แนวทางและผลของการสื่อสารผลักดันความคิดทางการเมืองผ่านเครือข่ายสังคมออนไลน์เฟสบุ๊ก

Abstract

The objective of this research is to explain the approach and effect of political advocacy through facebook social network. The in-depth interview with informants and document analysis from facebook and mass media are used for research method.

The findings are as following; 1. The process of political advocacy through facebook social network consist of 4 steps : 1) framing issue 2) setting agenda by shaping the debate on mass media, proposing agenda via policy maker and activities 3) maintain the agenda publicity in mass media 4) uses mass media and facebook to extend network and arranging activities to form public opinion. The evaluation and situation monitoring should be implemented along the process.

In addition, the result indicates that the message used in advocacy are created in various strategies such as using fear approach, presenting issue on behalf  of group leader, creating  the core symbol, giving  the facts and share opinion and inviting group member to join activities. The various communication channel are used for disseminate the contents, including; facebook, mass media, personal media, event and specialized media such as declaration.

2. The political advocacy through facebook social network creates many effects that are agenda setting on facebook, agenda setting on mass media, increasing the number of group member and be able to force policy maker to react with the issue.