Political Communication for Local Development of Administrators of local Administrative Organization in Khon Kaen Province

Abstract

This research aimed: 1) to study political communication for the local development of administrators of local administrative organizations in Khon Kaen Province 2) to develop the model of political communication for local development of administrators of local administrative organizations in Khon Kaen Province 3) to analyze the use of the model for the development of administrators of local administrative organizations in Khon Kaen Province. This research was mixed method research between qualitative research and action research. The data analyzed by content and inductive analysis. Analyze suitability, possibility, usefulness of the model using the mean and standard deviation. Analysis of the use of the model for the development using mean and standard deviation.

The research results were as follows:

1) The administrators opportunity opened for population to participant in communication. The media of local development consisted mass media, personnel media, folk media and digital media. The problem it was found that some communication had broadcasting and presentation method not suitable. The message without good sequencing and difficult to understanding. The using channel is not suitable with message want to present. Receiver lacks knowledge and readiness in receiving the message. The conditional factors affecting to communication were attitudes, communication skill, knowledge, social status, message factor, media factor.

2) The development Results of the model of political communication for local development found that there are 4 elements in the model: (1) the sender has 3 main elements, 14 sub-elements, (2) the message has 6 main elements, 12 sub-elements, (3) channels has 5 main elements, 16 sub-elements, (4) the receiver has 3 main elements with 12 sub-components. The model evaluation result was found that the model was appropriate and has a possibility and usefulness at the highest level.

3) The evaluation results of the use of the model in development found that the target group local administrators had a significantly higher mean after development than before.