Political Communication and Political Consciousness that Affect Political Participation of People in Chonburi Province

Abstract

This research aimed to 1) study the level of political participation among citizens, 2) analyze the influence of political communication and political consciousness on political participation, and 3) propose guidelines to promote political participation among citizens in Chonburi Province. The study employed a mixed-methods approach based on the theoretical framework of Mc Quail, Almond and Verba, as well as Nie and Kim. The quantitative study population consisted of citizens aged 18 and over in Chonburi Province, totaling 1,188,405 individuals. The sample size was calculated using Yamane’s formula, resulting in 400 respondents. The qualitative study involved interviews with two subdistrict heads per district, totaling 22 individuals. Research instruments included a 5-point Likert scale questionnaire and semi-structured interviews. Quantitative data were analyzed using descriptive statistics, including frequency distribution, percentage, mean, standard deviation, and multiple regression analysis, while qualitative data were analyzed through content summarization.

The research findings revealed that: 1) The overall level of political participation among citizens was at a moderate level. One aspect was found to be high the exercise of voting rights while three aspects were at a moderate level, namely participation in political activities, organization and membership in political groups, and fulfillment of constitutional roles. The lowest level was found in political demonstrations. 2) The analysis of the influence of political communication and political awareness indicated that five variables perception of political information, credibility of political information sources, dissemination of political information, understanding of political rights and duties, and expression of political opinions and criticism jointly predicted citizens’ political participation by 30.1 percent, with statistical significance at the .05 level. And 3) Guidelines for promoting political participation among citizens should focus on using appropriate political communication media suited to specific target groups, enhancing knowledge and understanding of citizens’ roles in a democratic system, and organizing activities that  ...