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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 16 different views of social reality—will focus on the process of how certain shared meanings and understandings of the particular sociocultural context are created, and the process of ongoing constructions of multiple ontological claims. Incorporated with the critical-qualitative ethnography, this new integrated research method emphasizes “the use of action-related constructs, and intellectual emancipation through unpacking taken-for-granted views and detecting invisible but oppressive structures” (Mile & Huberman, 1994, p. 9). Early in 1999, while I was reading the business section of The Nation newspaper Web site, I came across an autobiographical article by S.W. (I have changed some names, such as people, organization, and projects, in my research, especially those related directly to the subject under study), a wealthy corporate executive and prominent social activist whose business ideology is to support rural cooperatives and community-based organizations. S.W. said all his works were inspired by the goodness of his family and His Majesty King Bhumibol (the current King of Thailand and ninth of his dynasty), who has been working with the rural people and the poor for many years. I became interested in one of S.W.’s community business projects, called the CB co-operatives. Founded by a group of social thinkers, the CB is an urban retail cooperative that aims to stimulate Thailand’s socioeconomic community development based on the relational integration framework by turning self-sufficiency schemes into reality. Its novel public relations and marketing strategy concentrates on building relationships between urban and rural communities and encourages the formation and interaction of community-based organizations to distribute and sell their products to the CB co-operative. After a year and a half of keeping pace with the CB co-

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
16
different views of social reality—will focus on the process of how certain shared
meanings and understandings of the particular sociocultural context are created, and
the process of ongoing constructions of multiple ontological claims. Incorporated
with the critical-qualitative ethnography, this new integrated research method
emphasizes “the use of action-related constructs, and intellectual emancipation
through unpacking taken-for-granted views and detecting invisible but oppressive
structures” (Mile & Huberman, 1994, p. 9).
Early in 1999, while I was reading the business section of The Nation
newspaper Web site, I came across an autobiographical article by S.W. (I have
changed some names, such as people, organization, and projects, in my research,
especially those related directly to the subject under study), a wealthy corporate
executive and prominent social activist whose business ideology is to support rural
cooperatives and community-based organizations. S.W. said all his works were
inspired by the goodness of his family and His Majesty King Bhumibol (the current
King of Thailand and ninth of his dynasty), who has been working with the rural
people and the poor for many years.
I became interested in one of S.W.’s community business projects, called the
CB co-operatives. Founded by a group of social thinkers, the CB is an urban retail
cooperative that aims to stimulate Thailand’s socioeconomic community development
based on the relational integration framework by turning self-sufficiency schemes into
reality. Its novel public relations and marketing strategy concentrates on building
relationships between urban and rural communities and encourages the formation and
interaction of community-based organizations to distribute and sell their products to
the CB co-operative. After a year and a half of keeping pace with the CB co-


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