BUDDHIST ETHICS APPLICATION FOR PROMOTING ADMINISTRATION OF NATIONAL BROADCASTING AND TELECOMMUNICATIONS COMMISSION

Abstract

Objectives of this research were: 1. To study the level of management within the Office of the National Broadcasting and Telecommunications Commission (NBTC); 2. To examine the relationship between the Four Bala and NBTC management; and 3. To propose the application of Buddhist ethics to enhance NBTC management, conducted by the mixed-methods research. The quantitative research, data were collected from 99 samples using a questionnaire with a total reliability coefficient of 0.96 and analyzed using descriptive statistics and multiple regression. The qualitative research, data were collected by in-depth interviewing 9 key informants who were monks and laypersons purposefully selected. Data were analyzed by systematic content descriptive interpretation.

The results of the study were as follows: 1. The overall administration of the NBTC Office was found to be at a moderate level ( = 3.09) When considered by individual aspects, it was found that command and direction were rated at a high level. Planning, organizing, coordination, and control were rated at moderate levels, respectively. 2. The relationship between the Four Bala 4 and the administration of the NBTC Office showed an overall positive correlation at a moderate level (R = .788**), statistically significant at the 0.01 level. Individually, Viriya-Bala, Panna-Bala), Anavajja-Bala, Sangaha-Bala, all demonstrated a moderate positive correlation in every aspect. 3. The researcher proposed the application of Buddhist ethics, Bala 4 to enhance NBTC management by improving work processes. This included strategic and annual operational planning, defining frameworks for organizational authority, structuring internal management, and establishing a clear hierarchy of command and decentralization based on mission requirements. Furthermore, it involved fostering coordination between internal departments and external organizations, alongside monitoring and evaluating performance through rigorous quality control.