Communication Role of Positive Deviant and the Diffusion Concept of Cycling in Thai Bicycle Community
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Abstract
This research has two objectives 1. To study the communication role of positive deviants in Thai bicycle community and the diffusion concept of bicycle riding 2. To identify the role of mass media and new media affective the wide spread stories of positive deviant in Thai bicycle community to the public.
Positive deviance and media role for social change are being employed to be the framework of this study. This qualitative research uses in-depth interview and observation with positive deviants in different Thai bicycle communities. The results indicate that 1, the communication role of Positive deviants under the concept of law of the few are 1.1 Maven which can be divided into knowledge collector and knowledge implementer for social change, 1.2 Connector which can be divided into the ability to diffuse, the passion, the creativity, and the credibility; 2. Roles of media and new media are 1. Information provider, 2. Persuasion, 3. Collaboration, 4. Awareness, 5. Agenda setter to policy change, 6. Public Consciousness, 7. Surveillance, 8. Expression, and 9. Inspiration
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References
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