Media Exposure Needs for Flood Monitoring among Inhabitants in Riverside Areas, Ubon Ratchathani Province

Abstract

 Objectives of this research were 1) to study media channels releasing inundation monitoring news and information in Ubon Ratchathani Province; 2) to examine media exposure of inhabitants in riverside areas, Ubon Ratchathani Province regarding inundation monitoring according to demographic characteristics; 3) to investigate the media exposure needs of these inhabitants for inundation monitoring based on demographics; and 4) to propose guidelines for the development of media channels to release inundation monitoring news and information to inhabitants in riverside areas, Ubon Ratchathani Province. This study employed mixed-methods approach through both qualitative and quantitative research. The sample consisted of representatives from public authorities involved in inundation monitoring, inhabitants of riverside areas frequently affected by seasonal inundation and community leaders. Qualitative research revealed that inhabitants required media channels for inundation monitoring news through community news towers, as communicated by community leaders. This was consistent with results of quantitative research, which indicated that these inhabitants had media exposure to inundation news released via community news towers at a very frequent level (=3.89). Furthermore, most of them expressed media exposure need for news about inundation relief operations centers at a high level (=3.52). Guidelines developed for improving media channels to release inundation monitoring news in Ubon Ratchathani Province emphasized crucial role of community leaders as personal media in alerting inhabitants to inundation situations through community news tower. Therefore, it is recommended that the government should prioritize community news towers with maintenance budget.