Disruption That Will Transform Communication Arts in Chiang Mai Province

Abstract

This research aimed to 1) examine the emergence of disruptive technology that affected career security in the field of communication arts in Chiang Mai Province, 2) analyze the effects of disruptive technology on the change in career path for the field of communication arts in Chiang Mai Province, and 3) explore the adaptation to survive the effects on the change in career path for the field of communication arts in Chiang Mai Province. This qualitative research collected data from 15 informants in the following groups: 1) individuals with careers/positions involving organizational communication arts, 2) individuals who graduated from the Faculty of Communication Arts and students who were studying at the Faculty of Communication Arts, and 3) freelancers in the field of communication arts. The research instrument included in-depth interviews. The results revealed that 1) there was no effect at the organizational level, but entrepreneurs must develop their organizations to catch up with the trend; 2) there were severe effects at the institutional level in terms of curriculum, and 3) the primary effect at the individual level was the inability to catch up with the trend. Consequently, in the age of disruptive technology, it is recommended to “understand, adapt, and change”.