EFFECTS OF AN ONLINE LOCAL STORYTELLING PROGRAM ACROSS TWELVE THAI UNIVERSITIES

Authors

  • Phattar Burarak University of Phayao
  • Walakkamol Changkamol Prince of Songkla University
  • Tanaporn Charoenthansakul Walailak University
  • Chawaporn Dhamanitayakul Thammasat University
  • Tanya Jantrong Uttaradit Rajabhat University
  • Sermsiri Nindum Chiang Rai Rajabhat University
  • Sudthanom Rodsawang Dhurakij Pundit University
  • Nitta Roonkaseam Phranakhon Rajabhat University
  • Jarernnate Saengdoungkhae Hatyai University
  • Seksun Saiseesod Udonthani Rajabhat University
  • Panurit Sarasombat Ramkhamhaeng University
  • Kanyika Shaw Panyapiwat Institute of Management
  • Sakulsri Srisaracam Chulalongkorn University

Keywords:

Storytelling, Participatory Communication, Knowledge–Attitude– Behavior, Creative Media, Thailand

Abstract

This study examines the comparative effects of an online Local Storytelling Program on students’ knowledge, attitudes, and expected behaviors across 12 universities in Thailand. The program was developed to enhance media literacy and participatory communication through community- based digital storytelling. A pretest– posttest quasi- experimental design was employed with 726 participants representing northern, central, and southern regions of Thailand. Quantitative data were analyzed using descriptive statistics, pairedsamples t-tests, effect sizes, and Pearson correlations; qualitative reflections were used for triangulation. Results revealed significant increases in knowledge and a positive attitude toward community engagement (p < .05), as well as moderate improvements in storytelling- related behavioral intentions. The highest cognitive gains occurred at Uttaradit, Walailak, and Ramkhamhaeng universities. The findings confirm that local and digital narratives can strengthen participatory learning and cultural literacy, aligning with Thailand’s creative economy and sustainable development goals.

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Published

2026-01-19

Issue

Vol. 11 (2025): 2025 ANPOR-APCA Annual Conference Proceedings

Section

Articles