DIGITAL COMMUNICATION THROUGH SOCIAL MEDIA FOR MANAGING EDUCATIONAL NETWORKS AND ENHANCING PUBLIC PARTICIPATION IN LOCAL EDUCATION MANAGEMENT
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This academic article aims to examine the role of digital communication through social media in network governance and in enhancing public participation in local educational management. The analysis draws upon findings from a study entitled Guidelines for Promoting Community Participation in Educational Management of Schools under Phetchaburi Municipality, Phetchaburi Province, integrated with theories of digital communication, interactive communication, strategic communication, and the concept of public participation in local educational governance to explain both the potential and the limitations of using social media within the context of local educational administration. The findings indicate that existing processes and forms of participation are still predominantly conducted through traditional channels, such as parent meetings, school-based activities, and community events. These activities mainly rely on face-to-face communication, which remains limited in terms of coverage, accessibility, and continuity. Consequently, local authorities should place greater emphasis on digital communication as a key mechanism for network management and for strengthening public participation in local educational governance. Digital communication enables faster, more transparent, and continuous information exchange, fosters a sense of shared ownership, and creates public spaces where citizens can express opinions, monitor and evaluate performance, and collaboratively design and develop local education initiatives. Moreover, digital communication facilitates a shift in the role of citizens from passive information recipients to active participants who engage more meaningfully in educational governance and co-create public value. Nevertheless, digital communication also presents challenges, including the digital divide, issues of information quality, data management, and the need for carefully designed communication strategies that are sensitive to the specific contexts of each locality.
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