การเผยแพร่ศาสตร์พระราชาผ่านสื่อมวลชนกับความเข้าใจและการยอมรับ ต่อศาสตร์พระราชาของประชาชนในจังหวัดเชียงราย

Kornkanok Nindum

Authors

Kornkanok Nindum Faculty of Management Science, Chiang Rai Rajabhat University

Keywords:

Dissemination, Understanding and acceptance, King's Philosophy, Mass media

Abstract

Abstract

This research aimed to analyze the dissemination of the content of the King's Philosophy by the mass media in Chiang Rai Province, study the level of understanding, acceptance and application of the King's Philosophy to the daily life of the people in Chiang Rai Province by using a mixed research methodology with quantitative research methods combined with qualitative research analysis of media content consisting of newspapers and radio broadcasting including the in-depth interviews with journalists and surveys.

The results of the research could be summarized as following; the dissemination of the content of the King's Philosophy of the mass media in Chiang Rai Province, the researcher found that the concept of King's Philosophy was presented in the form of various interesting activities such as preserving and restoring natural resources, projects to honor His Majesty King Rama IX and the monarch institute, Sufficiency Economy Philosophy, cultural - religious and innovative dimension related to the King's Philosophy, assistance or alleviating those who suffering from the pandemic of COVID-19 and the content that explained the concepts of the King's Philosophy.

The level of understanding of the people towards the concept of the King's Philosophy as overall was in a high level especially in the 1) adhesion to the principle of rationality, moderation and sufficiency, 2) self-immunity and 3) self-reliance in daily life, knowing how to save and share with people around them. The overall level of acceptance and implementation of the king’s philosophy in daily life of the people was at a high level especially in the 1) accepting that occupation should be based on honesty, and 2) enhancing Thai people to have basic moral. As for the overall application of the King's Philosophy was at a high level, in particular issues: 1) running a business, the profits, employees and customers will be taken into account as much as possible and 2) running a business, production efficiency and products quality will be improved regularly.

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