Media Exposure Behaviors and Farmers’ Opinions on Media Use for Knowledge Enhancement and Occupational Development in Thap Thai Subdistrict, Ta Phraya District, Sa Kaeo Province
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Abstract
This survey research aimed to examine 1) the demographic, economic, and social characteristics of farmers; 2) their media exposure behavior and objectives for accessing agricultural media; and 3) their opinions on media exposure and on applying media-derived knowledge to occupational development, among farmers in Tap Thai Sub-district, Ta Phraya District, Sa Kaeo Province. The population comprised 1,862 farm households. Yamane’s formula at a 0.10 margin of error indicated a minimum sample of 95 households; data were collected from one representative per farm household (250 households; 250 respondents) selected by convenience sampling. A questionnaire was used, and data were analyzed using frequency, percentage, mean, and standard deviation. Results showed that 1) most respondents were female (59.20%), aged 51 years or older (57.60%), had primary education (44.40%), earned less than 5,000 baht per month (53.60%), and had more than 10 years of farming experience (68.80%); 2) television was the main channel for agricultural media (55.60%), most respondents accessed media 1–2 times per week (56.80%) for less than 15 minutes per session (45.20%), mostly between 06:00 and 10:00 (41.60%), and identified interpersonal media as most influential on their decisions (56.80%); and 3) opinions on exposure to online media were at the highest level (mean = 4.37), while knowledge gained and application of knowledge to occupational development were at a high level (means = 4.03 and 4.15, respectively).
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