Phranakhon Rajabhat Research Journal : Humanities and Social Sciences

THE BENEFITS AND CHALLENGES FOR SCHOOL COUNSELORS AS THAI NATIONALS AND FORMER INTERNATIONAL STUDENTS WORKING IN INTERNATIONAL SCHOOLS IN BANGKOK

Raveewan Sethi — 2024-06-30

The study explored the perceived benefits and challenges for school counselors, who identify as host country nationals and local international school graduates, when counseling Thai nationals in international schools in Bangkok using a phenomenological qualitative approach. This study aimed to fill the gap in exploring the area of similar student-counselor membership group identities, perceived benefits and challenges these similarities have on the practicing counselors’ counseling process with their students, and how these school counselors manage the challenges they face. Participants of this study include four individuals who have currently been engaged as a school counselor in an international school in Bangkok for at least one year, were Thai nationals, had attended an international school in Bangkok for a minimum of six years, had graduated from an international school in Bangkok receiving a High School Diploma, had a minimum qualification of a master’s degree in counseling psychology, and had participated in the interview in English. The data was analyzed using thematic analysis. Five themes emerged: respondents’ narratives on experiences in the role, membership group identity similarities between respondents and students, perceived benefits of identity and qualifications of and by respondents in the role of a school counselor in an international school setting, challenges, and respondents’ strategies for managing challenges. This study suggests ways for new, current, and future practitioners and international schools, to consider the results of this study when working in such positions and hiring such individuals. Further exploration from the perspectives of host country students is recommended.

STUDY THE PROCESS OF STUDENT RECRUITMENT FORM IN SCIENCE-BASED TECHNOLOGY DEMONSTRATION CLASSES UNDER THE SUPERVISION OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY LANNA, CHIANG RAI

Pongsook Srichai — 2024-06-30

The objectives of this research were 1) to comprehend the situation of student enrollment in a science-based technology demonstration classes and 2) to synthesize the appropriate model for the student enrollment process in a science-based technology demonstration class. The sample used in the research was Chief Executive Officers, curriculum heads, lecturers, mentors, staffs, and 30 students. The research tools were interviews and group focus discussions The statistics used for data analysis was content analysis.

The research results were

1). Student enrollment situation: The university exhibits have strengths and opportunities as are selling points for parents and students, especially in specialized professional education, producing skilled graduates for industry, fostering personnel specialized knowledge, and having a modern laboratory. However, weaknesses and threats include the remote location of the university and increased competition in student enrollment. Proposed solutions involve policy setting and short-term and long-term enrollment strategies.) As for weakness and threats, the university’s location is far from the city and competition in student admissions has increased. Guidelines for solving recruitment problems by setting policies and planning strategies for student recruitment, both short-term and long-term planning.

2. Appropriate student enrollment process model suggested a diversified approach encompassing both online and offline methods with varied and easily accessible up-to-date information dissemination, contemporary communication language that is concise and clear, prompt response mechanisms, and proactive engagement with education institutions. Additionally, there is a necessity for a mobile unit for enrollment and a staff equipped who understand marketing strategies.

COMMUNITY ENTERPRISE POTENTIAL DEVELOPMENT AND MANAGEMENT OF ORGANIC AGRICULTURAL PRODUCTS: A CASE STUDY OF U-THONG ORGANIC AGRICULTURE COMMUNITY ENTERPRISE SUPHANBURI PROVINCE

Trimas Phunphon — 2024-06-30

This research aimed to promote the potential development of community enterprises through the process of using innovation in development to promote cooperation with the organic farming community enterprise promotion mechanism in the area of U-Thong district, Suphanburi Province.

The research was participatory action research and quantitative research. The samples used in the study were key informants of the 4 groups of community enterprise members, namely 1) U-Thong Organic Agriculture Promotion Group Community Enterprise 2) Ban Don Tower Roi Rak Product Community Enterprise 3) Ban Don Takhian Promotion Community Enterprise and 4) Ban Dong Yen Agroforestry Community Enterprise and 15-20 government officials. The research results found as That:

1. Development of management potential of organic agriculture community enterprises at the group and individual levels were done by tripartite network (Community enterprise groups, academics, government agencies) to set guidelines for development by using the concept of 5 IN (Innovation) to drive through the innovation mix (Creative, inspirational, independent thinking, modern, and love what you do), encouraged members to have the opportunity to trade and develop through a supportive system of co-dependent resource substitution processing of organic products, organizing an organic market and creating awareness of community enterprises through district-level stages to drive sustainability in the future of the country area.

2. Development of community enterprise potential for sustainability started by promoting a participatory process using social networking mechanisms as well as the exchange of knowledge. These would lead to the development and mutual support in the form of network members and helped promote the concept of community product transformation, product packaging development, and product distribution channels which would develop into a sustainable learning community.

EFFECTS OF REDUCED FOREIGN TOURISM ON THE OPERATIONS OF YAOWARAT SMALL RESTAURANTS AMID COVID-19: A CASE STUDY

Thao Pham Nguyet — 2024-06-30

The COVID-19 pandemic caused a global health crisis and had a significant impact on businesses, particularly small restaurant businesses in Bangkok's Yaowarat Road area. This study examined the effects of the pandemic on small restaurant operations in this location and aimed to understand owners' perceptions of the impact of reduced foreign tourism on their businesses. Data was collected through a quantitative survey (n=75) and short interviews with restaurant owners, and statistical analysis was conducted using descriptive analysis, paired sample t-tests, and Pearson correlation analysis. The study found that the decline in foreign tourists and operational restrictions significantly affected small restaurant operations in terms of fewer customers, less revenue, and less employee work time. This study's finding offers insights into specific government programs that were deemed most helpful to these small businesses such as Lower Social Security Contributions and We Travel Together (Rao Tiew Duay Kan) Program. Recently the program We Travel Together has been extended to help businesses recover from the pandemic.

TEACHING GUIDELINES TO PROMOTE THE USE OF ENGLISH FOR COMMUNICATION OF UNIVERSITIES IN PATHUM THANI PROVINCE

Tanuya Petsong — 2024-06-30

The objectives of this research were 1. to study the problems of using English for communication in the classroom. 2. to study satisfaction with learning English for communication in the classroom. 3. to propose teaching methods to promote the use of English for communication in the classroom. This research was a mixed method research. Qualitative research collected data through interviews and open-ended questionnaires to study problems in the use of English for communication in the classroom and to propose teaching methods to promote the use of English for communication in the classroom. In addition, the researcher used quantitative research to collect data by using questionnaires to study satisfaction with learning English for communication in the classroom by collecting from students at universities in Pathum Thani Province total 400 people.

The results of the study showed that regarding to the problems in using English for classroom communication. It was found that there were too many students in the classroom, anxiety in using language to communicate with their classmates, time preparation for communication and selecting appropriate topics. 2. The level of opinions of students regarding their satisfaction in learning English for communication in the classroom, it was at a high level. Considering each aspect, teacher was at the highest average followed by learning content, teaching media, classroom activities and teaching and learning evaluation respectively 3. According to the guidelines, it was found that there were 5 guidelines proposed in terms of teaching and learning to promote the use of English for communication, namely: 1. designing classroom size with appropriateness, organizing time preparation for students, creating activities outside the classroom to promote and support students’ learning from the environment to create motivation. Lastly, speaking teachers should be a good role model in the use of language.

A STUDY OF DIFFERENCES BETWEEN PRODUCER AND CONSUMER GROUPS REGARDING PRODUCT PUBLICITY IN ONE TAMBON ONE PRODUCT CASE STUDY HAND WOVEN SILK PRODUCT OF SA KAEO PROVINCE

Boonyarit Sripan — 2024-06-30

This research aims to compare the differing factors between producers and consumers regarding the product public relations of One Tambon One Product. The case study focuses on hand-woven silk products from Sa Kaeo province. The sample groups used include members of the entrepreneurial community, customers, and individuals interested in hand-woven silk products. Data was collected using a questionnaire as the primary tool through an online survey conducted from June 1st, 2023, to August 31st, 2023, resulting in a collection of 150 sets. The statistics used to analyze the data consist of descriptive statistics, including percentages, averages, and standard deviations. The relationship between variables was tested using a comparative method among variable groups. The analysis employed Chi-square to categorize based on factors related to communication channels and perceptions of information received from the product public relations of hand-woven silk products.

This research results revealed that factors related to communication channels through social media significantly influence product public relations. Moreover, regarding the perception of product information, respondents had varying opinions on product public relations. These differences included perceptions regarding product reliability, price perception, and the perceived distinctiveness of the product. This suggests that the One Tambon One Product group specializing in hand-woven silk in Sa Kaeo Province needs to enhance their products to align better with public relations requirements. Such improvements could consistently impact the sales of hand-woven silk products over time.

GUIDELINES FOR BUILDING INFORMATION MODELING TO EVALUATE EARLY MODERN HERITAGE: THE CASE STUDY OF FACULTY OF HUMANITIES BUILDING PHRANAKON RAJABHAT UNIVERSITY, BANGKOK

Waranyoo Siriwan — 2024-06-30

Heritage Building Information Modeling (HBIM) is defined as a digital technology process used to present building conservation projects in a virtual built environment by allowing multiple disciplines, including architecture. Engineering and construction (AEC) which can integrate with the local historical context. HBIM manages architectural elements that has specific artistic characteristics and historical background which are embedded in the old building. The research aim is to study the use of building information models to manage heritage information to evaluate the value of heritage buildings. The research methodology includes conducting tests to assess the value of heritage buildings. By modeling information on heritage buildings through case studies that have a modern architectural style from the beginning of the 20th century in Bangkok. In the research, it selected the Faculty of Humanities building in Pharmakon Rajabhat University as a paradigm. The research tests HBIM potential to determine the quality and validity of building information under DOCOMOMO International's criteria for evaluating buildings in early 20th century modern architecture.

Results of HBIM evaluating the value of heritage buildings found that HBIM helps explain and analyze intrinsic values through comparisons between the regenerative information model and the remaining original building case study in 3 perspectives consisting of Technical, social and cultural aspects. Results from the research are beneficial to validating heritage building in science, and help manage modern architectural local heritage and its characteristics.

LOCAL ADMINISTRATIVE ORGANIZATION REGULATION BY PARLIAMENT THROUGH THE INTERPELLATION OF MEMBER OF THE HOUSE OF REPRESENTATIVES

Aroon Kayanha — 2024-06-30

The objectives of this research were to 1) explore the interpellation of member of the House of Representatives regarding the operation of Bangkok Metropolitan Administrations during B.E. 2562-2564 2) study the operational guidelines of Bangkok Metropolitan Administrations from interpellation answer of executive (cabinet) and 3) study the Bangkok Metropolitan Administrations performance according to designated guidelines. By using qualitative research approach, using structure interview to collect data, and then analyzing the descriptive data. The results of the research were as follow: interpellation of member of the House of Representatives regarding the operation problems of Bangkok Metropolitan Administrations during B.E. 2562-2564, found that there are only a small portion of all interpellations. While the operational guidelines clarity of Bangkok Metropolitan Administrations depends on rules, orders or administrative acts, and the guidelines from the answers of the executive (Cabinet) has been adapted as a guideline for operations due to the answers of the executive affect the performance of the administrative. The Bangkok Metropolitan Administrations performance according to the assigned guidelines mostly follow rules and orders through adjustments to action plans or some agencies may create a manual to guide their operation.

LEGAL DEVELOPMENT FOR THE PROMOTION OF SMALL BUSINESS IN AGRICULTURAL PRODUCT PROCESSING INDUSTRY

Vichai Thosuwonchinda — 2024-06-30

This research aimed to develop concerning Laws on Agricultural Product Processing Industry to promote small business by analyzing problems and obstruction which affect to small business in this industry. Methodology of the research included document analysis of Laws in Thailand and other countries for comparison, quantitative research with 300 questionnaires, quality research with 100 in-depth interviews with people concerned and 12 focus groups cover all parts of the country.

The results showed that there were many Laws concerning agricultural product processing industry but most of them were insufficient in implementation and control which made Thai agricultural product unable to reach international standard. The small business had problems to follow the Law due to lacking of fund and personnel. Beside, Thailand had no Law on organic farming, GMO agricultural product and e-commerce through platform. The owner of e-commerce platform also had no responsibility to consumer’s damages. The Government was suggested to revise Laws concerning agricultural product processing industry up to international standard with effective implementation. Small business should be supported to such standard and new Law on organic farming, GMO agricultural product and ecommerce through platform should be enacted.

TREATISE IN THE REIGN OF KING RAMA 3 : CONTENTS AND CONCEPTS

Sairung Piananurak — 2024-06-30

This article aims to study the content and concepts in the treatise written during the reign of King Rama 3 by studying 12 of them. Cindamani; the edition of Somdetphramahasamanachaokromphra Paramanuchitchinorot, Cindamani; the edition of Krommaluang, Wongsathiratsanit, Prathom ko ka, Prathom ko ka had an, Pathommala, Sueakho Ko ka, Srisawat Wat, Kap Phra Chaisuriya, khamklornbanyaithamthiabduaitua ko kho, Tamra Chan Wannaphruet, Tamra Chan Mattraphruet and Plengyaokonlabod. The study found that the content of literature written in the reign of King Rama 3 consists of the reading and writing and composition principles content which show the ideas of the student conduct and learning method. It was found that in terms of the concept of conduct that cover the behavior guidelines that knowledge, living, working, practicing according to Buddhist principles, and not getting involved with drugs are given precedence. Moreover, the concept of the student learning method found an educational method that emphasizes memorization and teacher center that emphasizes the teacher instruction obedience. The content and concept in textbook literature during the reign of King Rama 3 were related to the social context of that time. This resulted in content and concepts that were different from textbook literature of the previous era and influenced changes to textbook literature of the later period.

THE STRATEGIC LEADERSHIP OF SCHOOL ADMINISTRATORS FROM THE PERSPECTIVES OF TEACHERS IN SAMUT PRAKAN SECONDARY EDUCATIONAL SERVICE AREA

Arin Sanguanwong — 2024-06-30

This survey research aimed to study and compare the strategic leadership of School administrators from the perspectives of teachers in Samut Prakan Secondary Educational Service Area, categorized by educational backgrounds, academic standings, and teaching experience. The research samples were 322 teachers in Samut Prakan Secondary Educational Service Area in the academic year 2023. The sample size was determined by Cohen, Marion, and Morrison’s table at 95% reliability before applying cluster random sampling and simple random sampling, respectively. The research tool was the “Teachers’ Perspectives on the Strategic Leadership of Schools’ Administrators” questionnaire with 0.914 reliability. Statistics used in this research were mean, standard deviation, t-test, and one-way ANOVA. Research results showed: 1) The teachers had highly perceived the strategic leadership of school administrators overall and in each aspect. 2) When comparing teachers’ opinion about the strategic leadership of school administrators, it was found that 2.1) teachers with different educational backgrounds have no various perceptions of the strategic leadership of school administrators overall and in each aspect; 2.2) in Almost all aspects, teachers with different academic standings had statistically significantly different perceptions at 0.5 level of the strategic leadership of school administrators, except determining organisational and strategic direction aspect has a similar perception; and 2.3) teachers with different teaching experiences had the same perception of the strategic leadership of school administrators overall and in each aspect.

DEVELOPMENT OF ENGLISH LANGUAGE SKILLS TRAINING CURRICULUM FOR NON-ENGLISH MAJOR TEACHERS IN ONGKHARAK SCHOOL IN NAKHON NAYOK PROVINCE

Chanisa Dathumma — 2024-06-30

The implications of English as a global language play a significant role in the context of English language teaching and learning in the present. It is crucial for all teachers, not only those who are majoring in English but also those in other fields, to be able to use English and encourage students to learn English within their specific disciplines. This present study aims to investigate the problems and needs for developing an English language skills training curriculum. Additionally, it seeks to examine and compare the learning achievements and satisfaction of 71 non-English major teachers in Ongkharak School, Nakhon Nayok Province, concerning the application of the training curriculum. A mixed-methods approach involving both qualitative and quantitative data analysis was employed. The results revealed that the respondents/participants had moderate levels of difficulty in all English language skills overall, and the highest mean average score was found in listening skills. Regarding the need to develop English language skills, the respondents expressed a high average level of desire to improve their listening skills, while they revealed neutral average levels of need to improve their speaking, reading, and writing skills in different ways. However, their post-test results demonstrated a significant improvement compared to the pre-test, with a significance level of 0.05. Moreover, the participants expressed high levels of satisfaction with the training conducted.

FACTORS AFFECTING THE DECISION TO TRAVEL IN THA KRADAN SUB-DISTRICT, SISAWAT DISTRICT, KANCHANABURI PROVINCE

Atitaya Hitakarun — 2024-06-30

The study is quantitative and was conducted on a sample group of tourists who traveled to Tha Kra Dan Subdistrict, Srisawat District, Kanchanaburi Province. Using a simple random sampling method and 417 participants surveyed via questionnaire, the study identified personal factors influencing these tourists' travel decisions. The top-ranked factor was related to destination considerations, including the diversity and reputation of tourist attractions. Following closely were price-related factors, encompassing accommodation and food expenses during travel. Image factors, such as the beauty of tourist attractions and the comfort of accommodations, were also significant. The study also revealed that the majority of tourists visited the area less than once a year, primarily using private cars and public buses for transportation. The top three purposes of travel were relaxation, sports, and entertainment, with the majority of travel groups consisting of 3 to 5 individuals. Tourists primarily obtain information through online media.

Mechanisms for Surveying Storm Disaster Victims to Accelerate Relief for the Victims: A Case Study of Ubolratana District, Khon Kaen Province

Pharinya Sompanya — 2024-06-30

This research studied the process of surveying disaster victims to facilitate rapid relief for disaster-stricken individuals. The case study focused on Ubolratana District, Khon Kaen Province, with the objective of examining factors influencing the effectiveness of disaster management. Additionally, the study investigated the problems and obstacles in the disaster management of local administrative organizations (LAO) in the Ubolratana District. The qualitative research approach was employed. Data collection utilized in-depth interviews with a semi-structured questionnaire and participatory observation approach. The qualitative data were processed using content analysis.

The key findings of the research are as follows. Disaster management in the areas governed by the 7 LAO in Ubolratana District, Khon Kaen Province, involves several factors contributing to disaster relief. These factors include: 1) The service system of the LAO, comprising prompt surveying, rapid relief for disaster victims, direct and impartial actions, and equitable practices; 2) Personnel of the LAO; 3) Coordination with community leaders and external personnel; and 4) Communication between disaster-affected individuals and the LAO.

The research findings can be used as guidelines for surveying disaster-affected individuals to enhance the efficiency of LAO management. Additionally, the results can be utilized to adapt and improve disaster warning systems, and increasing the effectiveness of seeking assistance from the LAO. Moreover, the findings serve as a framework for providing services to disaster-affected individuals in other areas.

RABUM TAREE DU YHONG

Phannaphat Wichasawat — 2024-06-30

The creation of “Taree Du Yhong Dance” performance found that those who watched this performance realized the importance of dugongs and worked together to conserve dugongs for eternity. The performance elements were found as follows; 1) Naming the performance set from the local language of the villagers and giving it the name “Rabum Taree Du Yhong or Taree Du Yhong Dance”. 2) Music creation by studying the melodies of folk songs in the lower south part of Thailand and then, composing a new song called “Rabum Taree Du Yhong or Taree Du Yhong Dance”.
3) Dance postures were created from the behavior of dugongs in 20 different poses. 4) Costume is based on the idea of imitating a dugong in control of the skirt and the color of the dress. The shirt is derived from a Banong shirt with the neckline from a Baba shirt and the sleeves are extended to flare out. 5) Makeup is focused on beautiful styling and hair grabbing in a tight and low bun with face shield and there is a small dugong on top of the head. 6) Performers selection is all women with the same height.

FOOD TOURISM DEVELOPMENT IN NAKHON NAYOK PROVINCE

Panlayamon Sinnang — 2024-06-30

Objectives: 1) To create a street food tourism route in Nakhon Nayok Province. 2) To study consumer decision-making trends in traveling to consume products in Nakhon Nayok Province. 3) To find baseline data for the street food tourism route in Nakhon Nayok Province. This research is a mixed method research combining quantitative research with a sample group of 400 people and qualitative research by interviewing 10 restaurant operators. Data was analyzed using statistics, percentages, mean, and standard deviation. Content analysis statistics were also used. The research results are as follows: 1) The street food tourism route in Nakhon Nayok Province is as follows: Restaurant 1: Legendary Fresh Fish Noodle, Restaurant 2: Pa Tuk’s Grilled Chicken, Restaurant 3: Ratree Congee, Restaurant 4: Thanakorn Nakhon Nayok BBQ, Restaurant 5: Pad Thai Champion, Restaurant 6: Rad Na Yot Pak, Restaurant 7: Pa Daeng’s Som Tum, Ban Dong, Restaurant 8: Suan Si Thong, Restaurant 9: Khrua Lung Kang, and Restaurant 10: Sukea Boran Baan Mae. 2) Consumer decision-making trends in traveling to consume products in Nakhon Nayok Province are as follows: Consumers place the most importance on products (= 4.23). Therefore, operators must place importance on products, namely food, price, and physical appearance, which are the reasons for consumers’ decisions to purchase food. Operators and relevant government and private sector agencies must place importance on pricing so that it is appropriate for the quality of the food and not unfair to consumers. Relevant agencies must also provide support and organize the area into a street food zone. 3) Baseline data for the street food tourism route in Nakhon Nayok Province.

GUIDELINES FOR STOPPING PREVENTION OF COMMITMENT TO CERTAIN AIR NAVIGATION REGARDING PROHIBITED CONDUCT AT THE AIRPORT AND ABOARD AIRCRAFT

Pawaris Anusornphanich — 2024-06-30

This academic article presents guidelines for preventing the commitment of certain offences, by upholding the principles under the navigation law against prohibited conduct at airports and aboard aircraft. The examination of the safety management system enhances knowledge, and understanding relating to the relevant legal principles, to prevent any conduct which are in contrary to the legal principles whether or not such conducts are carried out intentionally, and may be prosecuted and subject to the penalty. This academic article will also present the practice guidelines on the prevention of cause of action, and the guidelines for encountering a person with prohibited conduct.

Nowadays, certain person who famous on social media platforms carry out inappropriate conduct, and usually publicly present activities which are potentially violating the law. However, they are admired and become popular among children and youth, for instance, verbally expressing prohibited terms or statements at airports which is considered an offense under the Act on Certain Offences Against Air Navigation B.E.2558 (2015), which is subject to criminal penalty. Therefore, the objectives of this academic article are 1) for the reader to utilize as a source of study for enhancing their knowledge, 2) for applying those described in this article in their daily life, and 3) for utilizing as a guideline for advising children and youth to comply with the laws and avoid imitating inappropriate conducts.

INHERITANCE CULTURAL HERITAGE THE ANCIENT DANCE OF THAILAND TO THE WORLD

Nisakorn Boonlert — 2024-06-30

This academic paper has the purpose guidelines for continuing the cultural heritage of archaeological dance of Thailand to the world. In an era where world trends are changing rapidly. As a result, people spend most of their time immersed in the media around them rather than doing activities with others. Media communication from digital technology has an increasing influence on people in society and has become a popular source of entertainment for people in society who can directly transmit things and the resulting effect is media consumption. with content based on consumer behavior Production of media that promotes the continuation of cultural heritage such as Animation, AR/VR, Game, Infographic, Mobile Application, VDO and Website, which will be a guideline to help maintain and continue the cultural heritage of archaeological dance in a sustainable way in the future.

CHALLENGES AND PROPOSITIONS FOR CONTEMPORARY PUBLIC SECTOR HUMAN RESOURCE MANAGEMENT

Jetnipat Chanapai — 2024-06-30

The challenges of managing contemporary public sector human resources have significant implications for the direction and success of organizations. Therefore, it is essential to find ways to address the challenges that arise to enable organisations to achieve their goals. The purpose of this article is to study the challenges of managing contemporary public sector human resources and to propose recommendations for addressing potential challenges. This article reveals that there are four key principles in public sector human resource management: the principle of competency, the principle of equity, the principle of employment stability, and the principle of political impartiality. The challenges in such areas include technological advancements, generations, culture and organisational environment, demographic changes, high-potential employee motivation, and long-term employee retention. The recommendations for addressing these challenges are to enhance the technological proficiency of employees to keep pace with technological advancements, to understand the fundamental characteristics of each generation of employees, to continually improve the organisational culture, to define the work capabilities of employees, and to create opportunities for employees at all levels to demonstrate their potential. Additionally, modernising the image of the public sector organisation is crucial.

ENHANCING SOFT SKILL FOR UNDERGRADUATE COMMUNICATION ARTS STUDENTS OF PHRANAKHON RAJABHAT UNIVERSITY

Nathanan Wiriyawit — 2024-06-30

The world today is changing very quickly with technology; crises and new challenges arise all the time. The ability to adapt to change is an important skill in the 21st century, especially for people, and social skills (soft skills) are no less important than professional skills (hard skills). The teaching and learning at educational institutions that focus on excellence in academic content alone may no longer be enough for students to live their lives; students must have knowledge of academic content and develop necessary skills in the 21st century to be good at both work and people.

Phranakhon Rajabhat University has designated soft skill development as the identity of Phranakhon Rajabhat University graduates. and equips graduates with 21st century skills by organizing activities to develop soft skills with the social engineering process to train in communication, coordination, and innovation. Therefore, the department of Communication Arts at Phranakhon Rajabhat University has a teaching and learning process in various subjects that focus on promoting soft skills, such as learning by doing activities with social community projects in real-life problem situations. It promotes communication skills, creative thinking, analytical thinking to solve problems for local communities, and cooperation; it is known as the 4 C's. This strengthen soft skills project is an integration of teaching and academic services to promote hard and soft skills, resulting in students being able to work and live effectively.