The Development of Digital Mass Communication Officer

Chantana Papattha, Ph.D. Lecturer

July 20-21, 2015 at BITEC, in Bangkok, Thailand

Rajamangala University of Technology Phra Nakhon & King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

Namon Jeerungsuwan, Ph.D. Associate Professor and Director

Prachyanun Nilsook, Ph.D. Associate Professor

Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan

Research Background

Research Objective

Research Methodologies

Research Results

Acknowledgements




21st century outcome learning framework

Digitalization impact

Professional competences

Competences of Mass communication officer in

digital age




To develop the competence indicators of digital

mass communication professional by using Delphi

Techniques




The research methodology was Delphi Techniques by 19

experts: Administrators and Instructors

Three steps of Delphi Techniques:

1. Evaluation appropriateness of experts

2. Evaluation aspects of experts

3. Confirm evaluation aspects of experts

Data analysis: Median (Mdn.), Interquartile range (IQR.)






Table 2: Results development of components of digital mass communication officers

Professional Competences Indicators Suitability levels Commitment of Experts

Highest High Agree Disagree

1. Competences of Printed Media 10 8 2 10 -

2. Competences of Radio and

Television Broadcasting

13 7 6 13 -

3. Competences of Film Production 10 9 1 10 -

4. Competences of Digital Media 12 11 1 11 1

Total 45 35 10 44 1

Percentage 100.00 77.78 22.22 97.78 2.22




Printed Media

10 Indicators

3i = Knowledge

Knowledge of publishing printed media operated by digital system and electronic publishing produced by computer software

Demonstrating good skills of communication using texts, colors, and images

Knowledge of business management in publishing industry

6i = Skills

Production skills for print media operated by digital system and electronic publishing produced by computer software

Demonstrating creative writing skills for print media

Ability to create contents for print media

English writing skills for print media

Solving problem skills for digital publishing

Design skills for print media

1i = Attribute Demonstrating good skills of communication using texts, colors, and images




Radio and Television

Broadcasting

13 Indicators

4i = Knowledge

Knowledge of business administration in broadcasting industry and broadcasting studio operation

Knowledge of video content and audio production techniques with digital system

Knowledge of how to operate the equipment for radio and television broadcasts

Knowledge of video shooting techniques, video and audio editing, lighting, setting, and presenting image and audio through radio and television broadcasts

7i = Skills

Ability to produce video content and audio with techniques using digital system

Ability to control various newsroom equipment for radio and television broadcasts

Having skills of video shooting techniques, video and audio editing, lighting, setting, and presenting image and audio for radio and television broadcasts

Ability to communicate and express feelings and emotions via image and audio

Production skills for all types of radio and television

Ability to host live television and radio including recorded programs n programs (Pre-Pro-Post)

2i = Attributes Problem solving skills in case of live broadcasting

Verbal skills, tone, speech, personality, and appearance required for the newscasters




Film Production

10 Indicators

5i = Knowledge

Familiarity with film production equipment and tools used for, e.g., lighting, setting, and video and audio editing

Knowledge of film production (Pre-Pro-Post)

Knowledge of international law, film rating system, and related ethics

Knowledge of business management in motion picture/video industry

Knowledge of filmmaking process

4i = Skills

Ability to present stories, motion, and audio including universal signs and symbols in cinema

Production skills with techniques for motion and audio using digital system

English language skills for international communication in film business

Writing skills for screenplays and ability to bring creative production

1i = Attribute Ability to deliver creative production to people without negative influences on society




Digital Media

11 Indicators

i = Knowledge

Knowledge of how to interact with digital media and use them as the communication tools

Knowledge of business management in digital media

Computer knowledge; computer, a medium that connects to other sources of information

Knowledge of virtual reality especially presentation in 3D

Knowledge of website building and creating web content for the target groups

6i = Skills

Production skills for multimedia including texts, image, moving image, audio, and interactive multimedia

Virtual reality skills in 3D presentation

Having skills for multimedia convergence, communication technologies, computer technology, and equipment for digital presentation

Ability to build website and create web content for the target groups

Familiarity with publishing information and coverage on the internet via website, social network, and social media according to ethics and Computer Crime Act

Ability to publish information and cover news on the internet via website, social network, and social media according to ethics and Computer Crime Act

1i = Attribute Ability to search, analyze, synthesize, and distribute information and news as well as being able to select information available on social network securely, legally, and responsibly




Competences of Printed Media

Competences of Radio and Television Broadcasting

Competences of Film Production

Competences of Digital Media

Rajamangala University of Technology

Phra Nakhon (RMUTP),Thailand

King Mongkut’s University of Technology

North Bangkok (KMUTNB), Thailand




e-mail: [email protected]




Education

The Development of Digital Mass Communication Officer