The use of media and journalism to cultivate values and culture in Thai society

     The many forms of media in today’s world play an important part in cultivating the values and culture of Thai people. Encouraging media and mass media to strictly comply with the Media Code of Conduct, scheduling of broadcast media programs, and arranging broadcasting areas during prime time, as well as promoting the creative use of social media and social networks, in ways that present examples of morality, ethics, and public spirit, are essential for cultivating morality, ethics, and desirable values.

     Good values for the public will be constantly strengthened if social measures are implemented to encourage entrepreneurs and media professionals to embrace professional ethics and social responsibility. This includes strengthening the immunity to media choices or media information literacy for children, youth, and the general public, surveillance of proper media consumption, promoting activities and media campaigns, and promoting morality, ethics, and values of Thai society in various ways.

      Media can create social change when they contain high-quality content that is widely produced and disseminated. In particular, children and young people are able to access, recognize and understand the good media content, leading to a change in values and culture, and cultivating desirable characteristics of Thai people.

      The goal is to “strengthen Thai society, build immunity for the people in the society, and create a safer and more creative learning society.” “The level of success of creating awareness and safe and constructive use of the media of the target population” are considered the indicators.

     The target levels of success in creating awareness, and the target population’s safe and creative use of media, have been set as follows:

70% in 2018-2022
80% in 2023-2027
90% in 2028-2032
90% in 2033-2037.  

Guidelines for development include the following:

     1. Develop creative media by scheduling of broadcast media programs and arranging broadcasting area during prime time to present creative media, including promoting the creative use of online media and social networks to present examples of morality, ethics, and public volunteerism, to instill morality, ethics, and desirable values, creating a better understanding of the role, rights, and duties of good citizenship to the general public, especially among children

     2. Develop publication media to encourage media and journalism outlets to work strictly on freedom in conjunction with the Media Code of Conduct and social responsibility. Develop content that is factual and of high quality, including enhancing the immunity of knowledge in the choice of media or media adaptation and online media to children, youth, and the general public, as well as monitoring people’s consumption of appropriate media;

     3. Develop information network structures for people so that they can access accurate, reliable, and quality information.

Source: Office of the National Economic and Social Development Council, 962 Krung Kasem Road, Wat Somanus, Pom Prap Sattru Phai, Bangkok 10100 
Tel. +66 2280 4085