POLITICAL COMMUNICATION OF ADMINISTRATORS OF HUAIPONG SUB-DISTRICT ADMINISTRATIVE ORGANIZATION, KHOK SAMRONG DISTRICT, LOPBURI PROVINCE

Abstract

This research aimed: 1. To study the level of political communication of the administrators of the sub-district administrative organization, 2. To study the relationship between the Saraniyadhamma principle and political communication of the administrators of the sub-district administrative organization, and 3. To study the approach to integrating the Buddhist principles for political communication of the administrators of the sub-district administrative organization. The research used mixed-methods: quantitative research using a questionnaire with a reliability of 0.875 for the whole questionnaire. Data were collected from 347 samples and analyzed using frequency, percentage, mean, standard deviation, and Pearson’s product moment correlation coefficient. Qualitative research, data were collected from 9 key informants by in-depth interview.

The research results were found that 1. The level of political communication of the sub-district administrative organization executives was at a high level overall. When considering each aspect, the political organization aspect had the highest mean value at a high level. 2. The principle of Saraniyadhamma and political communication of the sub-district administrative organization executives had a moderately positive relationship (R=.658**) with a statistically significant level of 0.01 when the executives integrated political communication with the principle of Saraniyadhamma, it was more effective. 3. The integration of Buddhist principles for political communication of the sub-district administrative organization executives was found that 1. Mettakayakarma, executives worked with kindness, had polite and gentle behavior, and helped the public willingly, 2. Mettavacikarma, executives spoke politely and pleasantly, communicated clearly, and informed the public of useful information, 3. Mettamanokamma, executives respected the thoughts of others and listened to the opinions of the public, 4. Sataranapoki: administrators shared things fairly and equally with the people, 5. Sila Samanyata: administrators followed laws, regulations and rules, behaved honestly and upholded justice, and 6. Ditthi Samanyata: administrators shared good views with the people and believed in common principles.