The Political Communication Process of Local Administrative Organization Leaders in Nakhon Si Thammarat Province

Abstract

This research aims to: (1) study the political communication processes, and (2) study the political communication patterns of local administrative organization leaders in Nakhon Si Thammarat Province. A mixed-methods approach combining quantitative and qualitative research was employed. The sample size was calculated from a total population of 1,393,348 residents using Taro Yamane's formula, resulting in a sample of 400 residents selected through stratified random sampling and cluster sampling. Qualitative data was collected through in-depth interviews with target groups, namely local politicians, academics, media personnel, government officials, and citizens, using purposive sampling with a total of 10 individuals. Data were analyzed using frequency, percentage, mean, standard deviation, and content analysis.

The findings revealed that: (1) Regarding the political communication processes, the overall level was high ( = 4.18, S.D. = 0.90). Considering each aspect based on
the SMCR model, the receiver aspect had the highest mean ( = 4.27), followed by the effect of communication ( = 4.27), communication channels ( = 4.17), sender's skills ( = 4.12), and leader's background ( = 4.05), respectively. The leaders aimed for citizens to truly acknowledge, understand, and participate in local development. (2) Regarding political communication patterns, content analysis showed that leaders generally employed diverse two-way communication strategies through traditional channels (e.g., village meetings), which remain vital in rural areas, and digital platforms (e.g., Facebook, LINE), which are prominent among urban residents and younger generations. Key success factors for effective communication include leaders’ listening and speaking skills, appropriate channel selection, and an understanding of the community context. However, significant challenges persist, particularly the digital divide and the interpersonal skills of leaders. Nonetheless, citizens are more likely to accept and support local leadership when they receive clear information and are given opportunities to express their opinions openly.