FACTORS AFFECTING POLITICAL MEDIA LITERACY OF PEOPLE IN URBAN AND SUBURBAN AREA OF CHIANG RAI PROVINCE
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Abstract
The objectives of this research were to examine the media literacy of people in urban and suburban area of Chiang Rai Province, and to investigate the factors affecting the political media literacy of the people in urban and suburban area of Chiang Rai Province. This research recruited 400 samples to participate in the survey. The results showed that media literacy of the sample group was found at the moderate level. The sub-categories of media literacy on politics including accessibility and analysis were found at low level while critism was at moderate level. The sample group in urban area held higher level of media literacy than those in suburban area. The t-test investigation showed that media literacy of people in urban and suburban area indicated significant difference at the confidence level of .01. The factors affecting media literacy based on analysis of the media literacy model on politics of people in Chiang Rai Province indicated that the model agreed with the emperical information at good level. The characteristics of population in the model could describe the relationship on politics at 29%. Also, the characteristics of population and the relationship within the model could describe media literacy on politics at 29%.
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