2015-12-02 research seminar

1. Information Culture of PublicTelevision Stations inThailand
: Cases of The National Broadcasting Services ofThailand
andThai Public Broadcasting Service.
Jutatip Chanlun
Department of Information Science,
School of LiberalArts,
Sukhothai Thammathirat Open University,
Thailand.
Visiting Ph.D. Student atTallinn University,Estonia.
jchanlun@gmail.com

2. Organizational culture
• Organizational culture is the common perception of the
organization about ideas, beliefs, values, norms, practices in
the workplace including learning together in organization.
These can be transferred to the new members of the
organization. (Schein, 1984 ; Barney, 1986 ; Pillania, 2006 ;
Alvesson, 1991 ; Colquitt et al.,2009).
• Every organization, no matter how large or small it is, regardless
of type and function, wherever in the world it is situated, has an
information culture. (Oliver, 2011)

3. Information culture
• Information culture is reflected in organization's values, norms, and
practices with regard to the management and use information. Values are
the deeply held beliefs about the goals and identity of the organization, and
how it should go about attaining those goals. Norms are derived from
values, but have a more direct influence on information behaviors. Norms
are rules or socially accepted standards that define what is normal or to be
expected in the organization. Practices are repeated patterns of behavior
that involve organizational roles, structures, and forms of interaction.
(Choo, 2008)
• Information culture is a part of the whole organizational culture and is
inextricably intertwined with it. It is only by understanding the organization
that progress can be made with information management activities (Oliver,
2011, p.10).

4. • Information in organization is very importance for organizational work
process.
• The role of mass media in society with a lot of information disseminate via
television.
• Television is the most popular media and have impact to people widely.
• Television has the potential to generate both positive and negative effects,
and many studies have looked at the impact of television on society.
• Television has high impact toThai society andThai citizen if television has
strong information culture their information dissemination will benefitThai
society more.
• This study focuses on the context of Thai society.
Motivation/Statement of the problems

5. 1. From the national statistics, in 2008,Thai population 60,218,305, viewing
television 56,989,281= 94.63 %.
(National Statistical Office, 2008)
2. Compare with other media,The most ofThai consumes information from
Television. (Thansetthakit, 2013)
3. Thai people spend free time watching television 2.7 hours per day. (National
Statistical Office, 2009)
Motivation/Statement of the problems
TV
39%
News paper
36%
Others
25%

6. Why Public television?
Because public television has the objective to disseminate information to
all people without profit.
Public television is a type of media organizations which have their own
organizational culture.
Many studies found that organizational culture and information
culture are critical to business success and organizational performance.
(Widen-Wulff 2000 ; Oliver 2004)
Information culture is part of the organizational culture related to positive
organization performance. (Hoglund,1998)
Strong information culture can reflect the high- quality organizational
performance.

7. PublicTelevision stations inThailand
• Thailand had six free-to-air
terrestrial television stations:
Channel 3, Channel 5, Channel 7,
Channel 9, Channel 11 andThaiPBS.
• These stations can be classified into
two groups in terms of institutional
setting: stations that are
▫ 1. State owned and run
▫ 2. State owned but privately run

8. PublicTelevision stations inThailand
•Before 2007,Thailand had no stations equivalent to the
“public service broadcasting” (PSB) or “public
television” stations such as BBC in the United
Kingdom, NHK in Japan, or ABC in Australia, which are
directly or indirectly funded by the public but are
independent in terms of operational and editorial
matters.

9. ThaiPBS started in 2008
•Thai Public Broadcasting
ServiceAct, the new public
television station, named
Thai Public Broadcasting
Service orThai PBS,
received funds from
earmarked tobacco and
alcohol taxes as its source
of revenue. http://www.thaipbs.or.th

10. NBT started in 2008
• National Broadcasting Services of
Thailand (NBT) (formerly Radio
Thailand andTelevision of
Thailand), is a national public
service radio and television
broadcaster owned and operated
by theThai government's Public
Relations Department.
• NBT is one of the government
departments. On 1 April 2008,TV11
television stations,TV11 got a new
name: NBTTV. http://www.thaitvonline.tv/thai-tv-11-nbt/

11. What is the status of information culture, and the
factors which affect it, in the National Broadcasting
Services ofThailand and theThai Public Broadcasting
Service?
Research questions

12. •1.To study the status of information culture in National
Broadcasting Services ofThailand and theThai Public
Broadcasting Service .
•2.To study the factors which affect information culture
in the National Broadcasting Services ofThailand and the
Thai Public Broadcasting Service.
Research objectives

13. •This qualitative research tool is the interview.
•The population is 1429 public television administrators
and practitioners (436 in NBT and 993 inThaiPBS)
•The sampling group are selected by quota sampling
based on organizational structure for 40 administrators
and practitioners (17 in NBT, and 23 inThaiPBS)
Research methodology

14. Steps in qualitative data analysis.
•Used content analysis with organizational
documents and related documents.
•Transcribed interview data and analyze data by
content analysis.

15. • 1.Organizational culture (organizational structure, plan & work
flow, communication and leadership)
• 2. Information culture (information environment, information
gathering and use and information systems),
• 3. Factors affecting information culture (organization,
personnel, information technology, ethics and rules).
Research Findings : Preliminary

16. It was found that the NBT television station’s organizational structure is a
bureaucratic structure which is quite conservative.The core values are
broadcasting government public announcements and government
information forThai citizens.
The methods used to achieve these core values are informal meetings and
group meetings.
The strategy is the information accuracy from public services agencies,
while the success factors are group meetings, organizational communication
and team work.
Workgroup activities are informal meetings and technical training.The
methods of organizational communication are social media and documents.
Leadership style are communicating with staff, flexible and participation.
The details are shown inTable 1
1.Organizational culture in NBT

17. • It was found that the ThaiPBS television station’s organizational structure is
vertical organization.The core value is public television forThai citizens.
To understand the core values and duties of the goal and work for core value
by staff orientation.
• The strategy is public media dissemination forThai citizens and society.
The success factors are organizational communication, group meeting,
including on the job training.
• Work group activities are seminar, group meeting and technical training.
Communication in the organization is an informal communication through
social media.
• Leadership style are participation and highly flexible in operation.
• The details are shown inTable 1
1.Organizational culture inThaiPBS

18. Table 1: Organizational culture (1)
NBT ThaiPBS
Org.
Structure
Bureaucratic Vertical organization
CoreValue Government public
announcements and
government information for
Thai citizens
Public television forThai
citizens
Strategy The information accuracy from
public services agencies
Public media dissemination
forThai citizens and society
Success
Factor
Group meetings,
organizational communication
and team work
Organizational
communication, group
meeting, on the job training

19. Table 1: Organizational culture (2)
NBT ThaiPBS
Activities Informal meetings and
technical training
Seminar, group meeting and
technical training
Communication Informal communication
through social media and
formal through documents
Informal communication
through social media such as
Facebook, Line
Feedback Poll survey Questionnaire survey
Leadership Communicating with staff,
flexible and participation
Participation and highly
flexible in operation

20. It was found that the information culture in NBT television station consists of
the information environment of the government public relation policy and
the organizational plan.
Information gathering and use are all types of information and news.
Information sources are gov.website. Information management in
organization has been prepared through forms such as news databases.
Information literacy skills are 1) information identification and information
access 2) information evaluation 3) information use and presentation.The
working skills are 1) critical thinking skills 2) language skills 3) computer and
information technology skills.
The Information systems important for working are news databases. Sharing
information through electronic channels are via social media and email.
The details are shown inTable 2.
2.Information culture in NBT

21. It was found that the information culture in ThaiPBS television station
consists of an information environment with a written organization policy
and the organization’s information management plan. Information
gathering and use focuses on the use of news and content based on the
context of the work.
Information sources and information management focus on news
databases and the internet. Information literacy skills are 1) information
evaluation 2) information use and presentation 3) information identification
and information access.The skills required by staff are 1) critical thinking
skills 2) management skills 3) planning skills.
Information systems important for working in the organization are TV
program and news databases. Information sharing is via social media such
as Facebook, Line, etc.
The details are shown inTable 2.
2.Information culture inThaiPBS

22. Table 2: Information culture (1)
NBT ThaiPBS
Infor.Policy Government public relation
policy and the organizational
plan.
Organization policy and the
organization’s information
management plan.
Infor.
gathering and
use
All types of information and
news.
News and based on the context
of the work.
Infor.sources Mainly from the internet News databases (5)and the
internet
Infor.
management
News databases News databases

23. Table 2: Information culture (2)
NBT ThaiPBS
Infor.
literacy skills
1) Information identification and
information access
2) Information evaluation
3) Information use and
presentation
1) Information evaluation
2) Information use and
presentation
3) Information identification and
information access
The working
skills
1)Critical thinking skills
2) Language skills
3) Computer and IT skills
1) Critical thinking skills
2) Management skills
3) Planning skills
Infor.
systems
News databases TV program and news databases
Sharing
infor.
Electronic channels are via social
media and email.
Social media such as Facebook,
Line.

24. • The factors affecting information culture in NBT television station
are organizational management, work experiences,
information accuracy and infrastructure.
• The factors affecting information culture in ThaiPBS television
station are public media awareness, work experiences,
infrastructure and policies and plans.
• The details are shown inTable 3.
3.Factors affecting information culture of public
televisions inThailand

25. Table 3 : Factors affecting information culture
NBT ThaiPBS
Organization Organizational
management
Policies and plans
Personnel Work experiences Work experiences
IT Infrastructure Infrastructure
Ethics Information accuracy Public media awareness

26. • Information culture in NBT television station comprised of the
information environment of the government public relation
policy and the organizational plan. Information gathering and use
are all types of information and news. Information sources are from
gov.websites and news databases.
• Information literacy skills are 1) information identification and
information access 2) information evaluation 3) information use
and presentation.The work skills are 1) critical thinking skills 2)
language skills 3) computer and information technology skills.
• The important Information systems are news databases. Sharing
information through electronic channels are via social media and
email.
Conclusion

27. • Information culture inThaiPBS television station consists of an
information environment with a written organization policy and the
organization’s information management plan. Information gathering and
use focuses on the use of news and content based on the context of their
work. Information sources and information management focus on news
databases.
• Information literacy skills that needed are 1.information evaluation 2.
information use and presentation 3. information identification and
information access.The skills required by staff are 1. critical thinking skills
2 management skills 3. planning skills.
• Important Information systems are TV program and news databases.
Information sharing is via social media such as Facebook, Line, etc.
Conclusion

28. Discussions
• Information policy is important for public television stations,
NBT used government public relation policy and ThaiPBS used
organization policy as Svärd (2014) described information
management policy made it to create, capture, organize and
to manage the generated information in organization.

29. Discussions
• Information gathering and use are news and base on contents of work .
Information sources are from internet and news database. Information
management and information systems are news databases and
program databases. Sharing information through electronic channels are
via social media such as Facebook, Line, etc. Grimshaw (1995) described
human information activities gave organizations a competitive edge. The
quality and value of information, its sources, management and
communication were critical to the success of an organization and Curry
and Moore (2003) considered information culture as a culture in which the
value and utility of information in achieving operational and strategic
success is recognized, where ICT is readily exploited as an enabler for
effective information systems.

30. Discussions
• Information literacy skills and work skills are needed by mass
media specialists, as Zheng (2005) explained, in which
individuals’ experiences with information culture were identified.
Information culture inThai public television stations involved
with ICT skills(using information technology for information
awareness and communication), information sources (finding
information from appropriate sources), executing process (the
experiences of problem solving and decision making),
information control (focusing on bringing relevant information
within their personal sphere).

31. Factors affecting information culture inThai media
organizations areorganizational management, information
policy and goals. Oliver (2004) described factors of information
culture including recognition and acceptance of societal and
organizational requirements. Information as part of corporate
culture which emphasized information issues was related to
positive company performance and can be seen from the
information policy and information management plan applied
in the work.
Discussions

32. For personnel, work experiences can affect information
culture as well as information technology
infrastructure (Widen-Wulff 2000 ;Travica 2005) . Ethical
awareness is seen in information accuracy for public
underThai Public Broadcasting ServiceAct and Code of
Conduct.
Discussions

33. Next step
• After finished data analysis, will have draft of information
culture model of public television then bring the model to
focus group interview to find the appropriate information
culture model of public television stations inThailand.
• Using previous information culture model in the guideline
to find the information culture model of public television
stations inThailand.

34. Information Culture Model
• Information culture model from previous studied:
• Davenport (1997)
• 1. An Ecological Model for Information Management
• 2. Information Governance Model.
• Information federalism.
• Information feudalism.
• Information monarchy.
• Information anarchy.
• Marchand et al. (2001) A Model for Information Orientation.
• Curry and Moore (2003)The Evolution of Information Culture.
• Douglas (2010) Information Culture Model for theWestern Australian
Public Sector.

35. • 1. National Statistical Office,TV-digital-jud-plian-tv-Thai, http://www.nic.go.th/gsic/e-book/TV-Digital.pdf (2013) (InThai)
• 2. Siriyuwasak,U., Serithanawong, M.Television" in Principle of Communication: Media, Culture and Society. In: Principle of
Communication: Media, Culture and Society. pp. 433-471. Bangkok: Chulalongkorn University Press (2004) (InThai)
• 3. Oliver, G. Organizational Culture for Information Managers. Chandos Publishing (2011)
• 4. Davenport,T. H. Information Ecology: Mastering the Information and Knowledge Environment. Oxford University Press, New
York (1997)
• 5. Grimshaw, A. Information Culture and Business Performance. University of Hertfordshire Press, Hatfield (1995)
• 6. Act onYLEisradio Oy. Section7, Public Service (Updated on 10th August 2012)
• 7. Finnpanel, TheTV Audience Measurement, http://www.finnpanel.fi/en/tulokset/tv/vuosi/share/2014/.
• 8. Zheng,Y. Information Culture and Development: Chinese Experience of e-Health. Proceedings of the 38th Annual Hawaii
International Conference on System Sciences System Sciences, Jan. 03-06, pp: 153a-153a. IEEE Xplore Press, NewYork (2005)
• 9. Oliver, G. Investigating Information Culture:A Comparative Case Study Research Design and Methods. Archival Science. 4,
287–314 (2004)
• 10. Hoglund, L. A. Case Study of Information Culture and Organizational Climates. Swedish Library Research. 34, 73-86 (1998)
• 11.Wide´n-Wulff, G. Business Information Culture: A Qualitative Study of the Information Culture in the Finnish Insurance
Business. Information Research. 5, 3 (2000)
• 12.Travica, B. Information Politics and Information Culture: A Case Study. Inform. Sci. J. 8, 211-244 (2005)
References

36. Q&A