การสื่อสารการเคลื่อนไหวคัดค้านการสร้างเขื่อนแม่วงก์ผ่านเฟซบุ๊ก SASIN CHALERMLARP / ลดาพรรณ สิงคิบุตร = COMMUNICATING THE ANTI-MAE WONG DAM MOVEMENT VIA SASIN CHALERMLARP FACEBOOK / Ladapan Singkiboot
The objectives of this research are to study the communication of Sasin Chalermlarp, the secretary-general of the Seub Nakhasathien Foundation, in his movement against the construction of Mae Wong dam via his personal Facebook page, to study the communication of Facebook users, and the factors that influence Facebook users to participate in the movement. Content analysis of Sasin Chalermlarp’s personal Facebook page, in-depth interview with Sasin Chalermlarp, as well as in-depth interview and focus group interviews with Facebook users who participated in the movement were used in this study. The findings show that Sasin Chalermlarp’s motives in organizing against the Mae Wong dam construction was based on seven strategies: 1) the timing of this walk, 2) the use of a smartphone to report real time events via Facebook, 3) the support from Sasin’s followers who have known him from the Big Flood in 2011, 4) the unique characteristics of Sasin, 5) the use of interesting movement activities, 6) the clear focus on target group, and 7) the use of Facebook as a communication channel. The findings also show that factors influencing the Facebook users’ participation are: their perspectives on environment conservation, their works as environment conservation networks, the characteristics of the movement leader, their belief in the environmentalist “Seub Nakhasathein” and the foundation, the convenience in travelling and participating in the event, their disagreement in the government’s non-transparent policies and processes, and other factors such as curiosity and fortuity
