INNOVATIVE COMMUNICATION FOR DRIVING SUSTAINABLE DEMOCRACY BY POLITICAL PARTY IN DIGITAL ERA

Abstract

Communication innovation plays a crucial role in driving democracy in Thai society, as political parties can utilize digital media to disseminate policies, analyze online user behavior, and develop strategies that accurately respond to citizens’ needs. enabling more accessible, rapid, and interactive political communication. However, communication in the digital age for modern political parties still faces significant challenges, including misinformation, fake news, manipulated trends, and digital algorithms that reinforce one-sided information, which may intensify political polarization and undermine the credibility of political parties in the public eye. Furthermore, the digital divide between urban and rural areas remains an obstacle preventing some groups from having equal access to political information. Therefore, political parties must adapt by employing a variety of online platforms in combination with big data systems and artificial intelligence to analyze behavior and predict public opinion. They must also establish a modern news verification system to concretely prevent and address fake news. Clearly defining target groups and delivering core messages that align with party ideology and key policies ensures that information reaches citizens effectively while fostering broad political participation. Modern political parties should therefore develop integrated communication models across multiple platforms, alongside open and responsible communication processes, and establish clear yet flexible strategies. Such approaches will strengthen the quality and sustainability of democracy and enable citizens to play an active role in shaping their political future.