Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan from the Ph.D. Program in Information and Communication Technology for Education at the Faculty of Technical Education of King Mongkut's University of Technology North Bangkok conducted a study to identify the characteristics of mass media officers in the media convergent age. They interviewed 21 media experts and identified 14 characteristics. They then analyzed the data to design a mind map relating these characteristics to individual competencies. The results of the study could be used to develop or improve curriculums for mass communication and to design education management models for the media convergent age.

1. Chantana Papattha
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.
Namon Jeerungsuwan, Ph.D.Prachyanun Nilsook, Ph.D.
Associate ProfessorPh.D. Student Associate Professor and Director
January 17-18, 2015, Kuala Lumpur, Malaysia

2. Research Background
Research Objectives
Research Methodologies
Research Results
Acknowledgements
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

3. 21st century outcome learning framework
Quality education management
Individual competencies
Characteristics Mass communication officer in media
convergent age
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

4. Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.
To experts’ perspective about of mass media officers’
characteristic in media convergent age
To synthesize characteristic of mass media officer toward
individual competencies of mass media office in media
convergent age
January 17-18, 2015, Kuala Lumpur, Malaysia

5. Two steps in the study:
First step:
In-depth interview form the 21 media’s leadership experts:
Mass communication organizations
Administrator in universities
Researchers conducted the data research from in-depth interview
Description data presentation
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

6. Second step:
Analysis and synthesis data from step one to design essential
element digital mass media officer’s characteristics
Designing mind map relation elements essential of mass
media officer in media convergent age based-on
individual competences
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

7. First Step results:
14 elements of digital mass media officers’ characteristic
in media convergent age by 21 experts
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

8. January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.
Table 1. Synthesis experts’ perspective about of digital mass media officers’ characteristic

9. Second step result:
Part 1: Analysis and synthesis characteristic of mass media
officer toward individual competences for designing model
of the education management in media convergent age
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

10. January 17-18, 2015, Kuala Lumpur, Malaysia
Table 2. Synthesis characteristic of mass media officer toward individual competences
of mass media office in media convergent age
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

11. Second step result:
Part 2: Designing mind map relation elements
essential of mass media officer in media
convergent age based-on individual competences
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

12. January 17-18, 2015, Kuala Lumpur, Malaysia
Fig. 1. Mind map relation elements
essential of the individual
competences of mass media
officer in media convergent
age based-on individual
competences framework
Source: Designed by Chantana
Papattha (2014)
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

13. January 17-18, 2015, Kuala Lumpur, Malaysia
Fig. 1. Mind map relation elements
essential of the individual
competences of mass media
officer in media convergent
age based-on individual
competences framework
Source: Designed by Chantana
Papattha (2014)
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

14. Fig. 1. Mind map relation elements
essential of the individual
competences of mass media
officer in media convergent
age based-on individual
competences framework
Source: Designed by Chantana
Papattha (2014)
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

15. Fig. 1. Mind map relation elements
essential of the individual
competences of mass media
officer in media convergent
age based-on individual
competences framework
Source: Designed by Chantana
Papattha (2014)
January 17-18, 2015, Kuala Lumpur, Malaysia
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

16. January 17-18, 2015, Kuala Lumpur, Malaysia
Three
elements of
knowledge
Seven
elements of
skills
Four
elements of
attributes
Sources: https://otrazhenie.wordpress.com/2013/01/24/negative-portrayal-of-women-and-men-in-mass-media/
http://stockfresh.com/image/1873207/cartoon-people-characters-and-emotions
http://ebiscard.com/EBizCard.Web/our-people.aspx
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

17. January 17-18, 2015, Kuala Lumpur, Malaysia
The result of the research study were:
to develop or approve curriculum for mass
communication or communication arts
to design education management model in media
convergent age
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

18. January 17-18, 2015, Kuala Lumpur, Malaysia
Rajamangala University of Technology
Phra Nakhon (RMUTP),Thailand
King Mongkut’s University of Technology
North Bangkok (KMUTNB), Thailand
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.

19. January 17-18, 2015, Kuala Lumpur, Malaysia
e-mail: chantana.p@rmutp.ac.th
Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan
Ph.D. Program in Information and Communication Technology for Education, Faculty of Technical Education,
King Mongkut’s University of Technology North Bangkok, Bangkok, Thailand.