การวิจัยและพัฒนารูปแบบการรู้เท่าทันสื่อโฆษณาของธุรกิจจำหน่ายอาหารฟาสต์ฟู้ด และอาหารขยะในเด็กวัยเรียน อำเภอเขาชัยสน จังหวัดพัทลุง

บทคัดย่อ

The objectives of this research were to develop and investigate effectiveness of a model of advertising media literacy in fast food and junk food business among school children using a research and development process consisting of 7 steps as follows. 1) Analysis, 2) Backward design learning units and development of media literacy using the problem-based learning approach with emphasis on activities, 3) Lack of fit testing, 4) Pilot study, 5) Development and improvement, 6) Field testing, and 7) Model evaluation using pretest-posttest control group design. The sample groups were first grade students in the second semester of the academic year 2017 of 8 schools under the Office of Basic Education Commission (OBEC), Khao Chaison District, Phatthalung Province. Simple random sampling was employed to select 114 students from 4 schools for the control group, and the other group of 115 students for the experimental group from the other 2 schools. The experiment comprised two sessions, each consisting of 3 periods totaling 6 periods. Data analysis was conducted using T-test.
The study found that 1) the model of advertising media literacy in fast food and junk food business among school children in Khao Chaison District, Phatthalung Province consisted of 5 important steps: preparing the learners, encountering the problem, concluding and presenting the findings, reflecting the learning results, and evaluation; and 2) regarding model effectiveness, it was found that the score for advertising media literacy of the experimental group after the experiment was significantly higher than that before the experiment, and higher than that of the control group (p<.05).