การพัฒนาดัชนีชี้วัดวัฒนธรรมอาเซียน และมาตรวัดวัฒนธรรมอาเซียนสำหรับสื่อ

Abstract

The Development of ASEAN Cultural Indices and ASEAN Cultural Measurement for Media is an Exploratory Research in term of mixed methods which aimed to study the typology of ASEAN common cultures, identifying the cultural indices and indicators of ASEAN for develop the useable quantitative cultural measurement for measuring the quantity of ASEAN culture in all media. The study had 3 research processes i.e. (1) The study of concept with Documentary Research and the experts inquiry, (2) The extraction of cultural domain and indicating factor and (3) The testing of developed cultural measurement.

          The results of the study had been organized by methodology as follow: firstly, Documentary Research,the researcher gathered data by secondary sources; previous history researches, the framework of cultural statistics (UNESCO FCS and EU ESSnet-Culture) and archaeological evidences. This stage finding reveals 7 domains and 29 indices as a basic indicator. Secondly, the first basic indicator had been considered and adjusted by 7 experts with Delphi Method. The result of Delphi in second round indicated 9 cultural domains and 47 cultural indices (the second indicator) which had consensus agreement (Me 4-5, IR ≤ 1.50). Then the second indicator (9 domains 47 indices) had been confirmed by a statistic – Second Order Confirmatory Factor Analysis (Second Order CFA) in term of Structural Equation Model (SEM) with 720 participants form 6 regions of Thailand. The Second Order CFA in SEM reveals the statistical confirmation of consistency between the expected model and empirical data which had been passed the criterion of Model Fit Indices [(χ²/ df=1.761, GFI =.912, AGFI =.895, NFI =.904, CFI =.956, RMSEA =.033 (PCLOSE = 1.00), RMR =.019)]. Furthermore, the model had high Regression weight/Pathcoefficient between .726 - .940 with Estimating Predicted Coefficients (R²) between .527 - .883. Finally, the confirmed indices had been developed to be a measurement as a Tally Sheet. The developed measurement was tested by Content Analysis method with 100 parts of selected documentary (as tested subject). The testing confirmed that the cultural measurement from this study is able to measure any cultures which were appeared on tested subjects.