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- Media Exposure to Farmers' Knowledge on the "King's New Theory": Pak...
Media Exposure to Farmers' Knowledge on the "King's New Theory": Pak Thong Chai District, Nakhon Ratchasima Province
Abstract:
This research aimed to study the relationship between farmers’ demographic data, media exposure, and farmers’ media exposure on the “King’s New Theory” and their knowledge on the “King’s New Theory”. An interview questionnaire was used to collect data from 242 households in Moo 14, Baan Chatmongkol Village and Moo 1, Baan Khoksira Village in Thongchai-Nua Sub district, Pak Thong Chai District, Nakhon Ratchasima Province. Data were analyzed and presented through percentage and arithmetic means. The hypotheses were tested through Chi-square at 0.05 level of significance.
The results showed that most farmers were male, with an average age of 49 years old, and had educational attainment of up to elementary level. The average family income from agricultural production was at THB5,135.37 per month. About two-thirds (62.80%) had income from other occupations, mostly off-farm works. Television was the medium that most farmers were exposed to. It was also the medium where most farmers obtain some knowledge. Farmers’ knowledge on the “King’s New Theory” was average.
Factors affecting farmer’s knowledge on the “King’s New Theory” were farmers’ participation in the “King’s New Theory” activities and local media exposure. This indicates an opportunity for more intensive information and public education campaign to raise farmers’ knowledge on specific aspect of the “King’s New Theory”. The information campaign should include very focused and specific information.
