MESSAGE DESIGN AND MEDIA UTILIZATION FOR MAYORAL ELECTION CAMPAIGNS IN SONGKHLA PROVINCE

Abstract

The purposes of this dissertation were to study message design and media utilization for Mayoral election campaigns about 1) election campaign message design 2) using traditional media in election campaign communications 3) using new media for election campaign communication and 4) guidelines for the development of communications for election campaigns. This qualitative dissertation interviews 33 key informants: 4.1) mayor 4.2) mayor's advisor 4.3) media designer and producer and 4.4) specialist in communication and political planning. The research tools were structured in - depth interviews, data collection with in - depth interviews and descriptive data analysis. The study's findings revealed that; 1) election campaign message design consisted of 1.1) design messages and media to meet the needs of the audience. The content is up - to - date and accessible to all groups of receivers 1.2) message contents in the same direction, easy to understand, create a memorable and attractive image and 1.3) Logo, emblems and team names are easy to remember, use local dialects and convey policies that practical. 2) using traditional media in election campaign communications were personal media with good communication skills and image, Face - to - face communication, printing media must be modern and appealing to every generation, car announcement must be loud and clear, and have regular activities witch focus on launching candidates. 3) using new media for election campaign communication as facebook, Line, youtube and Instagram and 4) guidelines for the development of communications for election campaigns; mobilize the use of new media across all channels, develop messenger skills in using new media worthwhile and developing personal media personalities. work.