Persuasive Strategies of Progressive Movement on Facebook fan pages

Abstract

The research on “The Persuasive Strategies of the Progressive Movement on Facebook Fanpage” aims to study the strategy of persuasion to the target group of the Progressive Movement through the Facebook fan page by studying content analysis and secondary data such as the data from online platforms, which is the process of planning political communication methods. The results of the study from data collected through a coding sheet to analyze the content through the concept of nine persuasion strategies found that the political communication of the Progressive Movement through the Facebook fanpage uses 208 times of persuasion strategies in total, including the use of strategies for building good relationship in communication the most (85 times Liking), followed by strategies for explaining details of information (40 times Explanation) and the least used strategy is the one time strategy for collecting merit (debt) respectively.

In addition, the Progressive Movement has a unique style of communication. There are detailed contents for providing knowledge through political events so that the people can easily understand the events. Including the use of the highlight of the Facebook fanpage, which is the #hashtag symbol such as #Progressive Movement in communication to create a communication center and express opinions of political network groups on Facebook fanpage to create a trend of interest in society. From both parts of the communication content, there is the nature of sending messages that are political activities. The messages that are sent to groups of people contain content that persuades or invites them to participate in political activities. Therefore, the Progressive Movement has used communication technology called social media networks that Thai people already use in their daily lives to shorten the time required to carry out political activities.