Participatory communication: A case study of participatory communication for durian production development in Pak Kret District, Nonthaburi Province

Abstract

This study aimed to analyze 1) the general characteristics of participatory communication and 2) the goals of communication based on levels of participation for the development of durian production between collaborative durian farming groups and agricultural extension officers in Pak Kret District, Nonthaburi Province. This research employed a qualitative approach. The study population included collaborative durian farming groups and agricultural extension officers in Nonthaburi Province. The sampling method used purposive sampling, which involved selecting participants from the positions held in the committees of 2 collaborative durian farming groups, specifically the chairpersons, vice-chairpersons, and secretaries, a total of six individuals. Additionally, three agricultural extension officers directly were responsible for developing collaborative durian farming groups in Pak Kret District, Nonthaburi Province, were included. Data were collected through focus group interviews and analyzed using content analysis. The study found that 1) Communication for durian production development consisted of 3 activities: joint implementation activities, unsuccessful activities due to budget limitations, and meetings for monitoring durian production standards. Various communication methods were used, including face-to-face interactions, meetings, and online applications, to support collaboration, transparency, and the development of farmer groups. Moreover, 2) At the information-sharing level, communication played a significant role in knowledge transfer, decision-making support, problem-solving, and durian production development, such as marketing, Good Agricultural Practices (GAP) and Geographical Indication (GI) knowledge sharing. At the levels of participation in development, collaboration, and empowerment, the emphasis was on joint decision-making regarding pricing and systematic problem-solving. These findings reflected communication aimed at building strong collaboration for the appropriate development of durian production.