Communication Innovation and Social Movements in the Agenda of “Rice”

Abstract

                There has been a variety of social movement issues having been raised and studied up to the present. This research article’s purposes are (1) to reveal certain past events concerning a variety of rice issues and (2) to analyze a variety of social movements which have been propelled by the internet which is believed to create negotiation power among citizens who require changing.
                The research methodology includes reviewing roles of social movements towards Thailand by applications of communication innovation or social media which acts as a channel to express negotiation power which is associated with rice. Rice is regarded as a staple food of Thais. In the past, Thais grew tons of rice for domestic consumption and international export. However, there were some problems such as low prices determined by rice agencies or suppliers, including drought which affected rice productivity. Encountering these problems, Thai farmers largely have less negotiation power. Therefore, selling prices of rice are often determined by a handful of groups. This article revealed critical events concerning Thailand’s rice prices which were likely to decline and directly affected Thai farmers. This potentially drew powerful attention among them to create some social negotiation power with agencies and suppliers, including the government. In the past, some farmer actions include driving tractors to protest on the road in a variety of cities, even Bangkok. Through time, there has been several changes in terms of demonstration procedures. Until now, communication innovation has been regarded as an essential tool for displaying concerns and creating more power in a larger context with a larger group of farmers. There are not only farmers and their offsprings who play important roles of solving these problems but also more Thai citizens who pay attention to create much more social movements for more negotiation power via online communication innovation.