กลยุทธ์การสื่อสารทางสังคมเพื่อคัดค้านการขนถ่ายถ่านหินที่บางปะกงและศรีราชา

Abstract

The purpose of this research is to study the social communication strategies and tactics used to protest coal transportation at Bangpakong and Sriracha as well as their motivation for protesting.

This research used qualitative methods including (1) in-depth interviews of 40 key informants by the use of the snowball sampling technique and (2) a documentary analysis of news articles and data involving coal transportation at Bangpakong and Sriracha. The results of the research show that the strategies employed to protest coal transportation were successful at Bangpakong but not at Sriracha. The key leader at Bangpakong used more effective strategies to build a protest movement such as issue management, networking, persuasion, word of mouth, assigning appropriate duties and roles, negotiation, building legitimacy, and media advocacy. On the other hand, the key leader at Sriracha did not use issue management of the strategies used at Bangpakong and therefore was not effective or successful in their protest movement. Results of research show that the motivation of people who protest coal transportation at both Bangpakong and Sriracha are fear of the dangers of coal and a high value of their careers. The motivation of the protestors at Bangpakong is higher than Sriracha in the area of