The party’s political communication strategy through social media

Abstract

The political communication strategy through social media of the Kaoklai Party reflects that nowadays the communication context is very important in driving politics in Thailand. It is consistent with progress and society. which social media has changed the form of political communication This allows political parties to communicate directly with people in society. The news produced by political parties is communication distributed in all forms and is governed by election laws. But other social media that present political party news or social media that is supported by political parties do not have a clear code of ethics for the media as in the past, which will have both positive and negative effects on society. And communication is still a matter of sending information to “Create understanding between members of the public in society.” It can be seen that the communication process has main components, including the sender (Sender), message (Message), channels or media. (Channel/Media), receiver (Receiver), feedback (Feedback) and context (Context) in a democratic society that emphasizes on creating participation between the rulers who are representatives of the people and the people. Including communication between citizens who are politically active, called "Citizens", the communication format used will be two-way communication (Two-Way Communication) and if it is also a consultative democracy, then the heart of communication requires an intense exchange of information and opinions (Sharing), and the Progressive Party has chosen to use political communication strategies through social media with the TikTok app, by reaching out to young voters. A group of teenagers who are exercising their rights for the first time (New Voters), making this target group successful in pouring votes for the party. But the Kao Kao Party has not abandoned the traditional campaign format, such as posting posters along the roadside. Or walking around knocking on doors. But what the Progressive Party does more is to use social media regularly, especially TikTok, allowing the Progressive Party to build popularity in the online world. Then, they were able to actually transform that popularity base into votes in the polling booths. It is clear that they have progressed far better in this matter than other political parties.