กระบวนการสื่อสารกับสาธารณชน กระบวนการตัดสินใจและปัจจัยการสื่อสารที่มีผลต่อการเข้าโครงการจิตประภัสสรตั้งแต่นอนอยู่ในครรภ์ของเสถียรธรรมสถาน / มาลีวรรณ ศุขวัฒน์ = Public communication process, decision making process and communication factors affecting the participation of pregnant mothers program of Sathira-Dhammasathan / Maleewan Sukwat
The purpose of this research is to study the public communication process, decision making process and communication factors of the couples who are members and planning to have their own babies, the mothers who are pregnant, and those who have already given birth, by means of qualitative research implemented by non-participation observation ,media and documentary studies and in-depth interview of 6 staffs and 33 members. The results of the research are as follows: The public communication process of Pregnant Mothers Program consists of 2 objectives which are informing the information and inviting target group to participate in the program. There are 3 main points in the communication: first, the adaptation of Buddhism-science to body and mind; second, Dhamma in daily life; third, the investment of life for their children. The main target groups are the couples who are planning to have their own babies, the mothers who are pregnant, and those who have already given birth.The five secondary target groups are the young who are planning to have babies, people who come to practice Dhamma, visitors, the people involve, and ordinary people. The communication strategies the staffs use are 1. Message strategies that consist of 3 strategies which are truth and rational message, challenge to perform and sharing experience 2. Media strategies that consist of 5 strategies which are words of mouth communication, opportunity of utilizing potential channels, media integration, hospital network, and formal and regular activities. Decision making process that begins from internal factors of parents includes
1. They are worried 2. They want to do good things for their babies 3. They believe in Buddhism and 4. They believe in Sathira-dhammasathan. Besides, there are 4 external factors which are friends or people whom they have good relationship with information from mass media and trend of Dhamma which make them decide to join the program. We can divide the decision making process into 3 periods. The first one is Pre-decision making period that is the step of information searching. Secondly, Decision making period which consists of 2 steps that are considering and deciding steps. The last one is Post-decision making period that is learning by participating the program. The communication factors that lead to the participation of Pregnant Mothers Program compose of 4 factors. 1.Sender factors : good personality and morality ,having knowledge and experience of pregnant mothers, being reliable and being good at communicating 2. Message factors : verbal communication includes easy-to-understand Dhamma ,tips for pregnant mothers, examples and experience; non-verbal communication : a touch of love and unique activities 3. Channel factors: words of mouth communication ,various communication channels and media integration. 4. Receiver factors: the need of mental happiness, believe in Buddhism and practice the dhamma, prepare good life for the babies and believe that good acts lead to good life.
