Development of Buddhist Oriented Creative Media Innovation for Social Literacy Among Thai Adolescents

Abstract

The objectives of this research Article  were: 1) to analyze and design creative Buddhist media innovations for social literacy suitable for Thai youth; 2) to develop and pilot these innovations; and 3) to evaluate the innovations and develop a manual for their implementation. This study employed a Research and Development (R&D) methodology divided into three phases: Phase 1 (R1) involved a synthesis of the Tripitaka and expert interviews to establish a conceptual framework and select six Jataka tales. Phase 2 (D1) focused on the design and development of Jataka-based video clips, validated through Index of Item-Objective Congruence (IOC) analysis. Phase 3 (R2–D2) consisted of a field trial with 30 secondary school students. Data were analyzed using mean, standard deviation, t-test, and qualitative content synthesis to finalize the innovation model.

            The research findings revealed that in Phase 1 (R1), Thai youth demonstrated high levels of digital media consumption with a tendency for impulsive responses. Key Buddhist principles—namely Mindfulness (Sati), Analytical Reflection (Yonisomanasikara), and Causal Wisdom—were synthesized to facilitate the transition from awareness to virtuous decision-making, serving as the foundation for the innovation design. In Phase 2 (D1), six situational Jataka video clips were systematically developed, achieving high content validity (IOC 0.67–1.00). In Phase 3 (R2–D2), the field trial results showed that the target group’s post-test scores increased significantly at the .05 level across all dimensions: information verification, impact assessment, and deliberate consideration.