THE RESULTS OF THE CAPACITY-BUILDING PROCESS FOR COMMUNITY STORYTELLERS THROUGH SOCIAL MEDIA AND ONLINE PLATFORMS: A CASE STUDY OF KHLONG YAI COMMUNITY, TAMOT DISTRICT, PHATTHALUNG PROVINCE

Abstract

This study examined the effects of a capacity-building process for community storytellers through social media and online platforms, using Khlong Yai Community, Tamot District, Phatthalung Province, as a case study. The research employed a quasi-experimental design. The sample consisted of 10 voluntary participants from the local community enterprise group. The research instrument was a capacity assessment questionnaire validated for content validity (Content Validity and Item-Objective Congruence Index, IOC) and demonstrated high reliability, with a Cronbach's Alpha coefficient of 0.947. Basic data were analyzed using frequency and percentage, while comparisons of capacity levels were conducted by calculating means and standard deviations and determining levels according to a 5-point rating scale. Paired t-tests were used to compare participants' capacities before and after the intervention. The results revealed that all participants were female, mostly aged between 31 - 50 years, with roles as group members or committee members, and had a maximum educational level of lower secondary school. After participating in the capacity-building process, the participants showed significant improvements in all aspects: 1) Knowledge increased from a low level ( = 2.43, S.D. = 0.533) to a high level ( = 3.81, S.D. = 0.179) 2)Skills increased from a low level ( = 2.42, S.D. = 0.529) to a moderate level ( = 3.44, S.D. = 0.189) and 3) Attitudes improved from a low level ( = 2.63, S.D. = 0.338) to a moderate level ( = 3.65, S.D. = 0.129). The paired t-test results showed a statistically significant difference at the .05 level, indicating that the participants' overall capacities after the intervention ( = 3.63) were significantly higher than before the intervention ( = 2.58).