Contemporary Community Media Innovation for Health Identity Construction in the Digital Era: A Participatory Communication Model for Semi Urban Communities in Thailand
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Abstract
Health communication in Thai communities in the digital era faces structural challenges arising from population diversity, rurban socio-spatial contexts, and the dynamic nature of media ecosystems.This study aimed to (1) develop contemporary community based media innovations to foster a shared health identity, (2) evaluate their impacts on health knowledge, behaviors, and community identity, and (3) synthesize a participatory health communication model for urban communities.
An explanatory sequential mixed-methods design was employed, integrating participatory action research with a design thinking process. The study was conducted in the Klong Hok Housing Community in Pathum Thani Province, Thailand. Quantitative data were collected from 283 residents, while qualitative insights were obtained from 17 key informants through purposive sampling. Qualitative data were gathered through semi structured in-depth interviews, five focus group discussions, and field observations.
The findings reveal that community-designed multi-channel health communication innovations significantly improved residents’ health awareness, knowledge, and behavioral practices while strengthening a shared community identity centered on the concept of the “Well-being Market.” The study proposes the Participatory Rurban Health Communication Model (PRHCM), which positions community identity as a central driver of participatory communication processes and emphasizes iterative cycles of participation, reflection, and action. The model provides a conceptual framework for designing sustainable health communication strategies in rurbanizing communities in developing countries.
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