Output of Smart Communicators Training Process for The Mangrove Forest Reservation Awareness Raising in Hua Khao, Singhanakorn District, Songkhla Province

Abstract

                The purpose of this research is to assess the results of the smart communicators empowerment for driving the multicultural community plans in managing the utilization of mangrove forest ecosystem services at Hua Khao sub-district, Singhanakhon district, Songkhla province by an analyzing the communication potential of smart communicators before and after the training process, an analysis of the satisfaction of people in the community towards the media and communication channels chosen by the smart communicators and an analysis of factors affecting the potential development of smart communicators which will lead to raising awareness of mangrove forest resource conservation in Hua Khao community, Singhanakhon, Songkhla. The researcher uses a mixed method, both qualitative and quantitative, including interviews, questionnaires, and a participant observation. The samples consist of smart communicators of multicultural representatives, such as mangrove committee representatives, religious leaders, youth representatives, female group representatives, and media receivers who expose and use the local media.
                The research reveals the communication potential of smart communicators before the training process: knowledge and ability aspect as the recipient, knowledge and ability as a messenger, knowledge about media types and ability to use media, knowledge and ability in public relations and persuasive communication, knowledge and ability in planning activities and projects and knowledge and ability to create participation, all aspects are at the moderate level. For the communication potential of smart communicators after the training process, all aspects are at the high level.
                The satisfaction level of people in the community towards communication of all smart communicators is high level. The highest satisfaction level is the smart communicators able to communicate for creating community participation. In terms of satisfaction with the use of media for smart communicators, it was found that people in the community are satisfied with the use of media activities of smart communicators for publicizing information, followed by the personal media and religious media, broadcast towers/audio-based media, billboards and new media, respectively.
                Factors affecting the creation of smart communicators include the original capital of the person, social status and the frequency of training participation.