Community Environmental Communicators’ Network Establishment and Communication Strategies: A Case of Chiang Mai Province

Rotchanakorn Baengthit

doi:10.69650/jcdrhs.2025.1032

Authors

Rotchanakorn Baengthit Department of Communication Arts, Faculty of Management Sciences, Chiang Mai Rajabhat University, Chiang Mai, Thailand

DOI:

https://doi.org/10.69650/jcdrhs.2025.1032

Keywords:

Environmental Problem, Environmental Communication, Community Environmental Communicators’ Network, Participatory Communication, Chiang Mai

Abstract

This applied research aimed to investigate the establishment of a community environmental communicators’ network in Chiang Mai Province and examine the communication strategies employed to foster collaboration within the network. Based on qualitative case studies, the research employed in-depth interviews and participatory observation focusing on four key environmental issues: ecotourism (Chiang Dao District), waste and wastewater management (Mueang Chiang Mai District), expansion of green space in urban areas (San Kamphaeng District), and sustainable agriculture (San Sai District). Grounded in participatory environmental communication theory which emphasized the empowerment of local stakeholders, inclusive dialogue, and community-led action, the findings revealed that Prachatham Media Foundation played a central coordinating role in initiating and supporting the network. The foundation facilitated the formation of the network through issue-based analysis, alliance building, and the development of proactive local communicators. These efforts enabled community members not only to participate in environmental communication but also to shape the agenda and strategies themselves. This finding also affirmed the use of three key communication strategies in establishing the network: 1) creating content grounded in core data and contextual linkage, 2) horizontal communication, and 3) participatory media. The study underscored the importance of cross-sector collaboration, including support from government agencies, business operators, external partnership networks and young audiences, for developing communication competencies and sustaining the network’s long-term activities. Ultimately, this research contributed to the theoretical understanding and practical application of participatory environmental communication. It highlighted how localized, collaborative communication network could empower communities and serve as a bottom-up mechanism for advancing sustainable environmental solutions and informing broader policy development.

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