Abstract

In the era of media convergence, media literacy has become an essential skill, particularly for the elderly who encounter challenges in learning about and safely accessing media. The Action Research aimed to develop a model to promote media literacy among the elderly by the subdistrict administrative organization. The data collection has two phases. The first phase examined the situation of media literacy among the elderly. Using quantitative method to collect and analyze data by questionnaire with frequency, percentage, mean, and standard deviation. Participants included the elderly: 60–79 (n = 287). The second phase focused on the development of a model using qualitative data. Key informants in cluded (n=27), comprising SAO officers, village headmen, family-caregivers, and elderly representatives, through focus group interviews. Content analysis was conducted in the second phase. The results showed that: 1) The elderly have a high level of media literacy (M = 90.60, SD = 20.07). 48.78% of participants in the first phase showed the exposure to both traditional media and new media, and 44.60% had previously believed false information. Education, Occupation, and Living arrangements were factors significantly correlated to the levels of media literacy (p < 0.05). 2) The model to promote media literacy among the elderly by Local Administrative Organization. Its model comprised two main components: (1) Driving mechanism for media literacy of the eldely at the subdistrict level was consisted of Subdistrict Health Promoting Hospital, village headmen, village health volunteers, the elderly, family-caregivers, and religious leaders. (2) The activities for the elderly to promote media literacy were comprised of knowledge, consultation, public relations, and media surveillance. The outstanding of this model was highlighted on integrated multiple stakeholders to support media literacy among the elderly and suitable for community context and personal limitation of the elderly such as physical and biological factors.

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