THE DIRECTION OF HEALTH COMMUNICATION AND DECENTRALIZATION OF LOCAL GOVERNMENT ORGANIZATIONS IN THE ERA OF UNIVERSAL HEALTH COVERAGE IN THAILAND

Abstract

Health promotion has become a growing concern in Thai society, particularly within the context of the country’s current Universal Health Coverage (UHC) era. This academic article aimed to review the conceptual framework and direction of health communication in relation to the decentralization of Local Administrative Organizations. The devolution of power to the local level is intended to restructure state authority in a way that enables local agencies to operate more efficiently, especially in the promotion of community health. Such decentralization opens up new opportunities for collaborative health communication through channels that emphasize health literacy enhancement and self-care behavior. These efforts were grounded in participatory communication processes, ensuring that community members feel a sense of ownership over the content being communicated to drive meaningful health-related change. Ultimately, this approach contributed to sustainable improvements in quality of life.