Needs for self-development to be storytellers in social media communities and online platform: A case study of Klong Yai Community, Tamot District, Phatthalung Province

Abstract

This research aims to investigate the essential needs for enhancing the capabilities of community storytellers through social media and online platforms. The study employs a survey research design, focusing on the Klong Yai Community in Ta Mot District, Phatthalung Province. The population and sample consist of 51 and 45 members of the community enterprise, respectively. Data analysis was conducted using the mean, standard deviation, and PNI_modified. The research findings revealed that the community enterprise members are mostly female (60 percent), and more than a half of them aged around 41-50 years (51.10 percent), are members of OTOP product groups (64.40 percent), are members/committees (66.70 percent), and graduated primary level (53.30 percent). The samples needs knowledge the most. The first three topics they need are an understanding of the determination of narrative characters, an understanding of the determination of narrative conflict, an understanding of the determination of narrative content structure, and an understanding of narrative summary (PNI_modified. at 1.04, 1.02, 1.01, and 1.02 respectively). In the dynamic landscape of skill acquisition, participants highlighted narrative analysis as a critical competency, emphasizing the nuanced extraction of pivotal conflicts and underlying systemic issues. Additionally, they expressed a strong need for proficiency in digital media, particularly video editing software compatible with VDO format. These skills were deemed essential, as indicated by the PNI_modified scores of 1.26, 1.00, and 0.96, respectively. Regarding attitudinal factors, participants emphasized the importance of honesty, open-mindedness, and confidence in their storytelling abilities. These qualities were seen as crucial for fostering effective communication and audience engagement, with PNI_modified scores of 0.98, 0.95, and 0.86, respectively.