When Audiences Become Producers: What are Community Members’ Learning Preferences and Narrative Choices

Abstract

This study examines the power of knowledge determination and narrative production by ordinary citizens empowered through communication training at the Community Media Learning Center, University of Phayao. Utilizing qualitative research methodology, data were collected via participant observation during training processes and content analysis of both training materials and participants’ media productions content. The research aims to investigate the knowledge and skills acquired in media production and understand the community issues participants choose to communicate through their content. Findings reveal that participants predominantly focused on the principles of citizen communication and mobile phone-based media production skills, with narratives primarily centered on local community happenings and activities. This reflects a shift from audience to producer, where target groups prioritize knowledge and skills aligned with community journalism characteristics, utilizing tools they own and can easily access.