สื่อออนไลน์ในการหาเสียงเลือกตั้งท้องถิ่นในจังหวัดลำปาง

Anuruk Wongkhiao; Patchareeya Fongchanta; Silawat Chaiwong; Phrakrusripavarabandit (Bowronwit Aryumun)

Authors

Anuruk Wongkhiao Mahachulalongkornrajavidyalaya University
Patchareeya Fongchanta Mahachulalongkornrajavidyalaya University
Silawat Chaiwong Mahachulalongkornrajavidyalaya University
Phrakrusripavarabandit (Bowronwit Aryumun) Mahachulalongkornrajavidyalaya University

Keywords:

Online Media, Local Election Campaign, Lampang Province

Abstract

This article analyzed the use of online media in local election campaigning in Lampang Province, focusing on the dynamics of political communication in the digital era. Local candidates employed platforms such as Facebook, Line, TikTok, and YouTube to communicate policies, build political images, and mobilize public support. Guided by the theoretical frameworks of political communication and the digital public sphere, the study interpreted the role of online media in shaping local political engagement. The findings revealed four key features: 1. production of creative and accessible content, 2. building networks and fostering participation in online communities, 3. managing image and responding promptly to social issues, and 4. integrating online media with field campaigning. Challenges were also identified, including digital inequality, information credibility, and media regulation. The study offered policy recommendations to enhance transparency, fairness, and responsiveness of local elections to technological change.

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