—The objectives of the research study were to: (1) study experts’ perspective about mass media officers’ characteristic in media convergent age and (2) synthesize characteristic of mass media officers toward individual competences. The qualitative research was to conduct in-depth interview from 21 experts who were the leader in the field of media. The experts were the executive in mass communication organizations and administrator in universities. The research results revealed that there were 14 elements of digital mass media officers’ characteristic including interdisciplinary knowledge, keenness, communication skills, systematic thinking, creative thinking, analysis thinking, critical thinking, media literacy, flexibility in working, active learning and self-learning, mass communication ethics, public consciousness and responsibility, multi-skilling, and integration and application to work. The syntheses characteristic toward individual competences of mass media officer consisted of three elements included knowledge, skills, and attributes. The knowledge elements composted of three essential elements including interdisciplinary knowledge, media literacy, and mass communication ethics. The skill elements consisted of eight essential elements including communication skills, systematic thinking, creative thinking, analysis thinking, critical thinking, active learning and self-learning, and multi-skilling. The attribute elements comprise of four essential included keenness, flexibility in working, public consciousness and responsibility, and integration and application to work.
—Characteristic, digital mass media officer, individual competences, media convergent age.
Chantana Papattha and Prachyanun Nilsook are with the Division of Information and Communication Technology for Education, Faculty of Technical, King Mongkut’s University of Technology North Bangkok (KMUTNB), Thailand (e-mail: email@example.com).
Namon Jeerungsuwan is with the Department of Technological Education, Faculty of Technical Education, King Mongkut's University of Technology North Bangkok, Thailand.
Cite: Chantana Papattha, Prachyanun Nilsook, and Namon Jeerungsuwan, "Characteristics of Digital Mass Media Officer in Media Convergent Age," International Journal of Modeling and Optimization vol. 5, no. 4, pp. 313-316, 2015.