Human Resource Development Strategies through Folk Media: A Case Study of Projects on Folk Media for Youth Well-Being in Northern Thailand

Abstract

     This research aimed 1) to reflect strategies regarding the use of folk media to facilitate youth participation and retention in well-being projects, and 2) to synthesize recommendations for youth development through the use of folk media. Targeted projects on folk media for youth well-being in Northern Thailand were purposively selected to incorporate various forms of folk media including narrations, plays, materials, and rites. Data were collected from 4 project leaders, 32 community leaders, and 28 youth leaders using a survey questionnaire, in-depth interview schedules, and group discussions. It was found that the community context was categorized into two types—namely, an urban area with native inhabitants and a rural area with tribal counterparts. The folk media selected for the projects were embedded in the traditional community way of life, had the common role of sustaining relationships among the community members, and were seen as fading from community life. The key concept governing the operation of all projects was mutually based on an effort to solve community problems affecting youth wellbeing involving risky youth behavior, ethnic conflicts, environmental exploitation, and ignorance of family relationships. Important strategies for effective use of folk media consisted inclusively of 1) promoting participation among all parties within the community to contribute to their self-realization as "the owners of their own thoughts and culture", 2) searching for common community problems and interests, 3) promoting motivation and inspiration, 4) employing the strategy of "external force, internal reflection", 5) team and popularity building, 6) improvising media, and 7) monitoring a constructive youth-adult relationship. Based on the findings, the recommendations were 1) to focus on research and development regarding an approach to folk media applications, and 2) to search for appropriate and valuable ways to maintain the existence of folk media within the social context. Furthermore, relevant agencies should give a higher priority to the utilization of folk media so that this valuable communication channel is given its deserved space amidst the mainstream media for youth development.