THE DEVELOPMENT OF CREATIVE COMMUNICATION MODEL FOR COMMUNICATION SKILL DEVELOPMENT OF FEMALE COMMUNITY LEADERS

Abstract

The objectives of this research were to (1) study the state of the female community communications in the group of provinces located in the lower Central Region 1 (2) to create and develop a model of creative communication for communication skill development of female community leaders in the lower Central Region 1 and (3) to confirm the creative communication model for communication skill development of female community leaders was able to use as guideline for further development of leaders and creative communication skills of leaders. The research was conducted with the Research and Development method (R&D) in the lower Central Region 1, including Nakhon Pathom, Ratchaburi, Kanchanaburi and Suphanburi. The key informants in the study were 1) 15 community leaders in the study area, data collected by observation and interviews. 2) 8 community leaders with best practices, data collected by in-depth interviews. The data was collected from August 2021 to September 2022, and they were analyzed by frequency, percentage, mean, standard deviation, and descriptive qualitative data.

The findings showed:

1) the state of the female community communications in the group of provinces located in the lower Central Region 1, show that the communication of female community leaders, The ratio is clearly lower than that of male community leaders. Both in terms of communication and expressing opinions in meetings, and communication in asking questions at meetings because of female community leaders are not confident in communicating, not daring to speak out in meetings and feeling considerate of the meeting.

2) The constructed model of the creative communication model for communication skill development of female community leader was the “PAR3S Model” where P = Principle, A = Attitude, R = Response and Feedback, S = Structure, S = Step, and S = Skill and sub-elements within each main component, a total of 29 elements.

3) The results of confirmation of creative communication model for communication skill development of female community leaders as a guideline for developing other leadership skills, The assessment of suitability for use by experts were at a high level, with a mean of 4.45 and a standard deviation of 0.60, and the satisfaction assessment of the model by the group of community leaders was at the highest level, with a mean of 4.91 and a standard deviation of 0.28.,and the opinions of experts on the model, everyone endorsed the developed model as being able to be used as a guideline for developing the communication skills of female community leaders.