IMAGE COMMUNICATION OF LOCAL POLITICAL LEADERS

Abstract

The objective of this research was to study image communication of local leaders in terms of 1) the current image and wish image; 2) image communication planning; 3) image communication operations, and 4) evaluation of image communication. This was qualitative research done by in-depth interviews. The 22 key informants were chosen through purposive sampling from among people directly involved with image communication in local political leaders’ teams in 3 areas: Trang Municipality, Trang Province, Songkhla Municipality and Songkhla Provincial Administrative Organization, Songkhla Province. The results showed that;
1) the current image is that of the public perception and desirable image of a local political leader: well-educated, down-to-earth character, outgoing and sociable, exemplary, law-abiding., 2) communication planning for positive identity analysis to create a slogan consistent with the audience, use media and useful activities, with primary and secondary recipients, 3) communicate, set issues lay out the main content, use short words, adjust personality, and 4) evaluate and follow up the good image of local political leaders.