DIGITAL COMMUNICATION MANAGEMENT OF MODERN POLITICAL PARTIES TO PROMOTE OF DEMOCRACY IN THAILAND

Abstract

This research article aimed to 1) Study the needs of modern political parties for digital communication systems, 2) Study the development process of digital communication management of modern political parties, and 3) Propose guidelines for the development of policies and plans for digital communication management of modern political parties. The research uses a mixed descriptive methodology. Quantitative research collected data from two sample groups: 1) Thai citizens aged 18 years and over and 2) 196 Members of Parliament. The research instrument used was a questionnaire, and the data was analyzed using descriptive statistics. Qualitative research collected data from 18 people directly involved in political digital communication. The research instrument used was a structured in-depth interview, and the data was analyzed using content analysis. The findings indicate that modern political parties require a clear and systematic digital communication system. The three most important systems are: a system for disseminating information to the public ( = 4.15), which should emphasize the presentation of complete, clear, easily accessible, and timely information. A participatory policy-making system ( = 4.10), that allows citizens to participate at every stage of the policy process, and a political party brand communication management system ( = 4.05) aimed at building a unified image and shared understanding of the party, are key considerations. Furthermore, the digital communication development process comprises four steps: defining requirements, system design, prototyping, and evaluation and improvement, which must be carried out continuously and systematically. Guidelines for developing digital communication policies and plans should focus on creating an open, transparent, and participatory system.