ปัจจัยการสื่อสารเพื่อพยากรณ์พฤติกรรมการอ่านของคนไทย

Authors

ผศ.ดร.พรพรรณ ประจักษ์เนตร, นายกิรติ คเชนทวา

Published

วารสารนิเทศศาสตร์

Abstract

The objectives of this research were to: (1) demonstrate the outcome arising from reading promotion activities of the reading promotion networks; 2) examine the exposure to media to the reading activities, attitude, and reading behavior among Thai citizen; 3) explore the relationship among media exposure, attitude, and reading behavior among Thai citizen; and 4) identify the most effective communication factors in order to forecast the reading behavior among Thai citizen. Mixed methods research was employed in this study. Qualitative data were collected first; then, the quantitative studies were under taken in four regions of Thailand including north, northeastern, south, and central region. In the matter of study locations, the potential areas in which some factors contribute to implement pilot reading projects were selected.

Regarding the qualitative results, the findings revealed that adolescents who participated in the reading promotion activities were able to relay the story regarding the books they have read in the aspects of both message and uplifting statement; some of them also had better academic performances and less game addictive behavior. Adults were increasingly interested in various kinds of books and some of elders entered non-formal education in order to be legible. With the quantitative result, attitude toward reading and exposure to new media were able to mutually forecast the reading behavior among Thai citizen.

(2560). ปัจจัยการสื่อสารเพื่อพยากรณ์พฤติกรรมการอ่านของคนไทย. วารสารนิเทศศาสตร์, 35(3), 61-78.