PARTICIPATORY COMMUNICATION IN COMMUNITY PRODUCT DEVELOPMENT BY THE BATIK FABRIC BAGS AT BANWA HOUSEWIVES GROUP, YALA, THAILAND

Abstract

This research examined participatory communication in community product development by the Banwa Housewives Group. The objective was to develop the design of Batik fabric bags through participatory communication. The research employs a qualitative approach. The participants were ten members of the Banwa Housewives Group through a purposive sampling method. The research tools included in-depth interviews and focus group discussions. Data were analyzed descriptively, focusing on the studied themes. The findings, based on the research objective, revealed that the Banwa Housewives Group engages in participatory communication in community product development. This includes co-thinking/co-planning, co-policy formulation, co-implementation, co-allocation and sharing of benefits, and co-monitoring and evaluation to improve the design of Batik fabric bags. However, the group cannot effectively use online communication. It is recommended that relevant agencies support and promote the group’s ability to use technology to expand communication channels. Establishing networks could also help the group exchange information and ideas, fostering creativity. In addition, the group should incorporate local identity into their products to attract customers and find ways to ensure customer acceptance of product quality.