Communication Models of New Normal Lifestyles in Mueang Nakhon Ratchasima

Abstract

Background and Objectives: The aftereffect of the Covid-19 pandemic sees humans adapting and changing their lifestyles and behaviors in regard to airborne disease transmission in ways that have never been seen before.  These extraordinary lifestyle changes are also creating new forms of communication and social connection, along with the rapid changes in technological advancement. This qualitative research herein, aimed at studying the development of communication patterns and lifestyles changes amongst the people of Nakhon Ratchasima.

Methodology: In this qualitative research study, there were 75 main participants selected according to the inclusion criteria. They were divided into three groups as follows: (1) a group of government organizations, (e.g., chief executives or assigned persons), (2) a group of private organizations, (e.g., executives in charge of communications or assigned personnel), and (3) a group of citizens, which consisted of community leaders, (e.g., community leaders, sub-district headmen, and village health volunteers, including people in the area of local government organizations in Mueang, Nakhon Ratchasima). The research instrument was an interview which focused on the following four aspects: (1) message senders, (2) messages, (3) communication channels, and (4) message receivers. The interview form consisted of 62 items which were selected from the results of the Index of Item Objective Congruence (IOC) with an average of 0.50 or higher. The methods of data collection were group interviews and individual in-depth interviews. The data were analyzed, classified, interpreted, synthesized, and presented with an analytical description.

Main results: The research findings revealed that the group of senders sent messages regarding knowledge, understanding, symptoms and means of self-protection from Covid-19, which led to new normal lifestyles. The messages were sent to citizens, or receivers, through various communication channels. These include television media, newspapers, print media, radio broadcasting media, local audio media, internet media, social media, and personal media. The messages delivered ways to behave and reduce risk, including ways of thinking, learning, communicating, and best practices. In addition, new ways of managing one’s life emerged. these included, for example, small group meetings via online systems, working from home, ordering consumables through online services, online banking transactions, and utilizing online teaching and learning systems.

Discussion: The sender, message, channel, receiver (SMCR) model allowed people to relate to one another and link roles in an integrated communication cycle, where there was an awareness of and consideration for differences in adapting to the new normal lifestyle. In addition, this communication model also emphasized working together to disseminate important information to relevant sectors at all levels so that they could prepare, protect, care for, follow up, and maintain both their health and public health in unison.

Conclusion: The use of social media platforms as a two-way communication channel for sending and receiving information is a response to the need for assistance. It also helps to appropriately increase interpersonal interactions during times when the population faces health and social problems.