"Kidding Story Not a Kidding”: The Development of Process Framework for Enhancing Awareness of Creative Communication and Empathy in the Thai Social Context

Kidding remarks in Thai social contexts are often perceived as trivial. However, frequent occurrences may lead to verbal bullying, particularly when the communicator does not consider the feelings of others. This study aims to develop a process framework to enhance awareness of creative communication and empathy in Thai social contexts. Additionally, it seeks to evaluate the experimental results and the disseminated application of the framework in promoting awareness of creative communication and empathy. The tools employed include: 1) a process framework for fostering awareness of creative communication and empathy in Thai social contexts, 2) a creative communication awareness scale, and 3) an empathy measurement scale. Statistical analyses consisted of mean, standard deviation, and repeated measures. The findings are as follows: 1) The process framework for promoting awareness of creative communication and empathy in Thai social contexts is titled “PUETSS.” 2) Experimental and extended applications of the framework revealed statistically significant improvements in students’ awareness of creative communication and empathy at the .05 level. These findings suggest that fostering awareness in communication encourages individuals to think before they speak and consider others’ feelings, ensuring that “kidding” does not harm others.