Abstract

This research was aimed to develop and to evaluate the quality of the innovative multimedia through social lab to promote perception of good citizenship according to democratic values, to evaluate the perception results, to evaluate the sampling group’s satisfaction towards the development of innovative multimedia and to evaluate the feedback by the organizer. The sampling group in this study consisted of 2 groups. The first group was 30 state enterprise entrepreneurs from the Community under the Bridge Zone 1 at soi Pracha-Utit 76, the Community at the Back of the Suanthonburirom Park and the Community Moo 3 in the Bang Mod area. They were chosen using purposive sampling method out of those who were filmed in a short film and were willing to be models for a desk calendar and to fill out the questionnaires. The second group was 50 students from the ETM 358 Marketing Communication course and the ETM 361 Presentation Skill 2 course in the second semester of the academic year 2018. They were chosen using purposive sampling method out of those who participated in at least 2 social labs and participated in all the short film events at the cinema. The statistical methods in this research were mean score, standard deviation and feedback by the organizer. The results from the research and development were as follows: The results from the development of the innovative multimedia through social lab to promote perception of good citizenship according to democratic values contained 3 phases with the following major media, minor media and supporting media: short film, desk calendar and facebook page, vinyl banner for publicity with QR code and events to preview the short film and to screen the film at Major Cineplex cinema at Tesco Lotus Bangpakok. The quality of the media contents as evaluated by the expert panel was at a good level (x  = 4.25, S.D. = 0.72). The quality of the media presentation as evaluated by the expert panel was at a very good (x  = 4.61, S.D. = 0.32). The sampling group’s perception of the innovative multimedia was at a high level ( x  = 4.42, S.D = 0.68). The sampling group’s satisfaction towards the innovative multimedia was at a high level ( x  = 4.36, S.D = 0.72). These values confirmed the research hypotheses. The feedback or after action review by the learners showed that the majority had a good attitude towards service learning in conjunction with community-based learning in accordance with the research hypothesis. It was found that social work made students stronger and allowed them to think, analyze and engage in real work. They could communicate collaboratively through presentation and social media network for this course.

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