BUDDHIST METHODS TO PROMOTE POLITICAL COMMUNICATION IN LOCAL ELECTIONS OF CHALOEM PHRA KIAT DISTRICT, SARABURI PROVINCE

Abstract

This research aims to 1. Study the level of political communication in the local elections of Chaloem Phra Kiat District, Saraburi Province 2. Compare people’s opinions on political communication in the local elections 3. Present Buddhist methods to promote political communication in the local elections The research is a mixed-methods quantitative research using a questionnaire as a tool for data collection. The sample group is 397 people aged 18 years and over in Chaloem Phra Kiat District, Saraburi Province. The statistics used for data analysis include frequency, percentage, mean, and standard deviation. Hypothesis testing is done by using t-test, F-test, and one-way analysis of variance. Qualitative research uses in-depth interviews with 9 key informants. Data is analyzed by descriptive content analysis.

The research results found that 1) The level of political communication in the local elections of Chaloem Phra Kiat District, Saraburi Province is at a moderate level. The aspect with the highest average value is the sender, followed by the information aspect, and the aspect with the lowest average value is the message delivery channel. 2) Comparison of political communication in the local elections classified by personal factors, people of different genders There were opinions on political communication in the local elections of Chaloem Phra Kiat District, Saraburi Province, in general and in each aspect, and therefore the research hypothesis was rejected. 3) Buddhist methods to promote political communication in the local elections of Chaloem Phra Kiat District, Saraburi Province by using the principles of the Four Bases of Power: (1) Chanda, satisfaction in working honestly for the public good; (2) Viriya, perseverance in developing the local area according to the campaign policies; (3) Chitta, caring, having virtue, and not being selfish; (4) Vimangsa, using reason and analyzing information fairly and transparently. These principles help create good politics in the community.