Internal Communication with in the Thailand Women's National Football Team

Abstract

This qualitative research aimed to study internal communication within the Thailand National Women's Football Team. The objectives were to analyze: 1) communication patterns, 2) communication methods, and        3) communication content. Data were collected through in-depth interviews and focus group discussions with purposively selected key informants, comprising one head coach, three assistant coaches, and eleven athletes from the gold medal-winning team at the 2019 SEA Games, totaling 15 participants. Data were analyzed using content analysis. The findings revealed that (1) Communication patterns consisted of intrapersonal communication, interpersonal communication, and group communication, which varied according to competition phases. Pre-competition communication focused on establishing team strategies and goals to create mutual understanding. During competition, emphasis was placed on concise and clear communication to address time-limited and constantly changing competitive situations. Post-competition communication centered on performance evaluation and game analysis for team development. (2) Communication methods employed both verbal communication through speech and non-verbal communication through mutually understood gestures. These methods were adapted according to situations, contexts, and limitations during different phases. (3) Communication content during pre-competition phase emphasized conveying team philosophy and playing techniques. During competition, it focused on specific instructions and player motivation. Post-competition communication concentrated on evaluation and collective learning among team members.