Capabilities Development of Local Media for Health Communication in North Rural

Abstract

This research aims to study the potential, roles, factors, problems, obstacles, satisfaction and expectation as well as seeking desirable way to use local media for health communication in North Rural for maximize benefit. Tools for collecting research data include (1) Semi-structured interview form for local media executives and semi-structured interview form for the sample population. (2) A questionnaire of the sample population who accessed local media  (3) Content analysis form for local media including local newspapers mainstream radio station community radio station local cable TV and broadcast tower. The sample group was divided into 3 groups, consisting of (1) 10 local media. (2) 20 health communicators and (3) the general public, amounting to 400 people. Using quantitative data analysis, descriptive statistics were analyzed. by frequency, percentage, mean, standard deviation and correlation analysis. Qualitative data analysis by classification, identify and grouping data.

            The research findings were (1) Local media have the potential to executives for the program planning and managing and the proportion of program. The potential for cooperation from government agencies is that government agencies support health information. Local media are easily accessible to the public (2) The role of local media is to inform the news, education and public relations activities or health information to the local people. (3) Factors that cause problems and obstacles in health communication are lacking of freedom of operation because they are under the supervision of the government, Lack of budget makes operation inefficient. (4) People’s overall satisfaction with local media was at a normal level . As for the public expectation, the overall expectation is at a high level. (5) The preferred approaches are as follows: (5.1) Desirable health communication should be ongoing proactive health education and there should be a satisfaction assessment from the people. (5.2) In terms of desirable health content, there should be knowledge about food that causes various diseases. Knowledge of health care in various issues and family knowledge (5.3) Desirable roles include the role of health education, the role of the campaign for immunization against diseases and the role in campaigning and coordinating to raise awareness about health care for themselves and local communities.