Media Development Guidelines for Knowledge Transfer on Rice Farming in The Community: Case Study Khuan Ru Sub-District, Rattaphum District, Songkhla Province

Abstract

     The main objective of this study was to develop media for the transfer of knowledge about rice farming in the community case study in Khuan Ru Sub-district, Rattaphum District, Songkhla Province. The sample group consisted of the chairman and committee of the community rice mill group, local wisdom men and the community rice mill group committee by purposive selection. The sample group used in the media experiment consisted of 120 people living in Khuan Ru Sub-district, Rattaphum District by simple random sampling. The research instruments included group discussion, an interview structure, a media quality assessment form, a learning achievement test, and a media satisfaction assessment form. Data were analyzed with descriptive statistics of frequency and percentage, E1/E2 (85/85) efficiency index and t-test. The results showed that the community needs to used poster, brochures and video. The quality assessment of the developed media by the experts revealed that the multimedia was appropriate at the high level with the rating mean of 4.18. The developed media was efficient at 84.22/85.50 which was higher than the 85/85 criterion. The comparison result of learning achievement scores before and after learning from the media revealed that the post-learning mean score was higher than its pre-learning counterpart at the .01 level of statistical significance. The satisfaction with the multimedia for the knowledge transfer of the community’s rice farming was at the highest level and the mean is 4.23. It can be concluded that the developed media for the knowledge transfer of the community’s rice farming can be applied with the target group efficiently.