DEVELOPMENT OF POLITICAL COMMUNICATION ACCORDING TO BUDDHISM OF LOCAL POLITICIANS IN AYUTTHAYA PROVINCE

Abstract

This research article aimed to study political communication. to study the factors affecting political communication and to propose a model for the development of political communication according to Buddhism of local politicians in Phra Nakhon Si Ayutthaya Province.

The results of the research were found that: 1. Political communication: Local politicians played an important role in society, were respected and had good persuasive communication skills. Nowadays, there are technology media to help verify what that is communicated. Is right or wrong or is just a fact, 2. Elements of the development of political communication: The messenger must be well versed in political communication in various situations, always happening around Political communication must contain content that is beneficial to the public. Media selection should be consistent and appropriate for each type of media for each audience in each group. The audience must be knowledgeable and interested in receiving information critically. 3. Political communication development model consisted of the principles of Saraniya-dharma 6, namely, respect for the rights and freedoms, give importance to everyone, speak to each other with love and good wishes, respect the opinions of others, know how to share benefits with fairness, uphold the rules of conduct, Know how to find common points and reserve differences and provide honest and accurate information.