การนําเสนอรูปแบบพื้นที่เรียนรู้เพื่อพัฒนาความหมายเชิงสัญญะในผลิตภัณฑ์ทางวัฒนธรรม / ปณิธาร วงศาสุลักษณ์ = Proposed learning-space model for developing significance of symbols in cultural products / Parnitarn Wongsasuluk
The objectives of this research are 1) To study symbols in cultural products 2) To analyze associated factors and conditions of symbols in cultural products and 3) To proposed learning-space model for developing significance of symbols in cultural products, OTOP. This research uses Logic of Consumption from Jean Beaudrillard, Encode-Decode from Stuart Hall and Habitus and Capital from Pierre Bourdieu. Questionnaire were used to collect qualitative data from 417 producer and/or entrepreneur, and 513 consumers. In-depth interview were used to collect quantitative data from five OTOP Five-star producers and entrepreneur as, six consumers in different career, and 5 stakeholders. The results found that 1) The significance of symbols in cultural products from producer and/or entrepreneur as encoders and consumers as a decoders give the following results : The Logic of Symbolic Exchange Value was 33.8% and 35.4% for producers and consumers; The Logic of Functional was 25.9% and 29.6%; The Logic of Economic was 22.9% and 18.6%; The Logic of Sign was 17.4% and 16.4%, respectively 2) Associated factors and conditions were economic capital : capital money and local resources, social capital : network and cooperation, cultural capital : education and knowledge, symbolic capital : changed or combine from all capital. Furthermore, producer’s inspirations, love in the profession and Habitus were also significant. 3) Learning-space model for developing significance of symbols in cultural products includes following agents: producers and/or entrepreneurs, consumers, and stakeholder. Producers and/or entrepreneurs give symbolic significance to different OTOP products as Cultural Space : reflections on wisdom and way of life, Lush Space : developing with value added and Iconic Space : representations of Thai identity to the world. Consumers decode and give significance to products according to their existing economic capital, social capital, cultural capital and symbolic capital. Economic capital effects Logic of Function and Logic of Economic. Social and cultural capital effect Logic of Symbolic Exchange and Logic of Sign. Symbolic capital effect only Logic of Symbolic Exchange. Finally, these encoded and decoded values are in dynamic relationship, constantly transformed by the time and space of the learning-space model.
