Communication Strategy of "Knowledge of Thai Traditional Medicine" to Counter Fake News on Social Networks of Thai Traditional Medical Agencies in Thailand

บทคัดย่อ

This research aimed to study about: 1) communication process; 2) communication strategy; 3) communication problems and obstacles; and 4) guidelines to communicate knowledge of Thai traditional medicine to counter fake news on social networks by means of mixed method research. For quantitative one, samples from the central region of the country (from 22 provinces) were collected with the total number of 2,508 people. For qualitative method, in-depth interview from Thai traditional medical agencies.
The findings revealed that : 1) communication process of knowledge of Thai traditional medicine to counter fake news on social networks was having Thai traditional medical personnel as key messengers focusing on communicating facts and using suitable media with the target group of different age range, which was congruent with opinion survey results related to factors affecting “Knowledge of Thai Traditional Medicine” communication of Thai people, who had always received the information on this matter from the network of hospitals at a high level with the mean score of 4.11 2) communication strategy involved propagating facts within twenty-four hours after fake news had been detected ; 3) significant problems and obstacles were those of quantity and speed of fake news on social media which was found to be in abundance; and 4) one communication guideline that AI should be used to detect fake news and propagate facts, law should be strictly enforced and so forth.