Communication Strategies and Network of Organic Agriculture Phra Tan way, Tha Maka District, Kanchanaburi Province
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Abstract
This article aimed to 1. investigate the situation of organic agriculture in the Phra Thaen way; 2. investigate communication strategies and driving factors of organic agriculture in the Phra Thaen way; and 3. investigate communication networks of organic agriculture in the Phra Thaen way. Qualitative research methods were used consisting of in-depth semi-structured interviews, participatory observation, and community forums, with 45 key informants. The participants were leaders, members, government officers, private sectors, and others involved with organic agriculture in the Phra Thaen way.
It was found that 1. The situation of organic agriculture in the Phra Thaen way was divided into three phrases, including 1) the emergence of the concept of organic agriculture in the Phra Thaen way, 2) the dissemination of the concept of organic agriculture in the Phra Thaen way, and 3) the expansion of the concept of organic agriculture in the Phra Thaen way. 2. The communication strategies and driving factors for organic agriculture in the Phra Thaen way consisted of 1) strategies related to messengers, which were strategies of influencers 2) strategies for creating messages 3) Strategies for using media 4) strategies related to receivers factors of organic farming in the Phra Thaen way: 1) production factors, 2) distribution, 3) consumption, and 4) external support. 3. The communication networks for organic agriculture in the Phra Thaen way included 1) networks within the community, such as learning networks and network activities, and 2) out-of-community networks, which were supporting groups and collaborating groups.
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