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Buddhist Public Relations Model for Thai Community Development: Theoretical and Practical Implications
Unformatted Document Text:  Buddhist Public Relations - ICA-15-11634 14 Formulating the Integrated Research Design My attempt, so far, is to visualize Buddhist public relations theory-developing research through the co-operative inquiry process. Based on the co-operative rationale, I make use of the integrated research methods of critical-qualitative ethnography and the collaborative action method as I examine a particular community-based organization that claims the relational integration framework and Buddhist perspectives as its core values. However, it should be noted at this point that this study has not been conducted with a focus on the selected community-based organization, but on the social actions and social system of that organization. The objectives for conducting the integrated research method are “to understand, not predict; to analyze, not generalize” (Wendt, 2001, p. 56) and “to ferret out” (Geertz, 1973, p. 26) social interactions and power and community relationships taking place between the community-based organization and its local communities. In addition, it is also designed to elicit insight on subjective experiences common to the community actors and to determine the significance of the communicative actions discovered with respect to the social system at large. Unlike extreme postmodernism, marked by excessive relativism and subjectivism, Wendt (2001) suggested that the critical-qualitative hermeneutics seek to examine “power dynamics in terms of freedom, equity, and a sense of justice, then argue for social change that will enact this equity” (p. 16). To this extent, the qualitative perspective brings an alternative way of knowing to a critical research by attempting to understand social conditions and social order as a less-than-rational or subjective dynamic. Viable critical-qualitative ethnographic research relies on observing what local people do and say in everyday life situations. It sees qualitative human inquiry as a

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
14
Formulating the Integrated Research Design
My attempt, so far, is to visualize Buddhist public relations theory-developing
research through the co-operative inquiry process. Based on the co-operative
rationale, I make use of the integrated research methods of critical-qualitative
ethnography and the collaborative action method as I examine a particular
community-based organization that claims the relational integration framework and
Buddhist perspectives as its core values. However, it should be noted at this point
that this study has not been conducted with a focus on the selected community-based
organization, but on the social actions and social system of that organization. The
objectives for conducting the integrated research method are “to understand, not
predict; to analyze, not generalize” (Wendt, 2001, p. 56) and “to ferret out” (Geertz,
1973, p. 26) social interactions and power and community relationships taking place
between the community-based organization and its local communities. In addition, it
is also designed to elicit insight on subjective experiences common to the community
actors and to determine the significance of the communicative actions discovered with
respect to the social system at large.
Unlike extreme postmodernism, marked by excessive relativism and
subjectivism, Wendt (2001) suggested that the critical-qualitative hermeneutics seek
to examine “power dynamics in terms of freedom, equity, and a sense of justice, then
argue for social change that will enact this equity” (p. 16). To this extent, the
qualitative perspective brings an alternative way of knowing to a critical research by
attempting to understand social conditions and social order as a less-than-rational or
subjective dynamic.
Viable critical-qualitative ethnographic research relies on observing what local
people do and say in everyday life situations. It sees qualitative human inquiry as a


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