Multidisciplinary Journal of Shinawatra University

Sugarcane Leaves Management: Conditions and Alternatives of Sugarcane Farmers

2025-04-11T09:19:18+07:00

The purpose of this research was to study the management of biomass from post-harvested sugarcane leaves and tops. Data were collected by interviewing sugarcane farmers in the harvest year 2021/22. The study covered a total of 13 provinces across the country. In addition, the data was collected through group discussion’s method with regards to the issues of managing process of sugarcane leaves and tops. The study found that in the sugarcane production of the harvest year 2021/22, after harvesting sugarcane, the majority of farmers (50.83%) left their sugarcane leaves and tops in their plots to cover the soil and prepare for plowing. Other practices included burning the sugarcane leaves and tops (32.87%), pressing the sugarcane leaves and tops to produce biomass for power plants located in the study areas (13.43%), distributing the biomass for free to those in need (1.85%), and selling the biomass to leaders for processing into fertilizer or animal feed (1.02%). With regard to the farmers' approach for selling sugarcane leaves and tops to biomass power plants, three approaches were identified: (1) consignment by the operator or factory to carry out their own operations, (2) hiring a compressing contract and selling it themselves, and (3) farmers investing as entrepreneurs to compress the sugarcane leaves and tops for delivery to the biomass power plants. Guidelines for promoting the proper management of sugarcane biomass among farmers include: (1) encouraging grouping and linking community enterprise networks to manage sugarcane biomass suitable for the studied areas, (2) establishing policies and strategies for sugarcane biomass management, (3) supporting and promoting sustainable and environmentally friendly management of sugarcane biomass through measures, projects, and campaigns that create incentives for sugarcane farmers, and (4) fostering cooperation from all sectors by assigning roles for participation in the management to achieve concrete and continuous sustainable practices.

PHYSICAL FITNESS NORMS FOR CHILDREN AGED 10–12 YEARS USING A PHYSICAL FITNESS TEST WITH THAI TRADITIONAL GAMES

2025-06-19T08:48:04+07:00

This research is a cross-sectional descriptive study aimed at establishing physical fitness benchmarks for children aged 10–12 years using the Thai Traditional Games Fitness Test. The sample consisted of 600 children aged 10-12 years residing in Mueang Si Sa Ket District, Si Sa Ket Province, selected through quota sampling with proportional allocation by gender. The group was divided into 300 boys (100 aged 10 years, 100 aged 11 years, and 100 aged 12 years) and 300 girls (100 aged 10 years, 100 aged 11 years, and 100 aged 12 years). The research instrument was the Thai Traditional Games Fitness Test for children aged 10–12 years. Data were analyzed using mean, percentage, and standard deviation. The physical fitness benchmarks were established by categorizing by gender and age into five levels: very low, low, medium, good, and very good, using percentile values. The study's results provided a table of physical fitness benchmarks for children aged 10-12 years using the Thai Traditional Games Fitness Test across eight criteria: the 10-meter Rot Thai Na test, 10-meter Kradot Kop test, 2-minute Kra Dot Yang test, Pao Yang test, Ling Ching Lak test, Kluai Tak test, 2-Hop Kratai Kha Diao test, and Khwang Ling test. These research findings can be used as a benchmark for comparing the physical fitness levels of children aged 10-12 years in Thailand.

THE STUDY OF CHINESE NAMING OF CHINESE MAJOR STUDENTS IN FACULTY OF HUMANITES AND SOCIAL SCIENCES, THAKSIN UNIVERSITY

2025-04-22T10:30:14+07:00

This research report presents the study on the Chinese naming of students in the Bachelor of Arts Program in Chinese, Faculty of Humanities and Social Sciences, Thaksin University. The research objectives were to study the students’ attitudes towards their Chinese naming and examine their structures and naming patterns, categorized according to Chinese and Thai name givers. The samples included 303 first-, second-, third-, and fourth-year students in the academic year 2023. The research was conducted using a survey. Questionnaires were applied to collect the data on the students’ Chinese names, their Chinese naming, their Chinese naming methods, and their attitudes towards such naming. These quantitative data were analyzed by using frequency, percentage, and standard deviation. The research findings revealed that the students’ satisfactions towards their Chinese naming were at the highest level. The top three important criteria that the students considered when selecting their Chinese names involved melodious sounds of the words, ease of pronunciation, and simplicity of the characters. The Chinese name-givers and the Thai name-givers primarily selected the words from nouns, adjectives, and verbs, ranking them as the top three. The first three types of word formation in the Chinese names were compound words, root words, and reduplicated words, respectively. The most frequent meanings conveyed in the words included gentleness, beauty, and purity.

Media Literacy in the Age of Information Overload

2025-07-24T09:18:39+07:00

This article presents the importance of media literacy as an essential skill for citizens in the 21st century amidst rapidly changing media ecosystems and information dissemination. Media literacy encompasses the ability to access, analyze, evaluate, and create media in various forms, including critical thinking about media content and its impacts. In the context of information overload, the transition from analog to digital media, the increasing role of social media, and the diversification of information sources, there are challenges in distinguishing facts from misinformation and fake news.

The article discusses key components of media literacy and proposes a four-dimensional strategy for its development: the role of educational institutions in integrating media literacy into curricula, promoting lifelong learning that covers all age groups, building intellectual immunity for society, and the responsibility of technology companies and social media platform providers. The article presents case studies on media's impact on society from both international and Thai contexts, such as COVID-19 vaccine misinformation and the Black Panther incident at Thungyai Naresuan Wildlife Sanctuary, as well as successful media literacy projects in Thailand and lessons from countries advanced in promoting media literacy. It also provides policy recommendations for government, education sector, technology companies, and civil society to enhance media literacy in Thailand.

In conclusion, media literacy is not merely a supplementary skill but a fundamental necessity for living in the 21st century, requiring cooperation from all sectors to promote and develop these skills for people of all genders and ages, to create a society that is immune to information and uses media creatively and responsibly.

The Influence of Influencer Marketing on Consumer Behavior and Marketing Communication Ethics

2025-08-08T14:18:02+07:00

This study analyzes the influence of Influencer Marketing on consumer behavior and examines ethical issues in this marketing communication approach. Over the past decade, influencer marketing has experienced exponential growth, with the global market value increasing from US$1.7 billion in 2016 to US$16.4 billion in 2022. This phenomenon has significantly transformed the marketing landscape by creating communication channels that are credible and effectively reach target audiences.

The study findings reveal that Influencer Marketing employs complex influence mechanisms based on social psychology principles, including credibility building, parasocial relationships, and online community engagement. These mechanisms impact consumer behavior across multiple dimensions: altering purchasing decision processes, influencing brand perception, and shaping consumption values. However, this rapid growth has given rise to significant ethical concerns, including transparency in disclosing business relationships, content authenticity, exaggerated advertising claims, influence on vulnerable groups, and promotion of values with negative societal impacts.

This study presents legal frameworks and best practices from Thailand and internationally, along with case studies of both ethical successes and controversies, to extract lessons and propose solutions. Additionally, it explores future trends in Influencer Marketing that will be affected by emerging technologies such as artificial intelligence, virtual reality, and the metaverse. Recommendations from this study focus on balancing marketing effectiveness with responsibility toward consumers and society, as well as developing ethical and sustainable Influencer Marketing practices for the long term.

Managing Generational Audiences in Political Party Election Campaigns

2025-08-21T14:40:41+07:00

This academic article presents findings from a qualitative research study that employed in-depth interviews with policymakers and practitioners from the Move Forward Party (formerly the Future Forward Party). The study also engaged message recipients across Generations B, X, Y, and Z, along with scholars in political communication. The research investigates how political parties can effectively manage generational differences in electoral campaigning with five key objectives: 1) To examine the effectiveness of political message delivery across generations, 2) To explore strategies for building understanding, trust, and voter engagement, 3)To develop approaches for segmented messaging based on generational characteristics, 4)To identify methods for avoiding intergenerational conflict in political communication, and 5) To analyze how parties can cultivate long-term voter bases through generational engagement. The findings reveal that: 1)Targeted communication enhances message relevance and effectiveness across generations; 2) Generational cohorts differ in beliefs, values, and concerns, necessitating customized messaging to foster resonance, trust, and participation; 3) Segmented messaging strategies grounded in generational data are essential to campaign success; 4) Sensitivity to intergenerational dynamics is critical, as content that resonates with one group may alienate another; 5) Political parties that proactively understand and engage younger generations today are more likely to establish enduring political support in the future.