Implementation of Moral Society Promotion by the Social Network in Phra Nnkhon Si Ayutthaya Province

Abstract

This study aims to explore the implementation of moral society promotion by the social network in Phra Nakhon Si Ayutthaya Province and to recommend guidelines to promote the moral society implemented by the social network in the province. The qualitative research method was employed via focusing groups of the 9 operational working groups in the social network. Observations in activities and investigations in relevant documentation were also used to collect data for research.
The results showed that the moral society promotion implemented by the social networks in this province existed at various levels, including individual, agency/organization levels, network levels, and between-network levels. Such implementation appeared in two dimensions: the structural dimension of the working groups and the laddered activity dimension. Problems, limitations, and major obstacles are the spread of the coronavirus 2019, flooding, changing responsible persons, insufficient budget, lack of organization or unit as coordination, and confusion in the roles of network members. However, The success factors depend on the leadership, the strength of members, the context of each area, and the social capital of each network. This research suggests that the implementation of the moral society should be reviewed and developed in terms of the working groups’ structure, budget allocation, a clear awareness of directions and guidelines, and cooperation enhancement between networks. The future research should be a comparative study in other provinces under the same or similar framework and methods.