STRATEGY FOR DEVELOPING VIDEO MEDIA TO PROMOTE LIFELONG LEARNING IN THE FORM OF A DOCUMENTARY THAT FURTHERS THE PHILOSOPHY OF SUFFICIENCY ECONOMY ABOUT LOCAL RICE IN NAKHON SI THAMMARAT

Abstract

The research objective is to study the strategies to develop the video media for promoting lifelong learning of Sufficiency Economy Philosophy (SEP) documentary and evaluate the satisfaction of such media. This study was carried out through sequential mixed method methodology which was divided into two phases: Phase 1, study the development of video media strategies from two data sources: the 30 documents related to video media development strategies and a group of 10 experts using a qualitative data recording form the document analysis; Phase 2, evaluate the satisfaction of such media by using a sample group of 30 local wisdom members and a group of 10 experts from purposive sample selection. The questions were designed into 5-level rating scale. Cronbach's alpha coefficient method was used to measure reliability which was 0.99. The results found that the strategies to develop video media in order to promote lifelong learning of continuous SEP documentary consisted three components: 1) upstream strategy; 2) midway strategy and 3) downstream destination. The overall video satisfaction was a high level. The mean was 4.12 and standard deviation was 0.60 The strategies to develop video media for promoting lifelong learning can be effectively applied with rice cultivation in Hua Sai, Nakhon Si Thammarat.