JOURNAL OF HUMANITIES AND SOCIAL SCIENCES SONGKHLA RAJABHAT UNIVERSITY

POLITICAL MARKETING COMMUNICATIONS OF LOCAL EXECUTIVES

Akkorn Meesuk — 2024-11-01

Political marketing communication has evolved from traditional marketing by applying the 4Ps principles. In political marketing, these principles are used for campaigning and public relations to garner votes during elections. Once elected, politicians continue to employ political marketing communication strategies to maintain political stability while fulfilling their organizational responsibilities. This involves fostering cooperation, trust, belief, and garnering support, as well as maintaining their political popularity.

Local leaders must prioritize communication that reaches the public or stakeholders accurately, promptly, and consistently. This academic article emphasizes the importance of applying political marketing communication to local leaderships communication practices. The following key points are summarized: 1) The image of organizational leaders and local policies is akin to products that must be selected, created, and improved to meet the needs of the local population, 2) The political marketing communication style of local leaders involves presenting various informative content through the organizations communication channels. This is done to disseminate information to the public, tailored to the diverse characteristics of different demographic groups. The goal is to ensure that information reaches the public through various content formats and channels according to the context of each region, and 3) The political marketing communication practices of local leaders are internal processes that are used within the organization. These practices can be applied to develop and enhance the political marketing communication of local leaders in three key areas:
1) Strategy related to image,
2) Strategy related to information and communication channels,
3) Strategy related to evaluation and participation.

IMPACT AND SOLUTION FROM THE ENFORCEMENT OF SECURITY LAW IN THE THREE SOUTHERN BORDER PROVINCES

Chayanit Bunchoo — 2024-11-01

Security problems in the three southern border provinces has led to the use of special laws in the area, which has had an impact on the rights and freedoms of the people. This article aims to study the impact of security laws in the three southern border provinces and propose solutions to address the consequences of these laws. The study found that the enforcement of all three security laws, Martial Law, B.E. 2457 (1914), the Emergency Decree on Public Administration in Emergency Situations, B.E. 2458 (2005), and the Internal Security Act, B.E. 2551 (2008), which are instruments with special powers used to manage problems of unrest in the region, has had a significant impact on the fundamental rights and freedoms of the people beyond ordinary laws and has violated legal principles. This inclusively allows individuals to be detained without a court order, extended in detention without judicial jurisdiction, or placed under military jurisdiction instead of civilian powers. The proposed solution is to restructure the responsible agencies and empower those with primary authority over the military, as well as implement measures to promote activities supporting the protection of rights and human security. There should be a review of the law enforcement process to align it with the actual needs of the area, with the goal of bringing the three southern border provinces under ordinary laws and genuinely reducing unrest in the area.

THE REFLECTION ON ECONOMIC PROBLEM IN THE SONGS OF PONGSIT KHAMPHI

Athikanyapak Saephu — 2024-11-01

The objective of the research article on the reflection of Thai society in terms of economic problems in the songs of Pongsit Khamphi is to reflect of terms of economic problems on the 19 albums of Pongsit Khamphi released between 1987 and 2018. The results of the study on the reflection of terms of the economic problems in the songs of Pongsit Khamphi revealed three issues: 1) Problems resulting from economic factors are debts, the mismatch of income and expenses, and the arrival of industrial society. 2) The effect resulting from the economic problems is unemployment; and 3) The solutions to the economic problems are migration to work in town, prostitution trading, and taking prostitution as an occupation.

THAI PEOPLE’S USE OF ENGLISH WORDS IN THE THAI LANGUAGE

Nonglak Banduwong — 2024-11-01

Research on Thai People’s Use of English Words in the Thai language aimed to investigate motivating factors in using English words in Thai, particularly an emphasis on existing English lexicons and different communication scenarios. The study examined whether speakers adopt English terms instead of Thai terminology or equivalents. Data was collected from 200 participants holding bachelor’s degrees or higher. The research findings revealed the hierarchy of reasons why Thai people integrate English terms into the Thai language, ranked from highest to lowest percentage as follows: Pronunciation convenience, accounts for 60 percent. Unfamiliarity with Thai alternatives, accounts for 26 percent. Awareness of Thai words but opting for English due to ease of recall, accounts for 11 percent. Lastly, the least prevalent reason was the specificity of vocabulary, making up 3 percent. The utilization of English words over Thai words is common among Thai speakers across all proficiency levels, driven by convenience, clarity, and effective communication to accomplish objectives.

INDICATIONS IN THE SCORING DECISIONS: A CASE STUDY OF THAI THREE-POINT SCORING LEADER IN THE THAILAND BASKETBALL LEAGUE 2023

Hanafee Yeesunsong — 2024-11-01

This case study research aims to explore indications in the scoring decisions of the Thai three-point scoring leader in the Thailand Basketball League 2023 by collecting tools through semi-structured interviews, non-participant observation, and focus group discussions. The obtained data was analyzed triangularly using data collection methods. The research results found that there are eight indicators in the decision-making of Thai three-point scoring leader in the Thailand Basketball League 2023, including 1) space available, 2) the approach and posture of rival, 3) good passing from teammates, 4) game situation, 5) position of teammates on the field, 6) team strategy and game plan,
7) fatigue and 8) self-confidence. Therefore, getting these clues help build and develop a decision-making practice for making three-point field goals.

PROMOTION OF TOURISM IN MU KOH PHETRA NATIONAL PARK: KHAO YAI ISLAND CASE STUDY BAN PAK BARA COMMUNITY, PAK NAM SUB-DISTRICT, LA-NGU DISTRICT, SATUN PROVINCE

Jarunee Khongkun — 2024-11-01

To study the level of tourism potential and guidelines to promote tourism in Mu Koh Phetra National Park a case study of Koh Kao Yai, Ban Pak Bara Community, Pak Nam Subdistrict, La-ngu District, Satun Province. This study used a combination of data collection methods (mixed method): quantitative and qualitative research. The sample group consisted of 400 people and tourists in Ban Pak Bara area responded to the questionnaire by using purposive and random sampling. There were also 10 key informants, using purposive selection, were interviewed. The data analysis involved using percentages, means, standard deviations, and content analysis.

The research found that (1) The potential of tourism in Mu Koh Phetra National Park: a case study of Koh Kao Yai, Ban Pak Bara Community, Pak Nam Subdistrict, La-ngu District, Satun Province is tourist attractions which are To Ba Bay, Fossil Bay. Prasat Hin Phan Yod, Makham Bay, and Kampu Bay.

Potential level of tourist attractions within Khao Yai Island is at a high level (= 4.11). As for the potential level of tourism concerning about attraction, activities in tourism, accessibility, accommodation and facilities are at a high level (= 4.07) (2) Guidelines for promoting tourism includes: Public relations should be done to promote tourism continuously: promoting tourists to participate in Corporate Social Responsibility (CSR) such as sustainable nature conservation, etc. Giving importance to space management; providing clear signs displaying accurate information; safety equipment for tourists should be prepared and ready to use; activities for tourists of all ages should be developed; local products should be developed to be unique; places with standards should be provided enough for tourists. Staff should regularly take care and maintain the facilities in the area.

KNOWLEDGE OF PATTANI RONGNGENG DANCE ACCORDING TO KHUN JARU WISET SUKSA KORN

kittipop kaewyoy — 2024-11-01

The purpose of this research is to study and collect knowledge of the Pattani Rongngeng dance according to Khun Jaruwiset Suksakarn's style using a qualitative research approach. The research found that the important knowledge of the Pattani Rongngeng dance according to the style of Khun Jaruwiset Suksakarn is the 9 elements of the performance: 1. Male and female dancers dance together in 1 or more pairs and 4 - 6 musicians. 2. Male dancers dress in Saleenae, female dancers wear Banong and the musicians wear a batik shirt which has evolved with the times until it became unique. 3. There are 10 songs in total.
4. The musical instruments of the Rongneng band have further developed, namely, Tambourines and bells also come into the mix. 5. Before and at the end of the dance, the dancers show respect to the audience and partner. 6. The dance moves suggest lovemaking. The specific style of the dance has its rhythm in each song that determines the hands and feet. 7. The row format has evolved to be diverse with the times. 8. The female dancer's performance equipment is a shawl, and the male dancer's is a handkerchief. It is used in the performance to convey the meaning of exchanging things and remembering each other. 9. Performance opportunity is used to welcome guests and at various festivities both in Thailand and abroad.

In addition, this study is beneficial to those who are interested in studying the Pattani Rongngeng dance according to Khun Jaruwiset Suksakarn's style by learning about the elements of the show from the past and how it has developed until the present.

EFFICIENCY OF USING ACADEMIC EXPERT DATABASE SYSTEM FACULTY OF MEDICINE, PRINCE OF SONGKLA UNIVERSITY

Nuttha Siriruk — 2024-11-01

The objectives of this research are to study 1) the efficiency of the academic expert database system; Faculty of Medicine, Prince of Songkla University and 2) problems and suggestions of the users of the system. The sample group of the research is 188 academic personnel in Faculty of Medicine, Prince of Songkla University. Research tool was a questionnaire. Statistics used in data analysis include mean (), standard deviation (S.D), and frequency distribution (f).

The overall results showed that the efficiency of using the system was at a high level (= 4.25, S.D = 0.74). For the study of the problem, feedback from users of the system found that the Researcher Portal format worked well and was appropriate. This was consistent with the efficiency of the database system in designing and presenting data, which was at a good level (= 4.43, S.D = 0.67). For the first two problems encountered, namely, the information of some academic experts was incomplete and out of date (f = 10) and lack of promotion on the use of the system (f = 5). The suggestions for such problems, require a research assistant to prepare the data from expert lecturers then update the database system (f = 5), check with each expert lecturers individually and increase communication to make them more aware so that expert lecturers and those involved realize the benefits of the database (f = 3). This study leads to the development of the more efficient operation of the system.