STRATEGIC GUIDELINES FOR SOLVING FAKE NEWS PROBLEMS OF THE PROVINCIAL PUBLIC RELATIONS OFFICE IN THE UPPER NORTHEASTERN REGION 1
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Abstract
This research aimed to 1) study the level of fake news literacy among people in Upper Northeastern Region 1, and 2) present strategic guidelines for solving the fake news problem for Provincial Public Relations Offices in Upper Northeastern Region 1. The research was conducted in 2 phases. Phase 1 involved collecting data via a questionnaire consisting of 20 items from people living in Upper Northeastern Region 1. The index of item-objective congruence (IOC) ranged from 0.80 to 1.00, and the Cronbach's alpha coefficient (α) for the entire questionnaire was 0.859. The sample size was determined using Yamane's formula at a 5% margin of error**, yielding 400 respondents**. Cluster sampling was used, stratified by 5 provinces and proportionate to the population. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (one-way ANOVA) using a statistical software package for social sciences. Phase 2 focused on developing strategies for solving the fake news problem. The target group of 15 experts was selected through purposive sampling, focusing on those with at least 5 years of experience in communication related to fake news. Workshop records were used to collect data from brainstorming sessions among experts. Data from the workshop, including opinions and suggestions, were categorized and analyzed using content analysis techniques, strategic positioning analysis, and SWOT analysis to develop draft strategic guidelines for solving the fake news problem for Provincial Public Relations Offices in Upper Northeastern Region 1.
The research findings revealed that 1) people in Upper Northeastern Region 1 had a high level of fake news literacy. People from different provinces, age groups, and education levels showed statistically significant differences in fake news literacy levels at the 0.01 level**, and** 2) the proposed strategic guidelines for solving the fake news problem were classified into 3 strategies: promoting and developing mechanisms and processes for verifying fake news; creating a society with fake news literacy to build immunity and promote safe media use; and elevating the office to become a highly effective agency for solving fake news problems.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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