Abstract:
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This research is an exploratory research, applying mixed research methods of
both qualitative and quantitative, aims to study typology, domain, and characteristics
of cultural indices and measurement for media. The research was conducted in 3
stages. The first stage was the stage of documentary research on related theories,
concepts, and articles, and of gaining experts’ opinions by Delphi Technique. The
second stage was the stage of factor extraction towards cultural sub-components and
indicator factors, conducted with 720 mainland-ASEAN representatives from 6
regions in Thailand. The last stage was a test of developed instrument by verifying
program content from the studied common-culture indicators gained from the second
stage. The results of each stage were found as followed:
For documentary research, primary data from the previous studies and
humanistic evidence was arranged according to the UNESCO Framework for Cultural
Statistics or UNESCO FCS and ESSnet-Culture, and applied with ASEAN CultureSpecific attributes. As a result, preliminary indicators and component variables
consisting of 7 sub-components or domains, and 29 indicator variables were formed.
At the stage of trend forecasting by Delphi Technique method, the preliminary
variables (7 sub-components and 29 indicator variables) were proposed to 7 experts
for refinement. From using this technique for two rounds, 9 sub-components, and 47
indicator variables were rated by 7 experts at very appropriate to the most appropriate
level, namely Me 4-5, IR ≤ 1.50, with consensus.
The following stage was Confirmatory Factor Analysis in which 47 ASEAN
cultural indicator variables were tested by Structural Equation Model and found to be
congruent with empirical data gained from 720 subjects. The findings also showed
that a model for ASEAN common-culture indices composed of 1 principal component
(ASEAN), 9 sub-components (A-I), and 47 indicator variables (X1-X47). According
to statistical value of Model Fit Indices, the expected model was found to be
congruent with empirical data model, namely (χ2/df = 1.761, GFI = . 912, AGFI =.895, NFI = .956, RMSEA = .033 (PCLOSE = 1.00), RMR = .019, with regression weight or path coefficient of .726 - .940 and with estimating predicted coefficients at 52.7 - 88.3% (R2between .527 - .883).
At the last stage, the efficiency of all 47 ASEAN cultural indicator variables
was tested for the practicality by developing numerical tally sheet instrument and
testing them on informative content of 100 selected episodes in the television program
with quantitative content analysis. From the testing, the model and instrument was
proved to be efficient in tallying ASEAN common culture inclusively and had a
potential in extracting culture from program content satisfactorily.
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