COMMUNICATION FOR IMPLEMENTING THE DEPARTMENT OF OLDER PERSONS' MISSION IN BUENG YITHO MUNICIPALITY, PATHUM THANI PROVINCE

Abstract

This research aimed to study 1) Communication formats for the mission implementation of the Department of Older Persons Affairs; 2) Media strategies for implementing the mission implementation of the elderly; and 3) Guidelines for developing communication for the mission implementation of the Department of Older Persons Affairs in Bueng Yi Tho Municipality, Pathum Thani Province. This qualitative research utilized in-depth interviews with 23 purposive key informants. Data reliability was verified using triangulation, comparing data from diverse informants at both the central and local levels, as well as examining document data and observations. Data analysis was conducted by generating conclusions. The results revealed that 1) There are three communication formats for operational implementation: 1.1) Integrated communication is the key to the efficiency of implementing the mission implementation of the elderly by combining the strengths of formal and semi-formal communication with the use of technology; 1.2) Formal communication through documents and policy meetings to systematically convey policies, emphasizing decentralization and participation; and 1.3) Semi-formal communication through meetings to enhance understanding and solve urgent problems. Integrated communication combines the strengths of both formats with the use of technology and digital databases. 2) Media strategies include personal media to build credibility and trust, and activity media for participation. Social media for quick access and 3) Development guidelines focusing on integrated communication that links policies from the central to the local level and using integrated media as the main tool for creating understanding are important mechanisms that help raise the level of communication and open up a two-way communication space.