Political Communication of Ms. Auypornsri Chaowalit During 2023 – Present

Abstract

Political communication plays a crucial role in building relationships between politicians and citizens. This research article aims to 1) study the economic and political contexts affecting the communication of Ms. Auypornsri Chaowalit, a Member of the House of Representatives for Nakhon Si Thammarat Province, Constituency 9, during the period of 2023 - present, and 2) analyze her political communication process, including the characteristics, strategies, and communication channels, under the conceptual framework of transformational leadership theory, political communication, and new media.This study employs a qualitative research methodology. Data were collected through document analysis, analysis of interviews and political speeches, on-site observations, and analysis of social media activities

The results revealed that the local economic and political contexts played a crucial role in shaping the case study's transformational leadership, which focuses on grassroots economic development and reducing social inequality. Regarding the political communication process, it exhibits media integration by utilizing a mixed strategy of traditional channels and online media. The application of local dialects and the presentation of easily accessible content, coupled with continuous on-site visits to listen to the citizens' problems, resulted in public acceptance and trust. The findings reflect that the application of new media combined with on-ground communication in the contemporary political context is a vital tool that effectively promotes good relationships and enhances political participation between politicians and citizens.