AN ANALYSIS OF HEALTH COMMUNICATION AND THAI HERBS DISCOURSES FOR SELF-CARE FROM CORONAVIRUS DISEASE-2019 VIA SOCIAL MEDIA OF MEDICAL AGENCIES IN THAILAND

ABSTRACT

The objectives of this research were 1) to investigate health communication of "Thai herbs";2) to investigate Thai herbs discourses;and 3) to analyze contents, language and social context of "Thai herbs" discourses for self-care from coronavirus disease-2019 via social media of medical agencies in Thailand by means of qualitative research with an analysis of discourse information from contents and language via social media of the Department of Thai Traditional and Alternative Medicine. Moreover, in-depth interviews was applied with purposive sampling technique, including personnel in charge of producing contents via social media from the Department of Thai Traditional and Alternative Medicine, Protection and Promotion of Thai Traditional Medical Knowledge Subdivision, and the Institute of Thai Traditional Medicine. The findings were 1) for the process of health communication of "Thai herbs," key encoders were health professionals in Thai traditional medicine, whose emphasis was to construct participation among people and to reduce communication inequality among them with the performance strategy to conform to the Policy and National Public Relations Plan No. 5 (2016-2021) focusing on getting information from people and using it to set the directions for content production;2) "Thai herbs" discourses were 1) the body of knowledge on Thai traditional and alternative medicine;and 2) self-care from coronavirus disease -2019;3) from an analysis of contents of "Thai herbs" discourses, the followings were found (1) an inspiration in self-care from coronavirus disease-2019;(2) creating accurate knowledge in using Thai herbs;and 3) clarifying contents of fake news found on social media;from an analysis of language used in "Thai herbs" discourses the followings were found (1) creating creditability of medical information;(2) giving in-depth information;(3) exemplifying for clarity;and (4) writing through slogans;social context consisted of (1) an economic aspect affected by the hoarding of Thai herbs;(2) an aspect of trends from people's rumors;and 3) an aspect of media and information literacy.