Major Project (Draft 2)

Suchart Piboonwarasak 5480526722

Faculty of Arts

Message Production of Phramaha Sompong Talaputto in Dhammadelivery Programme

Chuchart (2010) conducted a study which primarily focused on Phramaha Sompong Talaputto’s message creation processes in Dhamma Delivery Programme. The research methodology is mainly qualitative; 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 (New Generation and Mature Adults), consisting of 10 individuals each were interviewed. The scope of analysis included but was not limited to various concepts related to talk show, verbal and non-verbal communication, relationship between religion and mass media, verbal message creation, etc. The results showed that; 1. Phramaha Sompong applies both verbal and non-verbal communication methods.  Verbally he makes use of speech in asking questions and describing words. Moreover, he demonstrates that he fully comprehend how to choose  eclectic variety of words that are very common, modern, exotic, transliterated, trendy/cool, precise, or religion-related. In terms of his non-verbal communication skills, they are reflected in his body posture and hand gestures. He’s adept of maintaining eye contact and always displays a pleasant facial appearance when addressing his receivers. 2. He created message processes in 3 aspects: 1) Understanding of audiences through 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.  The results show that Most of New Generation audiences are satisfied with presentation patterns and contents. Conversely, Mature Adults show significant differences between the groups who are satisfied and those who are dissatisfied.

            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 a single source; the Dhamma Delivery Programme VCD, in-depth interview with producer and speaker, and receivers. However, the interview didn’t cover the entire media. The researcher should have selected 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 the Dhamma topic of Phramaha Sompong that communicates with receivers. Messages or topics selection which compliments the knowledge of the audience will gain more trust and have better appeal. (Praditsilp, 2014)

3) Research findings were also limited in communication and Phramaha Sompong’s personal thoughts could be seen as biased. Future research should focus on broader information such as the pros and cons caused by the communication.

            The strength of this study is the methodology used.   It’s 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 covers features of the four models. 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.