Koiruttukwa: A Case in Community Transformation through Participatory-Advocacy Communication

Abstract

Koiruttukwa Community, located in the rural Nongjork District, Bangkok, was a religious community deeply committed to the pathways of the Islamic faith and deeply averse to outside influences, particularly Capitalism. Once opening up to the adoption of the Sufficiency Economy Philosophy, the community has become strategic in its transformation and eventually became a Community of Practice; where both community leaders and followers dynamically produced the context in which they worked harmoniously towards fulfilling the community's mission: the adoption of the Sufficiency Economy with the tenets of Islamic faith remaining at the core. A form of strategic communication of the leaders labelled participatory-advocacy, and their Outlet Campaign programs were studied and illustrated in the case.