The Development of Knowledge Transferring Skill in Media Production from Classroom to Community of Communication Arts Students: A Case Study of the Community Product Advertisement of Karhaw Subdistrict, Nopphitam District, Nakhon Si Thammarat Province

Abstract

This research objectives were 1) to survey students' readiness in transferring knowledge of media production to communities, 2) to develop student's skills in transferring knowledge of media production to communities, and 3) to assess skills of media production knowledge and knowledge of media production for the community of students. The population consisted of 26 third-year students majoring in digital journalism by using a mixed-method. For the qualitative method, the researcher used observation and discussion of community groups and students, and the quantitative method, the researcher used a questionnaire community satisfaction survey. The results showed that most of the students are ready in media production skills and transfer knowledge of media production to the community. Especially, students who have experience working outside the classroom before. These students can produce media with the community in the manner of cooperation from community opinions. In addition, students can easily transfer knowledge of media production via smartphones to the community to be used to advertise community products on social media which from the assessment found that the community was satisfied in the high level with the media production and the knowledge transfer of the media production to the community of the students. While the students learned and developed more media production skills and got to know more about the area. In the case of the assessment of students' work, it was also found that students who had experience working outside the classroom and had leadership characteristics would be able to produce media and transfer knowledge of media production to the community better than students who learned only in the classroom.