Political Communications in Thailand through Social Media

Abstract

The Research on “Political Communications in Thailand through Social Media” is a qualitative study in which documents were utilized, and content analysis was employed to analyze the data.  The objectives of the research were (1) to examine the context of Thai political communication from 2006 to 2020; (2) to examine the communication process of political actors through media phenomena, particularly social media; (3) to examine the phenomenon of convergence of traditional and new media; and (4) to investigate the success factors of Thai political communication in the context of a changing social and technological environment. In conjunction with political communication theory, innovation, public space, new social movement, and spiral dynamics, Berlo's Theory of Communication was used as the major research framework for study.

            The findings revealed that 1) the political communication setting of Thailand has developed consistently from 2006 to 2020; 2) messengers have a significant influence in determining the social media communication tactics of political players. "Arts of Marketing" plays a part in targeting political communication, with Thai society's viewers being somewhat diverse. In the theory of dynamics, their vulnerability to social trends and heroism correlate to the qualities. Thus, viral marketing (word-of-mouth communication) is successful; 3) the phenomenon of social media convergence is a new media invention that drives the masses in the digital age and enables the creation of the "new social movement." It extends beyond the confines of "Public Areas" to include both offline and online aspects. In this virtual public environment, operators may duplicate datasets fast and simply, regardless of place or time; and 4) it was discovered that the success aspects of political communication in the Thai social environment consist of "messengers" with excellent speaking skills and knowledge of modern marketing techniques and digital abilities. "Messages" that responds to the preferences and behaviors of the intended audience. "Communication channels" blends innovative new media with old media. And a "receiver" that is able to react rapidly to trends.