถิ่น

การปรับตัวของมีเดียเอเจนซี่ไทยในยุค Digital disruption

2023-09-05T20:15:30+07:00

This article intended to study the digital disruption factors affecting Thai media agencies, their performance before and after the digital disruption effects and economic recession due to the COVID-19 pandemic, as well as their adaptions. Document analysis and in-depth interview with 12 key informants were applied. The key informants are the executives from 5 media agencies who responsible for media planning, the marketing directors of 4 digital media platforms, and the corporate communication and marketing directors from 3 leading brands. The result showed that there were 3 factors, technology, economics and society, affecting media agencies. 1) In terms of technology, media landscape has been changed due to the internet penetration and increasing of smartphone. Digital media such as social media and VDO streaming platforms have rapidly increased. 2) In terms of economics, the COVID-19 pandemic has affected the clients and many businesses. They reduced advertising costs and increasingly turned to online sales and marketing activities. 3) In terms of society, consumer behaviors has changed, such as multi-screen uses and simultaneous online activities, as well as rapid growth of online user-generated contents. As a consequence of digital disruption, the adaptation of media agencies should include: HR development, rearranging organizational structure, creating new patterns of income, managing media clients, adjusting media planning and strategies, and applying technology in their operation.

การวัดผลการมีธรรมาภิบาลในสถาบันอุดมศึกษาไทย

2023-09-21T16:03:24+07:00

Any organization needs good governance, but Higher Education Institutions (HEIs) need it more than all organization. Due to the complexity of HEIs and the wide range of stakeholders they involve, including students, teachers, staff, alumni, funders, and the general public, HEIs are held accountable for the results of their operations thanks to governance, which ensures that these stakeholders are included in the decision-making process. Effectiveness, accountability, equity, and openness are factors that encourage excellent governance at HEIs. The measurement of governance in Thai HEIs should be done in cooperate with people's awareness, process monitoring and control, and also the use of digital technology, which is person-centered and focuses on creating a stimulating atmosphere, and promote a trusting environment. Process management in accordance with The Education Criteria for Performance Excellence (EdPEx), edition 2020–2023, as it relates to the application of good governance at HEIs and the use of digital technology to collaborate, assign work, and keep track of initiatives. risk management strategy and action plan In addition to evaluating the benefits and openness of how government agencies operate, Thai HEIs can examine their good governance in other ways. Also referred to as an "integrity and transparency assessment" (ITA assessment), this evaluation considers the development of high-quality HEIs. The Financial Audit Report also discusses the findings of the external auditors' internal audit.

การคุ้มครองผู้บริโภคเกี่ยวกับสิทธิในการรับรู้ข้อมูลก่อนการทำสัญญาพาณิชย์อิเล็กทรอนิกส์

2023-09-21T16:26:55+07:00

The article aims to study consumer protection on the right to receive pre-contractual information relating to e-commerce contracts. The methodology of this study is a comparative study of The Organization for Economic Co-operation and Development (OECD) recommendation on consumer protection in e-commerce and the consumer protection laws of Thailand. The results of the study found that Thailand has stipulated consumer rights in the Consumer Protection Act B.E. 2522 which was amended by the Consumer Protection Act (No. 2) B.E 2541 that consumers have the right to receive information about the product or service. However, there is no specific provision that imposes the duty of the traders to provide information prior to the conclusion of the contract. As a result, consumers do not receive the necessary information before the contract is concluded. In addition, when consumers have entered into such contracts, they may not be fair in contracting or be disadvantaged by contracting. The OECD recommendation has set principles for consumer protection in electronic commerce in various matters, especially the right to receive pre-contractual information stating that trader must provide sufficient information for consumers to decide to conduct transactions. This article, therefore, recommends that OECD recommendation for e-commerce contracts should be applied to Thailand. Besides, the duties of the traders to provide information for consumers must be clear and fair, also in line with OECD recommendation on consumer protection in e-commerce.

การพิสูจน์สูทธิ์แก้ไขปัญหาข้อพิพาทที่ดินหรือข้อโต้แย้งด้วยภาพถ่ายทางอากาศ

2023-12-08T11:48:44+07:00

Proving the utilization of land through aerial photography is one of a solution to solving land disputes. This method relies on the capabilities of remote sensing technology to obtain aerial photography that record the actual conditions at the time taken. Then, using the photogrammetry method to correct the position errors in photographs. After that, Analyzed, Read, Translated, and Interpreted the photographs to extract the information using Stereoscopic viewing and the eight components image analysis techniques. The result is a land use map that can be evidence to consider for resolving disputes or conflicting rights in land.

การศึกษาปัญหาการนิเทศออนไลน์ของนักศึกษาระดับประกาศนียบัตรบัณฑิต แขนงหลักสูตรและการสอน มหาวิทยาลัยสุโขทัยธรรมาธิราช

2023-08-30T10:30:43+07:00

The objective of this research was to study the online supervision of Student Teachers of Graduate Diploma Program (Teaching Profession), Curriculum and Instruction, Sukhothai Thammathirat Open University. The qualitative research was used in this study. The target group was the student teachers of Graduate Diploma Program (Teaching Profession), Curriculum and Instruction, who enrolled in the subject 20596 Teacher Profession Practicum in the academic year 2022, 13 students in two groups obtained by cluster random sampling. The data was collected by the focus group interview, and the Online Supervision Problems guideline questions for focus group interview served as the research instrument. The focus group data were analyzed using content analysis. The result of this study revealed the Online Supervision Problems were as follows: 1) students had different levels of workload, 2) lack of ICT teaching equipment and internet access 3) teachers could see only one angle in the video, 4) the reflection of learning management depends on the quality of video clips and student presentations.

การเข้าถึงบริการและการใช้ประโยชน์ของบริการอนามัยการเจริญพันธุ์ของวัยรุ่น

2023-10-23T08:37:59+07:00

This mixed methods research aims to study service management, service access, utilization, and satisfaction with reproductive health services among adolescents. Data was collected through in-depth interviews with 12 executives, group discussions with officials, relevant staff, parents, and adolescents, totaling 40 participants. as well as using a questionnaire to collect data from 206 adolescents receiving services. Quantitative data were analyzed using descriptive statistics, while qualitative data were subjected to content analysis.
The study results showed that the hospital provided reproductive health services through adolescent clinics, which are integrated with the One Stop Crisis Center. Some hospitals offer safe termination of pregnancy services. Proactive activities in schools involve imparting knowledge about reproductive health and offering sex education counseling. Factors contributing to service access and utilization among adolescents are laws, policies, practitioners' competence, confidentiality, and non-discrimination practices. The challenges to service access and utilization are the negative attitude of executives, practitioners, and parents. Almost the service recipients were strongly satisfied with the services. Most adolescents who received services learned about hospital access from their parents/guardians. The most well-known service is the contraceptive implant service. Almost the respondents thought that the convenience and duration of the service were appropriate. The study found that the adolescents received several services, including counseling, contraceptives, and antenatal services. Almost adolescents got the needed services, and all received private services with the staff. The research results can be used to develop a one-stop service system, referral services, networking, fostering positive attitudes about safe termination of pregnancy and sex, and creating knowledge about reproductive health and benefits for adolescents.

ความสัมพันธ์ระหว่างความรอบรู้ด้านสุขภาพกับพฤติกรรมสุขภาพ ของอาสาสมัครสาธารณสุขประจำหมู่บ้าน (อสม.)

2023-10-23T15:09:58+07:00

This was survey research aimed to examine the relationship between health literacy and the health behaviors of village health volunteers. The sample group comprised 341 Village Health Volunteers (VHVs) from Sing Buri Hospital. A questionnaire, developed by the Division of Health Education, Department of Health, Ministry of Public Health, focusing on health literacy and public health behavior, was utilized as the primary data collection tool. The gathered data were then analyzed using percentages, means, and standard deviations, while correlations were determined using Pearson's correlation coefficient.
The results indicated that the level of health literacy, health behavior, food consumption, stress management, smoking, and consumption of alcohol and other alcoholic beverages were rated as very good. However, physical activity achieved a fair level. The study further revealed that components of health literacy, such as health information and service access skills (r=.334, p.001), health information comprehension (r=.335, p.001), health information and service assessment (r=.290, p.001), and the application of health data and services (r=.440, p.001), had a weak positive correlation with health behaviors. The results of this study will serve as foundational data to bolster health knowledge and behaviors among village health volunteers. Furthermore, these insights can be expanded upon to benefit other community groups in the future.

ความรู้และพฤติกรรมการสวมหมวกนิรภัยของผู้ขับขี่รถจักรยานยนต์ ในเขตอำเภอเมืองสมุทรสาคร จังหวัดสมุทรสาคร

2023-10-23T15:57:15+07:00

The purpose of this research was to study 1) to study the knowledge of motorcycle riders on wearing helmets. of motorcycle users in the Mueang Samut Sakhon District area Samut Sakhon Province 2) To study the helmet-wearing behavior of motorcycle riders among motorcycle users in the Mueang Samut Sakhon District area. Samut Sakhon Province and 3) to study and compare the helmet-wearing behavior of motorcycle riders among motorcycle users in the Mueang Samut Sakhon District area. Samut Sakhon Province classified by gender, age, education level, occupation, and length of time driving a motorcycle. It is quantitative research. The population used in this research is motorcycle riders who have registered motorcycles. In the area of Mueang Samut Sakhon District The researcher determined the sample by using Yamane's ready-made table, which was obtained from a sample of 394 people. Statistics used in data analysis included frequency distribution, percentage, standard deviation. and t test and one-way analysis of variance and compare each pair using Scheffe's method.
The results of the study found that: 1) Knowledge of wearing helmets of motorcycle riders in Mueang Samut Sakhon District. Samut Sakhon Province as a whole is at a moderate level. 2) Safety helmet wearing behavior of motorcycle rider in the area of Mueang Samut Sakhon District Samut Sakhon Province Overall, it is at a high level. 3) Results of comparing helmet-wearing behavior of motorcycle riders in Mueang Samut Sakhon District. Samut Sakhon Province Classified by personal characteristics factors, it was found that gender, age, education level and different occupations have knowledge and behavior regarding wearing helmets of motorcycle riders in the Mueang Samut Sakhon District area. Samut Sakhon Province as a whole is no different. As for people with different periods of driving motorcycles, there is knowledge and behavior in wearing helmets for motorcycle riders. In the area of Mueang Samut Sakhon District Samut Sakhon Province found that the majority of people who ride motorcycles are male and spend more than 10 hours riding motorcycles, causing different behavior in wearing helmets.

แนวทางการเพิ่มประสิทธิภาพการสื่อสารในองค์กร กรณีศึกษาธนาคารออมสิน

2023-12-13T19:17:28+07:00

The research aimed to examine the connection between organizational communication and the performance of Government Savings Bank personnel. The goal was to establish guidelines for improving the communication system within the organization, with the aim of enhancing the operational efficiency of the personnel. The research followed a quantitative approach, using a questionnaire to collect data from a sample group of 400 Government Savings Bank personnel. Data analysis involved statistical methods such as percentage, mean, standard deviation, t-test, F test (one-way ANOVA), and correlation coefficient. The findings of the research revealed the following points: 1) The majority of the sample group consisted of female personnel aged 20-30 years, holding a bachelor's degree, and working in operator positions. 2) The study found that the communication system within the organization had a significant impact on the work efficiency of the Government Savings Bank personnel. All five aspects of communication examined in the research were found to be related to communication efficiency within the organization. Enhancing communication effectiveness was found to be most dependent on the sender's communication skills. Other factors such as communication channels, feedback mechanisms, information dissemination, and the sender's attributes also played significant roles. To improve communication skills among recipients, the research suggests conducting training sessions to enhance their abilities and knowledge in efficient communication techniques and coordination. This strategy aims to foster good working relationships, create mutual understanding, and enable the organization to achieve its goals. The research emphasizes the importance of practicing effective speaking skills, including the use of appropriate verbal and non-verbal language. It also highlights the significance of effective listening skills, which involve stages such as pre-listening, listening, and post-listening, along with practicing proper etiquette. Additionally, the research recommends developing reading skills through activities such as preparing before reading, thinking, analyzing, and taking notes. Finally, it suggests practicing writing skills, including identifying topics, reviewing literature, outlining, writing, and proofreading.