COMMUNICATION CHARACTERISTICS OF COMMUNITY LEADERS IN THUNG SONG TOWN MANCIPALITY, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research article were to present the findings of the study 1) the basic communication characteristics of community leaders in Thung Song Town Municipality; 2) the specific communication characteristics of community leaders in Thung Song Town Municipality. The researcher employed the qualitative research method of in-depth interviews, using a structured interview form to gather data from 30 individuals directly involved with the research topic. Data analysis involved conceptualization and categorizing. The results showed that 1) basic communication characteristics – an understanding of the local area, the target audience groups and the community context; thinking skills and every aspect of communication skills; being determined and willing to sacrifice; and being moral and ethical; 2) specific communication characteristics - 2.1 attentively listening to the complaints and concerns of citizens, understanding people’s problems, and interacting in a friendly way using informal communication; 2.2 speaking in the community with confidence, using a loud and easily intelligible voice, and presenting information in an interesting way, with personality and appropriate gestures; 2.3 relating news in an engaging way, telling useful and accurate information in a step-by-step that is easy to follow; 2.4 using digital communication technology such as straightforward smartphone applications to produce useful media and transmit it through all the appropriate channels; 2.5 designing content creatively to set topics and tell stories in a chronological way that is attention-grabbing, easy to remember and thought-provoking; and 2.6 producing media effectively after analyzing the message receivers, and designing diverse methods to present content for the maximum understanding, building comprehensive awareness by utilizing technology to produce and disseminate messages.