Volume 1, Number 2, July 2013 Volume 1, Number 2, July 2013

Guidelines for Knowledge Dissemination about Garbage Elimination and Water Treatment through Folk Media under the Laem Pakbia Royal Project at Lablae District, Uttaradit Province

Radee Thanarak & Sirikran Yimprayat Uttaradit Rajabhat University, .

abstract glass filtration and water plants as part of an overall system. This involves The study focuses on the means making models of garbage disposal of successfully using folk wisdom systems so as to promote garbage and local cultural production as a separation and community water means of disseminating information treatment by using lessons drawn from about garbage awareness and elimination. HM the King’s project to foster executive The steps taken to create and enact level environmental management at such a programme are described and the local and community levels. the means of formulating guidelines that might be replicated elsewhere are An important task in doing provided. this has been dissemination of the body of knowleade gained from the communication, cultural Keywords: project by using public relations production, folk media, Uttaradit, techniques in different media such as waste treatment through integrated communications relevant both to the content and to introduction the target group. In 2009, for examle, media and public relations activities Passing on technology based on that were conducted included: 1) research and environmental development dissrmination of news and knowledge from HM the King’s project in Uttaradit through local radio broadcasts, province was a motive for creating brochures, road shows and websites; the Royal Project at Leam Pakbia, 2) local road shows and plays on ‘the Ban Leam District, Petchaburi Province. easy way to eliminate garbage by For seven years, it has conducted a our own hand’s to educate the public project aiming at the study and research through performance (Thanarak, 2009) of science on garbage elimination These public relations activities and community water treatment using have reached the community level to

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elimination and community water treatment using glass filtration and water plants as part of an overall system. This involves making models of garbage disposal systems so as to promote garbage separation and community water treatment by using lessons drawn from HM the King’s project to foster executive level environmental management at the local and community levels.

An important task in doing this has been dissemination of the body of knowledge gained from the project by using public relations techniques in different media such as through integrated communications relevant both to the content and to the target group. In 2009, for example, media and public relations activities that were conducted included: 1) dissemination of news and knowledge through Volume 1, Number 2, July 2013 local radio broadcasts, brochures, road showsVolume and 1, Numberwebsites; 2, July 2) 2013 local road shows and plays on ‘the easy way to eliminate garbage by our own hands’ to educate the public through performance (Thanarak, a certain extent. Experts in commu- to use local media as a means of 2009). nications for development have tried knowledge dissemination. These

Figure 1: Dramatic Production Illustrating “The Easy Way to Eliminate Garbage by Our Own Hands;” source: Authors

These public relations activities have reached the community level to activitiesa certain have extent. aimed Exp toerts incorporate in communi communitycations forlevel, deve ltheopment researchers have all kinds of local life and culture to were interested in the guidelines help villagers understand the pur- concerning knowledge dissemination pose of the shows. Rattikarncha- in the area of garbage elimination and lakron (1994:13) conducted a study water treatment from HM the King’s to identify all the different types of project at Laem-Pak-Bia through the equipment used which have played use of folk media. This study took important roles in various aspects of place in Lablae District in Uttaradit65 development, such as the political, and was a pilot project aimed at giving economic, social, artistic, cultural students a chance to participate and environmental and used them in through integrating their course of seminars and training sessions con- study with the new information and cerning virtue, morale, values and folk media aimed at surveying and interpersonal behaviour. collecting folk media productions in Lablae District, as well as seeking In the context of using folk knowledge concerning garbage media to convey information at the elimination and water treatment.

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research methodology Uttaradit. and procedure - the ‘e-saew- singer groups This study involved participation at Pailom sub-district of Lablae action research (PAR) which mixed district in Uttaradit. both quantitative and qualitative - local dancing with natural research methods and the following dyes in Chaichoompon sub-district, means of data collection. Lablae district in Uttaradit. The first step involved survey- After this was completed, a ing and collecting data about folk media focus group was held between the forms in Lablae District, Uttaradit. research team and possessors of The researchers and assistants local wisdom from the three groups travelled to Lablae and its sub-districts identified above and also students. to interview various people and The subject for discussion was the record basic information about the body of knowledge contained in folk media found. Interviews were the handbook of technology created constructed to be informal in nature, by HM the King’s project and aimed although interviewing guidelines were at the northern region. It was hoped prepared. Data collected yielded five to create a consensus of opinion about folk media categories which were knowledge which could be applied to determined by listening, seeing, all relevant local groups. listening and seeing, tasting and The research team worked discernment. with people in the three local wisdom The second step of the process groups to find ways of merging was to use the information gathered original folk media forms with the about the folk media to create a content aimed at garbage elimination. model that will effectively transmit The third phase of the research information about garbage elimina- involved setting up the stage for tion and water treatment. The first performance of original media part of this process involved taking display using lower secondary level the collected data and employing student groups to test the developed specific random sampling to select model and satisfaction with this those folk media that have actively performance was assessed by question- involved descendants. As a result, naire. The performance receiving the original folk media were divided the highest marks was selected for into three groups: the long drum more intensive further development group located at group 2, Toong-yang so that it would more truly embody sub-district of Lablae district in 50 51 Volume 1, Number 2, July 2013 Volume 1, Number 2, July 2013

the local wisdom. history, Bung-Mai legends, Ban- Cham-Pak-Nam legends, Ban-Ton- The fourth step involved an- Kam legends, Lab-Lae district his- other focus group with all relevant tory, Lab-Lae legends, folkloric stakeholders – researchers, students, songs, Thai orchestra, brass band; local community wisdom experts and garbage and water experts with 2. Seeing: cloth weaving, a view to understanding the means handicrafts, chicken coops, by which an effective model of baskets, bamboo fish containers, information dissemination could be bamboo fishing traps, tong-kong created. brooms, fish net sewing, cooking kilns, ram pan mats, cobweb flags; Qualitative data analysis was conducted by using content analysis 3. Visualizing: cloth weaving, involving basic data on folk media snake poison remedy magic, Buddhist production in Lablae district and dhamma preaching, local wisdom also data analysis involving triangu- (herbal goods production), natural lation of existing data drawn from colour dyeing, spirit mediums, local in - depth interviews and focus plays, pot-hitting blindfold, pebble groups. Quantitative data analysis picking, item-hiding, saba playing, involved the production of descrip- ree-ree-kao-sarn playing, running, tive statistics to interrogate the data shell walking, eating com- collected. petition, replica Buddha image cremation, Buddhist monks chanting findings of parents’ kindness, magic-making doctor, front-house effigy, fruit chanting, The research results are under the teak church crawling, divided into two parts, as follows. long-drum dancing, e-saew songs, villager waking and natural The Results of the Folk Media dyeing local song singing; Survey at Lablae District, Uttaradit 4. Tasting or smelling: dry- The study revealed that the salt flour, vegetable-wrapped rice folk media of nine sub districts in flour, crisp rice cakes, typical Thai Lab- Lae, Uttaradit, comprised 69 omelettes, Thai caramel with sesame, types, both original and applied from palm fruit cake, , dried other areas, which have been divided rice noodles, sticky rice in bamboo, into five categories: rice flour in sugar with cream, pickled 1. Listening: Dan-Mae-Kam- vegetables, fried chopped coconut mixed Man legendary songs, Chang-Moop with caramel, onions, scallions and

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preserved durian; After this, the researcher and 5. Skill performing: kang-plu- assistants, including students majoring ya practice, nam-kunlong - poo - in public relations and media produc- chaodanpractice, hae-nam-kun-long tion, were divided into groups so as ceremony, handicrafts, festivals of to learn from each of the performances. fai-luang, pra-tan-si-la-at annual A consensus of opinions was festival and the bamboo-basket achieved. This led to the creation of festival. guidelines for content conveyance in the specified area and this was Guidelines on Knowledge divided into three steps. The first Dissemination on Garbage Elimi- step involved fostering a mutual nation and Water Treatment learning process among relevant Relevant to HM the King’s Project stakeholders. The second step in- at Laem Pakbia through Folk Media volved the integration of the main These research findings are content with the folk media perfor- divided into five different phases, as mances. This was achieved through follows. finding suitable terms for garbage identification and elimination by In the first phase, the research using a natural form of methodology. team selected visualization as the The third step was to learn through means of further development of mutual performance. The students folk media items because this were tutored by the teachers in the approach enabled both sound and three different techniques and received action to be used to embody the three weeks’ training. After this, the lessons about water and garbage students had become fluent in the treatment desired. Three specific different performances required. areas for further development were identified: applied folk songs of Research Findings of the the pleng e-saew style conducted by Second Phase teacher Soontorn Tangmangme at The stage was set for the Pailom sub-district, the folk dance on folk media performances and the natural dyeing performance led by satisfaction with these was measured teacher Somchai Bongsrichai and Aunt by the means of questionnaires. Srinuan Muagthong at Chaichompon The results of this are as follows. sub-district and, finally, the Nokkamin The audience comprised 99 people, long-drum performance of teacher of whom 79 (79.8%) were women Sornglin Poompon at Toongyang and 20 (20.2%) men. The questionnaire sub-district. was used to check spectators’ satis-

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faction and the survey revealed that This led to the selection of one all items about garbage elimination performance mode for further intensive were graded high by the audience development. The researchers and with understanding at an average students made the cooperative decision level of 4.45 (maximum of 5.00). to select the pleang e-saew Natural Learning about wet/dry/dangerous Garbage Elimination performance for garbage received the highest score further development. This was because of 4.53. In the case of application, more content was embedded in the satisfaction levels averaged 4.44. performance and it was easier for The highest score (4.47) was recorded the audience to remember. The words for everyday garbage separation. lent themselves well to various kinds For the performance itself, an average of physical movement and the score of 4.43 was recorded, while performance itself was considered to the pleang e-saew Natural Method offer more opportunities for fun. The of Garbage Elimination received 4.41 researchers and local experts studied and the performance of Long Drum the issue further together and the Garbage Recycling received the garbage elimination information was same score. The Folk Dance for reduced to single content pieces which Natural Garbage Elimination received were individually itemized for ranking 4.35. Overall, management of the folk in order. The relevant content words performances received a score of 4.30 were converted to rhyming terms to and the atmosphere of performances make them easier to remember – ‘e-saew, received 4.38. tengam, ramkiew and choi.’ Once this had been established, the rehearsals In terms of domain analysis, took place and were video-recorded so knowledge and understanding about that the performance could be played garbage elimination received 4.45, back for all stakeholders to watch the application of knowledge received and consider. 4.44, learning the content of the performance received 4.43 and the The final phase involved the lowest score, 4.30, was received for formulation of recommendations and overall management of the perfor- guidelines for future practice based mance. on the research conducted. Among the spectators, 33 In terms of the capability of (33.3%) were interested in becoming a using original folk media to convey young leader in disseminating know- information, the focus groups and ledge on garbage elimination water other research activities indicated treatment, while the remaining 66 that there were both weak and strong spectators (66.7%) were not interested. points. The strong points were

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that it integrated folk media and Guidelines for Formulating information that was difficult to a Body of Knowledge for Dissemination understand in a way that made it via Folk Media easier to comprehend and that the The research provided some approach could be applied easily guidelines for the formulation of a body and quickly. Among the weak points of knowledge for dissemination via were that the performance was too folk media. First, the purpose of the long so the audience lost interest, presentation should be carefully the model was not concise and was considered when planning the perfor- not always clear in covering the mance. The performance might be main points, while it was evident to promote knowledge, for motivation that the actors were not professional. or encouraging a certain attitude. The following factors were This is important because different considered very important for types of folk media are more suitable communication and to persuade the for different purposes. For example, audience to listen and change their if a folk song approach is used, behaviour were: first, the actors, then this would be successful up to second, the mode of performance, a certain point but there is a limit to third, the style of performance, what the acting might achieve. However, fourth, the means of conveying the that approach might be successful in message and finally the duration creating a positive attitude towards of the performance. the natural approach to garbage elimination which might then change There were some problems and behaviour. obstacles in using folk media as tools to convey knowledge. The content Second, it is necessary to should not be too difficult and analyse all important stakeholders rewriting and planning had to be involved in the process. This includes carefully considered. Secondly, the community leaders, groups of people target group should be carefully who cause garbage, garbage elimination analysed while designing the content groups and agricultural groups involved of the media. with using chemical fertilizers and waste water. These groups should be analysed in-depth with respect to demographic factors such as gender, age, education, economic status, taste and values. Attention should be given to ranking the groups in order of importance.

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The content employed should The location of the performance be targeted to the specific location, should also be considered and one since folk customs vary from place suitable place would be a community to place. centre, when one is available. After the event has taken place, there For each project, content should be some measurement of the should be prepared separately and impact of the performance, in terms completely. For example, content of enjoyment of the performance, should be ranked in importance based amount of information conveyed, on the individual audience. This might persuasive capability and the impact have the causes of garbage first, the on behaviour in the future. This classification of garbage second and measurement should be integrated the methodology for eliminating into a longer-term campaign in garbage third. When using the which the information is repeated concrete box, this should be covered and incorporated into other media. in comprehensive detail and the performance should add an emotional These guidelines can be used element to the explanation. The to create an S-M-C-R model to performance should have more represent the model required (see additional aids to help people to Figure 1 below). understand and to be persuaded. The second phase then covers the discussion more advanced form of technology that includes applied concrete, ready- Folk media production varies made concrete box and plastic basket from locality to locality. Lablae district and earth covering technology. has nine sub-districts and some of these have their own distinct forms: Additional activities should for example, Chaichoompon sub-district be developed to take place around the has an original folk dance style with performance and to complement cloth dyeing which has been handed it. These might include other types down through the generations, although of performance, competitions and few people know about it these days. demonstrations that enhance the Consequently, even putting knowledge ability of people to understand about garbage elimination into the song complex issues. In particular, it is did not help people to enjoy the necessary to devote more efforts performance. By contrast, the nok-ka-min to improving the dialogue, both the long drum performancefrom Tungyang lyrics of the song and spoken village and the adapted folk songs dialogue, to provide better explanations which combined boat songs, ad libbed of the issues it is wanted to convey. songs and rice harvesting songs from

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the central Thailand region were Adding some garbage elimination enthusiastically received and popular content into this song and that was among villages in Pailom subdistrict. very successful.

Continuation of Presentation and Campaign

Content preparation. - Covering, Complete, correct - Purpose response Integration of presenter - appropriate ranking Decision process of audience Realm, educational Selection of folk media 1. data sector, state supporter/ application in locality. acknowledgement/satisfact activist and project Creation of Playing Model 1. database investigation ion dissemination 1. main factor of folk media playing of folk media in local. 2. understanding, (actor), model, duration, role 2. Selection of folk agreement 2. additional aids (explanation and media, that still has 3. attitude change demonstration/other folk coordinators and 4. behaviour adjustment songs/completion/ demonstration followers, which easy to 5. being campaign regular Analysis of purpose of etc) reach people. Volume 1, Number 2, July 2013 body of knowledge dissemination K = Knowledge Role creation Locality for playing A= Attitude 1. main singing lines. 1. suitable for target group P = Practice 2. conversational lines. 2. community centre 3. playing style promotion.

Presentation Trial for evaluation and revival / Purposive evaluation (KAP)

75 Figure 1: S-M-C-R Model of Information Dissemination; source: Original Research

This follows the ideas of The researchers believe that Jenpob Jobkrabucenwan (1981:45-6) folk media are suitable means of who argued for using folk media promoting information about garbage seriously since the time that Marshall elimination. Integrating knowledge Pibun Piboonsongkra was Prime into folk media was successfully Minister. He used the Thai Likay achieved and local people were folk opera as a means to fight receptive to the approach. This confirms against communism. There were as the study of Kaewtip et al. (2006), many as 400 Likay actors at that which showed that folk media could time and the style was very popular be used to disseminate knowledge among local Thai people and it had and help in environmental development. been used to inform people about That study used the Tob-pap dance government messages concerning and the Sabad-chai drumming patterns communism with some success. This to encourage people to take exercise strategy remains in use until the for health purposes. Other forms of present day. The state has employed folk media were employed to merge fiddle songs in the North, luktung culture and physical exercise. This folk singers in the Northeast, Likay had the additional advantage of in the central region and improved improving cooperation and mutual song and Menorah shadow and communication among people at puppet drama in the South of Thailand. the community level. This is an

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approach that has been used to be a message sender? Comparing elsewhere, for example in Ghana, villagers with professional media and where it has been used in the fight state personnel, what was the ratio of against the spread of HIV/AIDS. incidence of message sending? Did That effort involved dancing, singing, the content of a message reflect the drumming and story-telling. It worked reality of the community? It may be well and led to changes in behaviour assumed that traditional communication (Panford, 2001). In China, Mao Zedong modes will be more convenient for used folk media such as singing villagers than newer modes with which to motivate people to accept and they are not familiar. Irrespective of embrace the revolution (Howard, how the community participated, 1987:7). Consequently, it may be feedback remains very important concluded that folk media can be for participatory communications. accepted as a suitable means of Guidelines for the primary communi- conveying information and bringing cative process should include both about change. the senders of messages and their recipients. Educational sector institu- In the current project, all steps tions such as Uttaradit Rajabhat of integrated communication had to University and target school groups, be used. The research used partici- together with the state sector, activists patory methodology, since it started and others should all join the with the cooperative exploration of campaign in order to maximize existing local folk media. It was the likelihood of success of the based on open discussions of all actual dissemination. aspects of the development process by scholars, local people, experts, The research process indicated researchers and students. The most the way that the guidelines should be effective means of doing this was produced. This process coincides outlined by Kaewtip, 2000:53-8). with Berrigan (1972), who observed First, set the level of communication that community media had to be goals, generally in three levels: the available to the public at all times message receiver or user in the form and that people could take various of sender or producer within policy roles in media communications at and setting; the method of two-way different times. Thai scholars have communication allowing more freedom furthered these insights and this of response and participation than has been additionally built upon would otherwise be the case; the origin in this study. From what has been of the message. In this community said. Kaewtip (2000:62-4) suggested setting, did the people get the chance that ensuring the successful use of

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community media relied on: 1) to Develop for Communications political back up; 2) the right idea Community Documentation at the of ‘development’ should provides Annual Meeting with the Community chances of continuation of converse of a “Community Thailand Wave of exchange; 3) flexibility was a must; Change,” address given on May 4) local people should support the 30-31st, 2006, at the Celebration programme; 5) staff had to be Hall, Uttaradit. well-trained for the task; 6) emancipator system should have high Panford, Solomon, Maud Ofori capability; 7) appropriate technology Nyaney, Samuel Opoku Amoah & should be available and 8) communi- Nana Garbra Aidoo (2001). “Using cations should continue. Folk Media in HIV/AIDS Prevention in Rural Ghana,” American Journal of Public Health, 91(10), 1559-62. bibliography Rattikarnchalakron, Sripan (1994), Berrigan, F.J. (1979), Access and The Role of Folk Media in Phrapradaeng Participation, Paris: UNESCO. Mon Culture. Unpublished Master’s Howard, Roger (1978), Contemporary Thesis in Communication Arts, Chinese Theatre, Hong Kong: Bangkok: Chulalongkorn University. Heinemann Educational Books. Thanarak, Radee (2009), Report on Jobkrabucenwan, Jenpob (1981), Likay the Project to Promote Dissemination from “Dok-Din” to “Houm - Huen,” of Knowledge: Waste and Waste Bangkok: Chowpraya (in Thai). Water Treatment Works, Laem Phak Bia, Technology Transfer Centre, Kaewtip, Karnjana (2000), Community Waste Disposal and Wastewater Media: Computer Knowledge, Bangkok: Treatment Works in the North The Thailand Research Fund. Kaewtip, East. Uttaradit: Uttaradit Rajabhat Karnjana et al. (2006),“Communication University. with the Community: the Core Concepts

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