BUILDING COMMUNICATIVE COMPETENCE OF THAI FARMERS

Abstract

Strengthening farmers: Thai farmers must be able to produce agricultural products with higher value. It is essential to use digital technology to help create management efficiency to maximize returns, be strong in dealing with natural disasters or changes, increase production efficiency in terms of both quantity and quality so that Thai agricultural products meet international standards, which helps farmers to open new markets both domestically and internationally, increase capabilities with technology in terms of production, management or trade, and manage resources in a balanced and sustainable manner. The agricultural sector is a production sector that is important to Thailand's economic system. Therefore, Thai farmers' communication competence is very important because it is a mechanism to drive groups of knowledge, skills, and characteristics in receiving and sending messages. This article aims to find ways to build Thai farmers' communication competence and finds that 1) Thai farmers face various challenges, including climate problems, market access, and government agricultural policies. Effective communication can help farmers access necessary information. 2) Target groups of communication: People are individuals with different needs and interests. Therefore, the ability to analyze information, assess situations, and think creatively to solve complex problems of farmers is the goal of communication. 3) Communication channels: Using social media, virtual community characteristics: Farmers must understand financial risk distribution, access to and use of digital technology, and be aware of the impact on the environment.