Author : Suphasiri Trirat

Summary : The study primarily aimed to find out the role of communication in promoting the Sufficiency Economy Philosophy (SEP) through the Huai Hong Khrai Royal Development Study Centre (RDSC) projects in Chiang Mai, Thailand. A total of 236 farmer-respondents was interviewed for the needed data. Mobilization and communication approaches employed by the RDSC to promote SEP in target communities were composed of institutional, individual, group and mass media. Trainings, farm demonstration, field trips, and television plugs/feature were considered by the respondents as adequately provided by RDSC as a one-stop service. Printed materials and radio were also claimed as appropriate channels. As a result of communication activities, the respondents came to know the general SEP philosophy that guides people in the conduct of their lives. The programs and services offered by the RDSC are known to support the SEP. Problems encountered by the respondents on agriculture/farming were insect and pest infestations, high inputs cost, low product price, and lack of irrigation water. Communication-related problems especially concerning the four elements of the communication process such as source, message, channel and receiver were also experienced by the respondents. Based on the results, the mobilization and communication approaches employed by the RDSC indeed facilitated the dissemination of SEP concepts and projects and its eventual adoption in the community.