The ‘Muang Jai Dee’ TV Program: The Use of Community-Based Social Marketing to Promote Universal Design Principles

Abstract

The objective of the study was to consider how several communities in Thailand applied Community-Based Social Marketing (CBSM) to Universal Design (UD) principles to renovate their living spaces to make them more accessible to the disabled and the elderly. Universal Design is the concept of special design of buildings and public spaces for persons with disabilities and the elderly. Originally an American and European approach, it has been expanded to include product design, architecture, and urban design and to systems of media and information technology.
The researcher used qualitative methods to gather information by collecting data from documents, from many episodes of the TV program, and from in-depth interviews with those who played a leading role in the program. The data was then analyzed to cross-check for validity and reliability and to identify examples where UD principles had been successfully applied to renovation projects. First, data was collected from videos. The Muang Jai Dee TV program was first broadcast on October 8th, 2012 and ended on January 28th, 2013. However, the researcher studied 15 tapes of the program via the internet and YouTube. Those tapes were programs 1-9, 11, 12, 14, 15, 16, and 17 over the four-month broadcast period. Second, data was collected from electronic sources. Here the researcher obtained additional information from Thai Health and ASA from electronic sources, including