HEALTH COMMUNICATION, MEDIA LITERACY AND CHRONIC NON-COMMUNICABLE DISEASE PREVENTION BEHAVIOR AMONG PEOPLE IN THA CHANG SUBDISTRICT, MUEANG DISTRICT, CHANTHABURI PROVINCE

Abstract

The objectives of this research article were to investigate the levels of health communication, media literacy, and chronic non-communicable disease (NCD) prevention behavior among people, and to analyze the effects of health communication and media literacy on NCD prevention behavior among people in Tha Chang Subdistrict, Mueang District, Chanthaburi Province. This quantitative research employed a questionnaire that had been validated for validity and reliability. Data were collected from a sample of 400 people aged 30-69 years in Tha Chang Subdistrict, Mueang District, Chanthaburi Province. Data were analyzed using frequency, percentage, mean, and standard deviation, and the hypotheses were tested using multiple regression analysis. The research results revealed that 1) Regarding general information, the majority of respondents were female (76.25%), aged 60 - 69 years (34.75%), and had completed primary education (39.25%). Most were married (59.75%), worked in trading or private business (32.25%), and had an average monthly income of 5,001 - 10,000 baht (27.50%). The most common chronic disease reported was dyslipidemia (16.56%). The main source of disease prevention information was healthcare officers (20.37%). 2) The levels of health communication and media literacy were both high, with mean scores of 4.02 and 3.96, respectively. 3) The disease prevention behavior was at a frequent practice level, with a mean score of 3.77. and 4) The media literacy analysis found that media literacy (β = .749, p < .001) was significantly influenced the people's chronic non-communicable disease prevention behavior. In contrast, health communication was not found to have an influence on this behavior. Therefore, media literacy is a component that promotes NCD prevention behavior and should be developed alongside health communication in the community.