THE COMMUNICATION FOR PERCEPTION AND AWARENESS IN FOREST FIRES AND HAZE CONTROL OF PEOPLE IN CHIANG RAI PROVINCE

Abstract

The research aimed to find guidelines for communication to establish the perception and awareness in forest fires and haze control. This was a mixed method of the qualitative and quantitative research. The results of the research appeared that most of the respondents or 56.65% were males, 23.38% were in the aged between 46-55 years old, 42.39% finished the secondary school level. Most of them were agriculturists with 57.71%, 50.13% had unstable monthly income, and 17.83% received the news about the forest fire and haze control from the government officials. The guidelines for the communication consisted of 1) senders who should be chosen from the collaboration and coordination between the relevant agencies and authorities.  The two-way communication should be emphasized in both formal and informal and also in participatory communication.  2) The message contents should be designed by presenting the impacts and the sustainable life change for the people and using strategies to point out the danger and harm.  The contents should be designed by considering the appropriateness for the different target group. The contents should be presented on the contents that people should know at each different time for the whole year to remind and establish the perception and awareness of people regularly. 3) Media/communication channels by using interpersonal communication for example, government officials, using technology for communication such as; radio, wire broadcasting, mobile, and short clips.  4) Lastly, the receivers who are the villagers, children and  youth group.