Major Project (Draft 1)

Major Project (Draft 1)

Suchart Piboonworasak 5480526722

Faculty of Arts

 Message Production of Phramaha Sompong Talaputto in Dhammadelivery Programme

Chuchart (2010) conducted a study focuses on message creation processes of Phramaha Sompong Talaputto in Dhamma Delivery Programme. The research methodology is mainly qualitative research, consisting of analysis of presentation patterns and contents from Dhamma Delivery Programme VCD, no. 8-20, in-depth interview with producer and speaker; Grammy Television Co., Ltd. and Phramaha Sompong. For receivers, 2 groups are interviewed, which are new generation and mature adult, 10 persons each. The scope of analysis includes various concepts related to talk show, verbal and non-verbal communication, relationship between religion and mass media, verbal message creation, combined method of message creation, and taste. The results show that; 1. Phramaha Sompong applies both verbal and non-verbal communication methods in that he makes use of speech in asking questions and describing words. He knows how to choose variety of words that are very common, modern, exotic, transliterated, trendy/cool, precise, or religion-related. He also applies synchronization, mix, analogy, questions and answers, representation, humor, narration, current issues, activities, light and sound, illustration, motion, film, and music. On the other hand, his non-verbal communication is reflected by his tone of voice that is clear, gentle, precise, and quick-rhythm. His speaking expertise also includes imitation of teenagers' voices and comedian, movement hybrid such as posture and gesture. Not only can he use facial emotion to convey the message effectively, he is capable of maintaining pleasant facial appearance, happy and lively look, as well as eye contact with audiences. 2.Phramaha Sompong creates message processes in 3 aspects: 1) Understanding of audiences which are audience analysis, objective identification, and communication pattern identification in accordance with Dhamma Delivery, 2) Communication skills which is media and message selection, and 3) Communication strategies which are humor, narration, current issues, experiences, and imitation. These strategies focus on the audiences (audience-centered) and taste/preference of receivers, especially youths and teenagers. 3.Most of new-generation audiences are satisfied with presentation patterns and contents. On the contrary, mature adults show significant differences between the group who are satisfied and those who are not. The rationale behind the conflict relates to the "taste" of both groups of receivers in terms of religion and personal life. This result shows that the disagreement between two groups of receivers relates to the age, the key factor that reflects the different experiences of both groups, specifically, in terms of religious understanding or background.

            This study provides the analysis of the presentation patterns and contents, the message creation processes, and the opinions of receivers toward presentation patterns and contents of Phramaha Sompong. However there are some limitations.

1) This study selected data from Dhamma Delivery Programme VCD, in-depth interview with producer and speaker, and receivers interview which didn’t cover entirely of media. The researcher should select data from Dhamma books also. Comparative studies with other media will reflect the presentation of Dhamma efficiency. (Kedreungroj, 2011)

2) The researcher didn’t analyze about the Dhamma topic of Phramaha Sompong that communicate to receivers which doesn’t make the research complete. Messages or topics selection which appropriate with the knowledge audience nowadays will gain more trust and   attractive. (Praditsilp, 2014)

3) Research findings has also limited in communication and Phramaha Sompong’s thought which in the view of one side. Future research should focus on broader information such as the pros and cons caused by the communication.

            The strength of this study is that the methodology used is widely accepted for research in the same area. Especially, the SMCR Model, models of communication that can be used to study the process of communicating effectively. The researcher also studied the communication process of Phramaha Sompong profoundly and cover features the four models of such communication. Another advantage of this study is that the results were clearly described with illustrated figures and conclusions were made according to the results in the study.

References

Chuchart, C. (2010). Message production of Phramaha Sompong Talaputto in

            Dhammadelivery Programme. Communication art Review., 14(1), 82-99.

Kedreungroj, C. (2011). Communication process and tactics in Dhamma books authored 
            by Buddhist Bhikku W.Vachiremaethee. Research and Development., 3, 78-91.

Praditsilp, W. (2014). Innovative religious communication of Phra Paisal Visalo in present

            Thai social context. Moral and Virtue., 3(1), 35-55.