การสื่อสารเพื่อขับเคลื่อนสังคมสีเขียว ของสํานักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ

Abstract

The study of “The Communication to Mobilize Green Society of Office of the National Economic and Social Development Board” is a type of qualitative research methods by analyzing data from related documentation during 3 Years (2010-2012) and in-depth interviews of the representatives from Development Evaluation and Communication Office(DECO); National Economic and Social Development Board(NESDB) and the member groups based on 7 issues of Green Society which are Agriculture, Industry, Tourism, Transportation and Energy, Green Innovation, Social Innovation, and Coping with Disasters beneath Green growth. The result of this research found that

1) The stage of operation is 1.NESDB summarizes the opinion and suggestion drafted from all member and submits to Council of Ministers. 2.NESDB appoints Green Society Development Committee by the agreement of Council of Ministers. 3.Host unit cooperates with other sectors (National Committee, Ministry, and Province). 4.Monitoring and Evaluation. The operation uses a kind of bottom-up communication. The diffusion process composed of : 1. Various communication channel. 2.Personal channel or chief executives joined in brainstorming in different events hosted by other organizations. 3.Mass communication. 4.Operations research by NESDB and co-studying with other sectors.

2) 5 types of network which help NESDB choosing operational channels, consist of 1.Subcommittee to mobilize Plan 11th (2012-2016) 2.Network based on 7 issues of Green Society 3.Network in each sector (government sector, private sector, civil society sector, and academic sector). 4.Provincial Network consists of provincial and local area. 5.Green Society Development Committee.

3) Communication process of network based on 7 issues of Green Society This loose network is a kind that NESDB needs collaboration from all member; government and mostly non-government sectors which most of them have continuously operated mobilizing in each issue before. While government sector has prominent point in durability, other sectors also has strong point in their authentic interest in green issue. Network building process is constructed through complementary strategy. Network also has mixed communication form between vertical (government sector) and horizontal (not government sectors).

4) The contextual factors which influence communication process of network including Support factors:(1) Awareness (2) Organization, Host, Leadership of network (3) Communication. Obstacle factors:(1) Understanding and Awareness (2) Organization, Network mobilization (3) Economy and Law.