The Communication Patterns for participatory in Policy Formulation of the Napho Sub-district Development, Kusuman District, SakonNakon Province

Abstract

The objectives of this research were to study communication for promoting participation in setting policies to develop Na Pho Sub-district, Kusuman District, Sakon Nakhon Province, in terms of 1) the communication process; 2) communication patterns; and 3) approaches to developing better communication. This was a qualitative research based on in-depth interviews. The 15 key informants were chosen by purposive sampling from among people who were directly involved with communicating for participation in setting policies to develop Na Pho Sub-district for at least 4 years. The research tool was a semi-structured interview form. Data were analyzed deductively.

The results showed that 1) the image-building process was made up of 4 parts (1) the message senders were people directly involved in the work of creating public participation in development plans, i.e. the chairman of the sub-district administrative organization (SAO), the vice chairmen of the SAO, SAO public relations workers, village headmen of all the villages in the sub-district, members of the sub-district council, community leaders, village public health volunteers, guild leaders, educational institution administrators, religious leaders and citizens. (2) The messages were mainly about everyone’s cooperation in forming development plans, policies and possibilities for developing the sub-district, and expected benefits. (3) the communication channels were mixed media including the public address system, Facebook and Line applications, telephones, and meetings. (4) The message receivers were stakeholders including all the residents of the sub-district, public health volunteers, personnel of educational institutions, personnel of the sub-district health promotion hospital, and members of the guilds. 2) Three composite patterns of communication were identified: (1) personal media, in the form of ideological leaders, who listened to and screened people’s opinions; (2) public hearings; and (3) information was gathered and spread through online social media. 3) Four approaches were recommended to develop better communications: (1) both message receivers and message senders have to develop their skills of explaining, giving reasons and persuading; (2) messages that are communicated should be composed of selected information that is relevant and necessary; (3) there should be diverse communication channels that are compatible with the behaviors and technology of the message receivers; and (4) public hearings should be held at appropriate locations with a suitable atmosphere and the necessary tools and equipment for people to exchange ideas.