The Journal of Sirindhornparidhat

In-depth analysis of the impact and adaptation of social attitudes and beliefs in the digital age

Mali Thipprajong — Fri, 26 Dec 2025 00:00:00 +0700

This in-depth analysis explores the profound impact of the digital age on social attitudes and beliefs. Driven by ubiquitous information and communication technologies, this era blurs the lines between reality and virtuality, shifting from information scarcity to abundance. Key cultural transformations include individualization, transparisation, and cognification. Online platforms significantly shape attitudes, fostering both positive behaviors like tolerance and community peace, and negative ones such as the rapid spread of misinformation. Information overload and echo chambers undermine critical thinking, reinforcing existing beliefs and contributing to social polarization. The digital landscape also redefines personal identity, creating a tension between individual and relational selves. Ethical challenges abound, including the proliferation of disinformation, the exploitation of cognitive biases (confirmation, optimism), and the pervasive influence of algorithms. To navigate this complex environment, the report emphasizes the critical importance of digital and media literacy, fostering critical thinking skills, promoting community building, and establishing robust ethical governance for AI. Conscious adaptation is essential for building a resilient and informed digital society.

Problems and obstacles in the political governance of Thailand

Auntittha Aksornsri, Wanchai Saengsuwan — Fri, 26 Dec 2025 00:00:00 +0700

This academic article aims to study the political security problems of Thailand. From the study it was found that Politics of Thailand from the past to the present There is change all the time. This causes problems and is difficult to solve. in the current situation Politics plays a huge role in people's daily lives. Political instability causes chaos in the country. and difficulties in the lives of the people Including the economic, social and cultural aspects, politics is therefore important to people's way of life from the time they wake up until they go to bed. Every citizen must be aware of political and administrative problems and must be exposed to the policies of politicians. At present, people are aware of political news. technologically simple Therefore, awareness of politics by communicating at all times Politics is therefore important to the development of the country at both the upstream, midstream and downstream levels, including the central, regional and local levels. The political stability of Thailand is an important foundation for the development of the country as a whole. Politics in a democratic system with the King as Head of State, political power influences the way of life of the people.

The current political situation has security problems. The problems of political administration in Thailand reflect the desire to have power in the administration of the country. and in determining the direction of the country person with authority over ideas financial authority The problem of lack of unity among Thai people including the power of the patronage system All of these problems result from having conflicting political opinions. The problem of politicians' lack of ethics Buying the right to sell votes in elections for citizens at all levels Politicians are too focused on seeking benefits for themselves and their allies. Such problems cannot be solved if Thai people do not work together to create a process for managing the country in accordance with the principles of correctness and fairness.

eMarketing: The essential guide to marketing in a digital world (6th Edition)

Sumet Phimsaran — Fri, 26 Dec 2025 00:00:00 +0700

หนังสือ คู่มือเชิงกลยุทธ์สำหรับการตลาดในโลกดิจิทัล (eMarketing: The essential guide to marketing in a digital world) ซึ่งเขียนโดย Rob Stokes และทีมงานจาก Red & Yellow Creative School of Business ได้รับการยอมรับอย่างกว้างขวาง ว่าเป็นหนึ่งในตำราการตลาดดิจิทัลที่สำคัญที่สุดระดับโลก นับตั้งแต่การตีพิมพ์ครั้งแรกในปี 2008 จนถึงฉบับพิมพ์ครั้งที่ 6 (2018) หนังสือเล่มนี้ได้ทำหน้าที่เป็นคู่มือเชิงกลยุทธ์ที่ครอบคลุมสำหรับผู้เรียนและผู้ปฏิบัติงานในโลกที่ถูกขับเคลื่อนด้วยเทคโนโลยีดิจิทัล

การตลาดดิจิทัล (Digital Marketing) ไม่ใช่เพียงแค่ชุดของเครื่องมือ แต่เป็นชุดของปรัชญาและกระบวนการที่เชื่อมโยงเทคโนโลยีเข้ากับเป้าหมายทางธุรกิจ หลักการสำคัญที่ตำราเล่มนี้ยึดถือคือการเปลี่ยนผ่านจากการตลาดแบบดั้งเดิม (Traditional Marketing) ที่เน้นการสื่อสารทางเดียว ไปสู่การตลาดดิจิทัลที่เน้น ความโปร่งใส (Transparency) ความสัมพันธ์สองทาง (Two-way Dialogue) และเหนือสิ่งอื่นใดคือ ความสามารถในการวัดผลเชิงประจักษ์ (Empirical Measurability)

บทวิจารณ์นี้มุ่งเน้นการวิเคราะห์เชิงวิพากษ์ต่อโครงสร้าง เนื้อหา และคุณค่าทางวิชาการของคู่มือฉบับพิมพ์ครั้งที่ 6 เพื่อพิจารณาความเหมาะสมในการใช้เป็นแหล่งอ้างอิงและเครื่องมือการเรียนรู้ในสาขาการตลาดและนวัตกรรมธุรกิจ

The History, Teachings and Role of Luang Pu Suang, the Earth-Playing Angel : From the Shadow of Legend to the Light of Truth

Manop Nakkarnrian, Phramaha Weerachat Potha, Banchuen Nakkanrian — Fri, 26 Dec 2025 00:00:00 +0700

This academic article aims to study and interpret the history, teachings, and role of Luang Pu Suang, the earth-playing angel, by focusing on the analysis from legend to fact. This study utilized content analysis of various documents and data, systematically categorizing issues to generate recommendations that enhance knowledge and understanding of Luang Pu Suang in a comprehensive and appropriate manner. The findings revealed that:

Luang Pu Suang was an ascetic monk who played a role across the Thai-Cambodian cultural border. He lived a simple, solitary life and communicated Dhamma through authentic ways of life that aligned with local beliefs, particularly in the lower Isan region. Amidst war and poverty, he was a center of hope, compassion and inspiration, with profound and enigmatic Dhamma strategies and genuine compassion.

Luang Pu Suang’s teachings emphasized practical practice based on the three principles of meritorious actions: giving, morality, and meditation, combined with sufficiency, loving-kindness, right view, and letting go. He taught Dharma through short speeches in the Khmer language and riddles reflecting local wisdom, aiming to encourage people to live virtuous lives, rely on themselves and understand the consequences of kamma for true liberation from suffering.

Luang Pu Suang played a variety of roles in both the spiritual and secular spheres, such as developing communities, establishing colleges, promoting careers, spreading the Dhamma in a simple, enigmatic manner, teaching through action; possessing great compassion, helping those in need; knowing nature and making accurate predictions; possessing supernatural powers, and being revered for his miracles; leading a humble life, serving as a model of sacrifice; creating religious heirs and reviving the Dhamma through meditation; bridging Thai and Khmer cultures and serving as a spiritual center and supporter.

Thai Social Perspectives on News of Monastic Misconduct: An Academic Analysis and Approaches to the Sustainability of the Thai Sangha

Mali Thipprajong — Fri, 26 Dec 2025 00:00:00 +0700

The purpose of this article is to analyze Thai social perspectives on news of monastic misconduct. The study is divided into three main parts: 1) the historical context in which temples and monks were the center of the community; 2) current challenges arising from the influence of technology and social media; and 3) future trends in which the Sangha must adapt to maintain the faith of Buddhists. This analysis draws on perspectives from scholars from various fields related to religion, society, and culture to comprehensively address the complexity of the problem and propose approaches to enhance the sustainability of the Sangha in the modern era.

Development of Internal Supervision Model of Primary Medium-sized Schools under the Office of Primary Educational Service Area Samutsakorn

ยุภาวาดี รุ่งอินทร์, ชุมศักดิ์ อินทร์รักษ์, รมย์รัมภา ณัฐธัญอติรุจ — Fri, 26 Dec 2025 00:00:00 +0700

This research and development study pursued five specific objectives: (1) to examine the current problems of internal supervision; (2) to construct a supervision model; (3) to evaluate the proposed model; (4) to compare the results of implementation before and after the experiment; and (5) to assess the efficiency, effectiveness, and value of the model. The study sample consisted of 144 participants, including school directors, heads of academic affairs, and heads of learning areas from 48 medium-sized schools under the Samut Sakhon Primary Educational Service Area Office. Ban Plai Khlong Noi School, with 11 practitioners, was selected as the experimental site. Research instruments included: (1) a questionnaire on existing problems; (2) the proposed internal supervision model; (3) an experimental action plan; (4) pre- and post-test evaluation forms; and (5) evaluation forms for efficiency, effectiveness, and value. The instruments’ validity was confirmed using the Index of Item-Objective Congruence (IOC). Data analysis employed frequency, percentage, mean, and standard deviation.

The findings revealed that: (1) the identified problems were at the highest level; (2) the synthesized model, referred to as the PIESA Model, comprised five steps—planning, implementation, evaluation, knowledge sharing, and continuous improvement; (3) the model demonstrated a consistency index ranging from 0.80 to 1.00; (4) the post-test mean scores were significantly higher than the pre-test scores at the .01 level of statistical significance; and (5) the efficiency, effectiveness, and value of the model were rated at the highest level. It is recommended that the PIESA Model be adopted as a best practice for school administrators to enhance academic administration within educational institutions.

A Study need for Development of Tourism Public Relations Media for Sustainability for Hua Wiang, Sena, Phra Nakhon Si Ayutthaya

Sittipat Laituamthaweekul — Fri, 26 Dec 2025 00:00:00 +0700

This study aimed to: (1) examine the needs for developing tourism public relations media for sustainable community tourism in Hua Wiang Subdistrict, Sena District, Phra Nakhon Si Ayutthaya Province, and (2) identify approaches to promote tourism in the Hua Wiang community. Data were collected from a sample of 150 tourists, villagers, and entrepreneurs using a simple random sampling method. The research findings indicate that most respondents prefer interpersonal communication media such as discussions, debates, and lectures. Simultaneously, modern media platforms like Facebook and YouTube were the most popular, reflecting that digital technology has become the primary channel for disseminating tourism information. In contrast, traditional mass media, including newspapers, radio, and television, were used significantly less. The study also found that demographic factors such as gender and age did not affect the demand for developing public relations media. Furthermore, a qualitative analysis revealed that effective public relations should feature clear content, use easy-to-understand language, be concise, and genuinely encourage community participation.

Strengthening the Family according to Buddhist Principles to Achieve a Good Quality of Life in the New Normal Era

weerachat potha, Manop Nakkanrian, Banchuen Nakkanrian — Fri, 26 Dec 2025 00:00:00 +0700

This research article aims to: 1. study the situation of Thai families in the new normal era; 2. explore concepts regarding family strengthening in the new normal era and 3. propose guidelines for strengthening families based on Buddhist principles to achieve a good quality of life in the new normal era. Qualitative research was conducted, collecting data from documents and interviews. Content analysis was conducted based on identified issues, categorizing and sequencing the research into a research book and presenting the results using descriptive analysis.

The research findings revealed :

Five factors impacting Thai families in the new normal era include : 1) changing population structure; 2) economic change; 3) social and cultural change; 4) the influence of media, technology and information and 5) environmental change and the trend of severe disease outbreaks.
Strengthening families in the new normal era involves expressing appreciation, valuing each other and encouraging one another; fulfilling their roles appropriately and adhering to moral principles in life; earning income to support the family; keeping records of income and expenses; engaging in various forms of savings; owning one’s own home and receiving health insurance; maintaining good relationships with neighbors and participating in community quality of life development activities, preparedness and cooperation in solving problems, especially disasters and emerging infectious diseases.
Strengthening families according to Buddhist principles to ensure a good quality of life the new normal era. This includes relevant principles, including the two principles of having the most support, the four divine states of mind, the four principles of laymanship, the four principles of the heart of the millionaire, the four principles of Bhogavibhāga, the four principles of training, the four principles of social welfare, the four principles of effort, the six principles of Sārāṇīyadhamma and the six principles of directions. The study yielded new knowledge, namely the FA-BUDHI Model.