Sripatum Review of Humanities and Social Sciences

University–Community Engagement: An Analysis of Expectations and Needs for Academic Services in Communities of Pathum Thani Province and Surrounding Areas by the Faculty of Mass Communication Technology, Rajamangala University of Technology Thanyaburi

2025-02-26T16:24:53+07:00

This study aimed to investigate the expectations and needs of communities regarding academic services provided by the Faculty of Mass Communication Technology, Rajamangala University of Technology. The sample consisted of 414 participants who engaged in academic service activities across 23 projects in five provinces: Pathum Thani, Nakhon Nayok, Prachin Buri, Chachoengsao, and Sa Kaeo. A simple random sampling technique was employed. Data were collected using a questionnaire and interviews, utilizing a mixed-methods research design. Qualitative data were analyzed using content analysis, quantitative data were examined using descriptive statistics, including percentages, means, and standard deviations. Expectation variables were measured on an ordinal scale, and needs variables on a categorical scale. Therefore, non-parametric statistical methods—namely, Kruskal-Wallis and Chi-square tests—were employed at a significance level of 0.05. The results revealed that expectations concerning knowledge and understanding varied significantly by age group, particularly between individuals aged 21–30 and those aged 41–50. Technological problem-solving needs also differed based on age and education level, with participants aged 61 and above expressing the highest level of need, while those with a bachelor's degree reported the lowest. These results highlight strategic directions for the faculty’s academic services aligned with the university’s mission, particularly in transferring knowledge related to media design, strategic communication, and the development of community-contextualized products. The findings are consistent with the concept of measuring social return on investment. Policy recommendations include designing activities that align with target group characteristics, enhancing communication tools used in service activities, and establishing collaborative evaluation systems with communities to promote the effectiveness and sustainability of academic services.

Decoding Symbolism in Tang Dynasty Baoxiang Floral Patterns: A Semiotic and Art Historical Study

2025-03-26T16:23:31+07:00

The Tang Dynasty (618–907 CE) represents a pinnacle of cultural and artistic development in China, exemplified by the Baoxiang floral patterns with their sophisticated aesthetics and symbolic richness. This study aims to analyze and interpret Baoxiang floral patterns by integrating fundamental art principles and semiotic theory. It seeks to reveal their inherent visual language and cultural meanings. Using a qualitative descriptive approach, the research applies visual analysis to samples from cave murals to examine their shape, composition, and color. The findings indicate that these patterns feature symmetrical and radial compositions, naturalistic motifs such as lotus and vine tendrils, and contrasting color schemes that reflect Buddhist symbolism and Tang Dynasty aesthetic ideals. This study contributes to a deeper understanding of Baoxiang floral patterns as significant cultural artifacts, enriching scholarship on Chinese decorative art and informing contemporary art and design practices.

A Study of Concept and Development Of ‘Originality and Creativity’ Under Thai Traditional and Contemporary Paintings: A Proposal for The Amendment of Thai Copyright

2025-06-06T15:22:13+07:00

This Research Is A Research Study In The Field Of Humanities, The Type Of Basic Pure Research. Aims To Study, Analyze, Criticize, And Synthesize To Obtain A Basic Conceptual Framework On 'Initiative And Creativity' Or 'The Expression Of The Wisdom Of The Creator' In The Context Of Creative Works In The Art Group (Thai Paintings), Including Both Traditional And Contemporary Paintings, And To Propose Policy Recommendations For Developing Citizen Consciousness As Well As The Development Of Thai Copyright Laws In The Future. The Research Tools Are Electronic Media and Field Interviews, Divided into Two Groups: Group 1 Visits Communities, And Places with Murals, To Interview the Painters, Regarding the Ownership Of The Works. Group 2 Visits. The Creators with Current Expertise, Collecting Secondary Data Using Academic Information and Other Information Obtained from Semi-Structured Interviews, Which Will Be Used With Relevant Target Groups. The Research Results Found That There Were No Conclusions or Assumptions Regarding Copyright Protection and The Use of Copyrighted Works. There Are Three Groups of People Involved: 1) The Author, 2) The Publisher, And 3) The Public User. It Proposes to Amend the Copyright Law of Thailand To Provide Copyright Protection To Derivative Works To Cover Any Elements Consisting Of The Original Idea And Creativity Of The Creator Of The Derivative Work, Regardless Of Whether The Work Was Created With The Permission Of The Copyright Owner In The Original Work Or Not.

The development of Thai consonant reading and writing skills through brain-based learning integrated with Thai alphabet animated songs for early years students in multilingual classrooms at an international school

2025-07-31T16:44:46+07:00

The purposes of this research were: 1) to study the current instructional practices in teaching reading and writing Thai consonants for multilingual students in international schools; 2) to design a brain-based learning approach using Thai alphabet animation songs to enhance reading and writing skills among multilingual preschoolers; and 3) to examine the effectiveness of the instructional model by comparing students' performance with the 80 percent criterion after implementing the brain-based learning approach integrated with Thai alphabet animation songs. The population of this study consisted of 100 preschool students aged 3–6 years. The sample group included 60 students in Reception level during the 2024–2025 academic year. The research instruments included: 1) interview questions for Thai language teachers in international schools; 2) twenty brain-based instructional plans using Thai alphabet animation songs (20 hours in total); 3) seven original Thai alphabet animation songs; and 4) an assessment form for evaluating early childhood learners' skills in reading and writing Thai consonants. This study employed an exploratory mixed methods research design. Qualitative data were collected to explore concepts, understandings, and issues related to the phenomenon under study, which were then used to develop quantitative instruments. The data were analyzed using content analysis, means, standard deviation, and a one-sample t-test. The results showed that: 1) The current instructional practices in international schools revealed that teaching Thai language to multilingual students is highly contextualized. Teachers require instructional media that are appropriate for students who do not use Thai as their primary language. 2) The designed brain-based learning model using Thai alphabet animation songs was found to be appropriate and effective. The songs were created in an enjoyable rhythmic style and integrated with related hands-on activities, making the learning experience engaging and suitable for students with diverse language backgrounds. 3) The results of the instructional implementation showed that the students' average post-test scores significantly exceeded the 80 percent criterion at the .05 level of statistical significance (t = 3.616, df = 59, p < .05).

The Results of Learning Management Using Situation-Based Learning Combined with Collaborative Learning in Dangerous Goods Training to Enhance The Competency Development of Cargo Staff of Thai Airways International Public Company Limited

2025-07-26T10:59:24+07:00

This study aimed to: 1) design a scenario-based learning (SBL) combined with collaborative learning (CL) approach for "Dangerous Goods Transportation by Air" training to promote warehouse staff competency development; 2) investigate the learning and competency outcomes after the implementation of this SBL and CL approach; and 3) reflect on the competency development from the perspective of the trainees. A mixed-methods research approach was employed. Quantitative data were collected from 50 warehouse staff who participated in the training, using learning and competency assessment forms. The data were analyzed using descriptive statistics and a t-test. Qualitative data were gathered from in-depth interviews with 10 trainees to reflect on their competency development. The research findings revealed that: 1) the two learning plans designed (14 hours total) were appropriate and effectively promoted SBL with CL; 2) the trainees' achievement and competency scores were significantly higher than the established criterion (p < .05); and 3) qualitative data reflected that trainees developed competencies in knowledge, skills, the ability to integrate knowledge for classification and storage of dangerous goods, and essential personal attributes for work performance, aligning with organizational competency expectations.

Teaching Mathematics Using Gamification to Enhance Elementary Students’ Learning Outcomes

2025-08-14T09:26:50+07:00

The study aimed to: (1) design a gamified mathematics lesson plan to enhance elementary students’ learning outcomes, (2) to compare the results of learning outcomes before and after the intervention, and (3) to examine student satisfaction with the gamified learning experience. This study investigated the effectiveness of gamified instruction in enhancing mathematics learning outcomes and student engagement among Prathomsuksa 5 students at Pattanawit School, School of Intelligent Skill (SIS). Using a pre-experimental one-group pretest-posttest design, the six-week intervention involved 35 participants. The instruments included two researcher-developed unit-based mathematics tests (pre- and post-tests) to assess academic performance and a 20-item Likert-scale student satisfaction survey to measure perceptions of the gamified experience. Classroom observation checklists and Quizizz usage reports were also utilized to monitor engagement and participation. Data were analysed using mean, standard deviation, and paired-sample t-tests. The results of this study revealed that: (1) the design of the gamification mathematics lesson plan incorporates game-based elements such as avatars, experience points (XP), badges, leaderboards, and Quizizz-based assessments. Students also created personalized avatars, which were digitized using Canva and AI image generators to provide a more immersive and motivating learning experience. (2) Academic performance was assessed through unit-based pre- and post-tests, with significant gains observed in both Unit 1 (M = 12.94, SD = 3.79) and Unit 2 (M = 16.06, SD = 2.01), with p-values < .001. Quizizz usage data showed increased accuracy and participation, while classroom observations confirmed improved motivation and reduced mathematics anxiety. (3) A 20-item student satisfaction survey yielded a mean score of 3.88 (SD = 1.06), indicating positive perceptions of the gamified approach. Some neutral responses to competitive elements suggested the importance of maintaining balance in game design.

Learning Processes of the Seedling Cultivation Group: A Case Study of Huai Yang Village, Khok Si Suphan District, Sakon Nakhon Province

2025-09-03T10:21:24+07:00

This study aims to analyze the learning processes of the seedling cultivation group in Ban Huai Yang, Khok Si Suphan District, Sakon Nakhon Province, through a qualitative research approach framed within the concept of community learning. Data were collected using in-depth interviews, focus group discussions, and documentary review, and analyzed through content analysis. The findings reveal that the group’s learning processes can be categorized into three developmental stages. First, the formative stage is characterized by experiential learning, trial and error, and hands-on practices. Knowledge acquisition during this stage focused on propagating indigenous tree species for household consumption and use, supported by the community’s abundant forest resources. At this time, seedling markets were limited, and distribution primarily relied on itinerant selling outside the community. Second, the network expansion stage highlights collaborative learning and knowledge transfer from recognized role models, including government agencies and local wisdom practitioners. Demonstration plots within and beyond the community served as learning platforms that expanded traditional practices into more market-oriented seedling cultivation. This stage also strengthened linkages with modern knowledge systems and local as well as external markets. Third, the sustaining stage emphasizes adaptive learning, focusing on seasonal seedling production aligned with market demands and economic value. Household income generation became a central goal, supported by exemplary members and community scholars who acted as learning facilitators.

Policy Rhetoric of Digital in Electoral Campaigns, 2011–2023: An Analysis of Dynamics, Inequality Implications, and Public Policy Advocacy

2025-09-03T10:17:22+07:00

This study examines the discourse of “Digital inequality” in Thai society, analyzing its strategic use by political parties in election campaigns and in shaping public policy from 2011 to the present. As part of a doctoral dissertation in Politics and Development Strategy, the research employs a qualitative methodology, drawing on political party policy documents, campaign speeches, media reports, and related academic works. The analysis is conducted through Norman Fairclough’s framework of Critical Discourse Analysis (CDA) to explore structural transformations and the political meanings of access to technology. Findings reveal that the discourse of digital inequality has evolved across three key political contexts: (1) Pre-coup period (2011–2013): political parties promoted technology as a means of equality, exemplified by the “One Tablet per Child” policy, while the media served as an arena of ideological debate; (2) Military regime (2014–2019): the discourse was framed in a patronage-oriented manner, with the state providing infrastructure such as the “Net Pracharat” project, alongside restrictions on independent media; and (3) Post-coup period (2019– present): the discourse shifted toward digital rights, with emerging parties such as Move Forward advocating “the internet as a human right” in opposition to state centralization. The research highlights that the media function both as a reproducer of state discourse and as a platform for contesting digital inequality. This demonstrates that political communication in the digital era operates not merely as information transmission but as a process of structuring power through language and symbols.

Guidelines for the Development of Global Industrial Marketing Communication Tools in the Thai Context

2025-09-18T22:12:04+07:00

The objectives of this research are: (1) to study the use of industrial marketing communication tools in the global context, (2) to examine the use of industrial marketing communication tools in Thailand, and (3) to propose guidelines for developing global industrial marketing communication tools that align with the Thai social context. This study employed a qualitative research methodology, collecting data through in-depth interviews with industrial product manufacturers operating in the global market, as well as distributors or importers of industrial products both in Thailand and abroad, totaling 25 companies, and 15 industrial product distributors in Thailand. In addition, focus group discussions were conducted with nine experts, comprising three academics, three specialists in domestic and international marketing communication, and three independent professionals. The research findings revealed that: (1) In the global context, industrial marketing communication tools included personal tools such as face-to-face meetings and video conferences; non-personal tools such as catalogs, brochures, and print media; and digital tools such as websites, social media, and e-commerce. (2) In the Thai context, personal communication tools included tele-sales and face-to-face meetings, which are used to build trust and close relationships with customers; non-personal tools include catalogs, brochures, company websites, and email; and digital tools include video conferences, LINE OA, and social media. Notably, Thai businesses tend to utilize a wider range of social media platforms, such as Facebook, YouTube, Instagram, LinkedIn, and TikTok. (3) The guidelines for developing industrial marketing communication tools suitable for the Thai context consist of six key areas: 1) setting objectives, 2) action planning, 3) localized content presentation, 4) employing a variety of content formats, 5) enhancing personnel readiness, and 6) building business partnerships.

Applying the 4Es Marketing Concept to Develop Teachers’ Emotional User Experience on Digital Teaching Platforms

2025-11-24T15:47:02+07:00

This research aimed to study the needs and behaviors of teachers toward digital teaching platforms and to use the obtained data to develop User Experience (UX) design by applying the 4Es Marketing concept, which comprises Experience, Everyplace, Exchange, and Evangelism. Subsequently, testing was conducted with teachers, including evaluation of usage outcomes in various aspects such as satisfaction, usage behavior, and brand loyalty, to serve as guidelines for expansion in diverse contexts. Qualitative data was collected through in-depth interviews and focus group discussions with 10 teachers to analyze needs, problems, and limitations in using digital platforms. The platform underwent appropriateness testing in both UI/UX aspects, with emphasis on alignment with Thai teachers' behaviors across various skill levels. The research findings revealed that the platform could meet teachers' needs in all aspects, particularly the interactive learning simulation tools, resulting in teachers being able to save lesson preparation time, reduce grading workload, create new learning experiences for students, and increase teachers’ confidence in using technology. The overall user satisfaction evaluation score was 8.25 out of 10, with a high Net Promoter Score (NPS), where 90% of teachers recommended this platform to their colleagues and participated in sharing their platform usage experiences with others. Designing platforms that deeply respond to users’ emotional experiences can truly enhance teachers’ potential in the digital age. Furthermore, the research results can be extended to policy development, broad-scale platform development, and the creation of user-centered learning ecosystems in the long term.

Application of Artificial Intelligence Technology to Enhance Customer Experience in Thailand’s Air Courier Industry

2025-12-10T11:54:54+07:00

This research aims to investigate the application of Artificial Intelligence (AI) in enhancing customer experience and to analyze technological development approaches for improving service efficiency and quality within Thailand’s air courier industry. A qualitative research methodology was employed, utilizing in-depth interviews with six purposively selected experts who possess direct experience in integrating AI into operational processes. The data were analyzed using content analysis to establish theoretical guidelines and recommendations. The findings reveal three primary AI applications currently utilized in the air courier sector to elevate customer experience: 1) Automated Response Systems (Chatbots), 2) Smart Tracking Systems, and 3) Consumer Behavior Analytics. These technologies significantly enhance service speed and accuracy. Regarding future development, the experts propose a transition from basic response systems toward "AI-Powered Personal Assistants" capable of autonomous decision-making and preliminary problem-solving. Additionally, the development of automated proactive notification systems was highlighted. These findings reflect a strategic shift from reactive service models to proactive customer engagement within Thailand’s air courier industry.

The Multilateral Roles in Advancing Thailand’s Soft Power in the Lao People’s Democratic Republic

2025-11-26T15:23:15+07:00

This research aims to examine the types and analyze the roles of various multilateral actors in driving Thailand’s soft power in the Lao People’s Democratic Republic, employing a qualitative research methodology in the form of documentary research. The findings indicate that Thailand’s soft-power engagement is advanced through multidimensional cooperation encompassing culture, education, economics, tourism, and border-area development. Key drivers include the Thai government and state agencies, which play crucial roles in formulating policies and promoting cultural exchange, Thai-language dissemination, and academic collaboration. The private sector plays a prominent role in fostering economic, business, and industrial linkages, while non-governmental organizations (NGOs) have emerged as new actors contributing to human rights and environmental support. In addition, the research highlights two major impacts on Lao society: the strengthening of bilateral relations and positive acceptance of Thai culture, and challenges concerning cultural identity and economic inequality. The effectiveness of Thailand’s soft-power engagement therefore depends on policy-level coordination, two-way cultural exchange, and sensitivity to the sociocultural diversity of Lao society to ensure sustainable long-term cooperation.

Guidelines For Adapting and Preparing Thailand’s Security to The Indo-Pacific Policy in The Leader of Superpower (United State of America)

2025-12-02T15:17:22+07:00

This study aims to (1) analyze the impacts of the United States’ Indo-Pacific policy and strategy on Thailand, and (2) propose guidelines for Thailand’s adaptation and preparedness in response to this policy direction. The research employs a qualitative approach combined with documentary research. Data were collected through in-depth interviews with 15 key informants and analyzed using grounded theory and phenomenological perspectives. Data credibility was ensured through triangulation, while content analysis was applied for data interpretation. The findings indicate that the United States continues to advance the Indo-Pacific strategy to balance and constrain China’s expanding influence across multiple dimensions, thereby placing Thailand under increasing pressure amid great-power rivalry. Based on the DIME framework, the study finds that: (1) in the diplomatic dimension, the United States pursues proactive engagement through mechanisms such as QUAD and AUKUS; (2) in the information and technology dimension, it seeks to restrict China’s technological advancement; (3) in the military dimension, tensions in the South China Sea, East China Sea, and the Taiwan Strait have led to enhanced U.S. force deployment and alliance-building in the region; and (4) in the economic dimension, the United States has promoted new frameworks for economic cooperation with ASEAN. In terms of policy implications, Thailand should adopt a proactive approach by drawing lessons from past experiences, strengthening active diplomacy, and enhancing bargaining capacity, alongside clear and consistent policy communication. Thailand should also reinforce its role within ASEAN and regional security cooperation through the ADMM, avoid being drawn into direct U.S.–China confrontation, prioritize national interests, consider participation in trade arrangements that enhance strategic advantages, and promote conflict-management mechanisms to maintain regional stability.

Editorial

2025-12-29T22:17:28+07:00

Editorial

Content Marketing Strategy through Digital Technology of YouTube: A Case Study of Spin9 YouTube Channel

2025-05-14T11:17:24+07:00

Content marketing through video platforms such as YouTube has become a pivotal strategy for building consumer awareness and brand credibility. This study adopts a qualitative approach, synthesizing relevant academic literature, observational data, and content analysis of high-engagement videos from the Spin9 YouTube channel. In particular, the review of the Rolls-Royce Ghost Series II exemplifies Spin9’s ability to merge complex technical information with real-world user experience, supported by premium visual production and strategic storytelling. The findings indicate that Spin9 has established new standards for technology communication in the digital age through: (1) the ability to simplify complex technological concepts for general audiences; (2) the use of transparent, emotionally engaging storytelling to build trust; and (3) the reinforcement of brand image through experiential marketing and high production quality. The channel also demonstrates a forward-thinking integration of emerging technologies such as AI and sustainable design principles to resonate with modern consumer expectations. Future directions include the incorporation of immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) to enhance interactivity, as well as the use of data-driven insights to customize content for niche markets. The case of Spin9 illustrates the strategic potential of video-based content marketing to foster sustainable brand-consumer relationships while redefining best practices for technology communication in the digital landscape.

Instructions for preparing the manuscript

2025-12-29T22:22:26+07:00

Instructions for preparing the manuscript