SOFT POWER KNOWLEDGE AND UNDERSTANDING AMONG UNDERGRADUATE STUDENTS

Abstract

The aims of the research were 1) to study the level of soft power knowledge and understanding among undergraduate students, 2) to compare the soft power knowledge and understanding among undergraduate students based on the demographic factors, and 3) to study the relationship between the commonly used media and the level of soft power knowledge and understanding among undergraduate students. The sample was 305 undergraduate students of Kasetsart University, who enrolled in the second semester of the academic year 2023. Data were collected through questionnaires. The statistics employed in the research were frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, LSD, Chi-square, and Cramér's V. The predetermined level of statistical significance was set at .05. According to the findings, the knowledge and understanding of soft power were high (mean = .81, S.D. = .21). Moreover, the sample also demonstrated high levels in the areas of general knowledge (mean = .86, S.D. = .18) and university activities (mean = .76, S.D. = .28). Hypothesis testing indicated that the sample with different ages and faculties differed in their soft power knowledge and understanding. Last, there was a weak positive correlation (Cramér's V = .168) between commonly used media and soft power knowledge and understanding.