Author : Chuleekorn Panyahom

Summary : This research aimed to study a relationship between farmers' demographic data, media exposure, and farmers' media exposure of on the "King's New Theory" with their knowledge on the "King's New Theory". An interview questionnaire was used to collect data from 242 households in Moo 14, Baan Chatmongko village and Moo 1, Baan Khoksira village in Thongchai-Nua Sub district, PAk Thong Chai District, Nakhon Ratchasima Province. Data were analyzed and presented through percentage and arithmetic means. The hypotheses were tested through chi-square at 0.05 level of significance. The results show that most farmers were male with average age at 49.23 years old, and graduated at the elementary level of 1-4. The average family income from agricultural production was at 5,135.37 baht per month. About 2/3 had income from other occupations (62.80%) mostly as off-farm works. Television was the medium that most were exposed it used also the medium that most farmers obtained some knowledge. Knowledge of farmers' on the "King's New Theory" was average. Factors affecting farmers' knowledge on the "King's New Theory" were farmers' participation in the "King's New Theory" activities and local media exposure. This indicates an opportunity for more intensive information and public education campaign to raise farmers' knowledge on specific aspect of the "King's New Theory". The information campaign could include very focused and specific information.