Model of Using New Media for Extension and Development of Marine Shrimp Culture in Thailand

Abstract

The objectives of this research were to 1) study the context, problem conditions, and needs for promoting the use of new media among marine shrimp farmers in Thailand, 2) study the basic personal, economic and social conditions, the use of media and new media and opinions about factors related to the use of new media among farmers, 3) study knowledge, attitudes, practices and factors related to knowledge, attitudes, and practices in the use of new media, 4) analyze and synthesize the components of the new media use model, and 5) develop and evaluate a model for new media use to promote and develop marine shrimp farming in Thailand. The population included 40,983 marine shrimp farmers in Thailand. The sample size of 276 farmers was determined by using Taro Yamane's formula with an error of 0.06. The sample was sampled according to the proportion of farmers in each region. Data were collected through interviews. For model development and evaluation, the sample consisted of 12 experts and 40 farmers. Qualitative data were analyzed using content analysis, while quantitative data were analyzed by using descriptive statistics and multiple regression analysis.

The finding revealed that 1) farmers utilized communication technologies such as the Internet of Things, Database management system, Social media use and Applications for raising marine shrimp; however, challenges remained in using new media in terms of sender, message, channel, and receivers. 2) the majority of farmers were male, with an average age of 47.17 years, an education level below a bachelor's degree, and an average of 12.02 years of experience in raising marine shrimp. Most of them were not members of farmer groups/institutions. They received news from farmer friends, training seminars, various activities, and Facebook media pages; 3) regarding new media use for shrimp farming promotion and development, farmers demonstrated high level of knowledge and attitude, with the highest level of practices. Related factors included gender, age, educational level, membership in groups and institutions, and the use of Facebook page, YouTube, and websites; 4) Components related to the use of new media, including appropriate sender, messages, communication channels, and receivers, help to make communication about shrimp culture farming effectiveness and consistent with the needs and interests of target farmers; and (5) the developed new media usage model for extension and development of marine shrimp culture in Thailand comprised the components of sender, message, communication channel, and receiver. Model evaluation showed that input and process components were rated at the highest level, while output/outcome components were rated at a high level.