DEVELOPMENT THE COMMUNICATION MODEL BETWEEN COMMUNITIES TO QUIT AGROCHEMICALS IN LOEI PROVINCE

Abstract

          The objectives of this research article were to: 1) study the problem of agricultural chemical use that affects human health and environment in Loei Province. 2) build a determination to stop using chemicals in agriculture by means of communication in community. 3) bring a model group that has stopped using agricultural chemicals to practice in the community with participation in the work. 4) create a communication model in the community with the model community being the one who expands the results to other communities. This study used a participatory action research (PAR) method by collecting quantitative and qualitative data on site, Wangsaphung District, Loei Province. The quantitative research method used a questionnaire to collect data on the use of agricultural chemicals farmers in the area of Wangsaphung District and analysed the results by using percentage statistics. As for the qualitative research, the public participation process was used in Pha Bing Sub-district, Wangsaphung District by allowing the sample groups to collaborate in making a strategic plan which composed of project plans. Then, people have implemented the project until the use of agricultural chemicals was stopped. The results showed that the quantitative data gave people an overview of the use of a large number of agrochemicals and their impacts on health until people in the community were willing to develop a communication model of the community as a model community to create an expansion to other communities. According to communication mechanisms between communities that make communication successful, there must be communication components in the communication process, composed of 4 components: the messenger, the message content, the communication channel and the receiver, which must be adapted to suit the characteristics of people and areas due to limitations and differences in each community.