A Study of the Use of Public Address Broadcasting in Communication from Local Administrative Organizations to Citizens: A Case Study of Ban Kham Lue Cha, Pho Yai Subdistrict, Warin Chamrap District, Ubon Ratchathani Province

Abstract

This article aims to 1) study the role and importance of the public broadcasting system in the rural community of Ban Kham Lue Cha, Pho Yai Subdistrict, Warin Chamrap District, Ubon Ratchathani Province; 2) study the problems of using the public broadcasting system affecting information perception and the quality of life of the people; and 3) propose guidelines for solving problems and limitations affecting the communication efficiency of the community. This study employed qualitative research by collecting data through in-depth interviews and non-participant observation with 12 community residents and community leaders. The data obtained from audio recordings and fieldwork were then transcribed, categorized, and analyzed using content analysis, with the analytical results linked to the research objectives. The findings revealed that the public broadcasting system plays an important role in building relationships between local administrative organizations and the people. It serves as a communication channel that enables residents to receive information closely, continuously, and comprehensively. However, the effectiveness of the system also depends on proper equipment maintenance and system management. Therefore, planning and budget allocation for the development and continuous maintenance of the system should be carried out in order to improve communication efficiency, increase information awareness among the public, and foster correct understanding among people in the community.