PERSONAL MEDIA AS COMMUNICATION TOOL FOR “Ton Kla Rai Thang” SCHOOL WASTE REDUCTION CAMPAIGN
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Abstract
This study aimed to investigate the role of personal media as a communication tool in the “Tonkla Rai Thang” (Trash-Free Seedlings) campaign, which was implemented in four model schools to promote sustainable waste reduction practices. A qualitative case study approach was used, examining communication processes within the four participating schools. Data were collected through interviews and documentary analysis. The study was guided by theoretical frameworks in personal media, opinion leadership, social learning theory and stimulus-response theory. Eight Key informants were school headmasters and teachers who were responsible for the project.
The findings reveal that personal media played a central role in fostering behavioral change and participatory engagement at all levels—administrators, teachers, students, staff, and community members. Personal media functioned as sender, channel, and message, enabling two-way and multidirectional communication to flow. Opinion leaders such as student leaders, teachers, and school principals influenced behavioral modeling and reduced uncertainty about new practices. Reward systems and constructive punishments reinforced positive waste management behaviors. However, some limitations were found in terms of varying levels of motivation and intention among communicators.
Personal media, when embedded in a participatory framework, is an effective tool for promoting sustainable waste reduction behaviors and cultivating a school culture of environmental responsibility. Despite its limitations, the use of personal media enhanced collaboration, learning, and long-term behavioral change.
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