การบริโภคสื่อกับการรู้เท่าทันสื่อของคนไทย

บทคัดย่อ

This research employs a qualitative methodology in order to study 1. media
consumption and media literacy of Thai people and 2. a way of supporting
Thai people’s media literacy. This research uses a semi-constructed interview
form for an in-depth interview of key factors. The key factors include 10 mass
media professionals and academics. The collected data were analyzed by
content analysis. The result shows that: 1. Thai people especially young generation
in the cities have changed their ways of consuming media. A number of their
exposing and using of social media is increasing significantly. Most of them spend
less time on each information exposure but more frequently. Popular activities
done through social media are sending messages, sharing & taking pictures and
chatting via the internet on mobile phones. Most Thai people expose to trivial
information and entertainment programs. 2. A changeable style of media exposure
and the increasing use of social media affect Thai society positively and negatively.
In a positive way, receivers are able to be senders quickly which allow the society
to group and create more negotiation. In a negative way, the society will be a lack
of proof society. This is because people are interested in the speed of sending,
copying and pasting the information rather than spending time to do a research
before sharing and believing the information. 3. Most Thai people have less
media literacy. They have some basic knowledge about the media. However,
they rarely analyze the information and hardly separated facts and opinions.
4. Guidelines for supporting media literacy are as follows. First, government,
private and non- government organizations should cooperate to manage media
literacy both in and outside the educational system. Second, Ministry of Education
should provide teaching and learning on media literacy from kindergarten or
primary level. Third, teaching and learning in media literacy does not require a
fixed format, but should train students to have a skill of critical thinking. Fourth,
the government should supports legal or statutory funding issues through
independent or non-government organizations to promote or campaign on media
literacy by using social media which are the high potential too to access a lot of
people.