Music utilization model for agricultural extension and development in Thailand

Abstract

The objectives of this research to study 1) the tracing of music utilization in the agricultural sector in Thailand. 2) the utilization of music media in agricultural extension and development. 3) the development of music media and model. 4) the evaluation of music media and model. This research was mixed method research. The processes were divided into 4 steps: There were 4 steps: step 1: the tracing of music utilization in the agricultural sector in Thailand; step 2: the study of the music model utilization for agricultural extension and development; step 3: music media development and model in music utilization for agricultural extension and development in Thailand; step 4: satisfaction evaluation of music media and performance of model in music utilization for agricultural extension and development in Thailand. The results of the research revealed that 1) tracing of music utilization in agriculture has 8 components comprised of (1) music society and living condition (2) culture and traditions (3) belief and religion (4) landscape, environment, and weather (5) music genre (6) music elements (7) musical instruments and (8) goal music utilization. The phenomenon that affected this factor and caused the change were such as technology and communication. 2) the agricultural extension officers utilized music media at the moderate level and needed music media at the high level. The appropriate music attributes in agricultural extension and development were such as country music with moderate rhythm which created fun, had the length around 1-3 minutes, emphasized the words for easy to listen and remember for recreation or publication via Facebook, YouTube, Tik Tok, Instagram, Twitter. 3) the development of music media under the name “Kaset Kemkaeng” to be a prototype in music media development process and model development in music utilization for agricultural extension and development in Thailand comprised of (1) factors ..