| บทคัดย่อ(English) |
This study explores the communication process for maintaining Rab Bua festival, Indepthinterview was conducted with 32 key informants namely: the festival organizers, communitymembers and guests from other communities who join the festival including staffs from relatedorganizations. The study reveals that communication occurring during preparing phase mostly is in the form ofsmall group formal meetings. However, informal communication is apparent in this phase. Thedirection of communication is two ways; top-down and horizontal. In the tradition transferalphase, communicating is through practices. It is two - way informal communication using verbaland nonverbal languages. Community leaders play an important communicating role for maintainingthe tradition. Most of them are local people and have good communicating skill since they knowmuch about the tradition and have good attitude toward the festival resulting in effectivemessage transfer. Effective communication pattern to maintain the tradition depends oncommunication skill and knowledge transfer. Two-way communications is accepted as being moreaccurate and gains more receivers' confidence. Moreover, it creates a clear understanding tomembers. Informal communications such as mouth to mouth news transmitting and activitiesparticipation are ones of the effective communication process to maintain the tradition. |
