VACISUCARITA DHAMMA APPLICATION FOR PROMOTING LOCAL POLITICIAN’S POLITICAL COMMUNICATION TOWARDS PEOPLE AT MUANG DISTRICT IN PHICHIT PROVINCE

Abstract

Objectives of this research article were: 1. To examine the level of political communication by local leaders toward the people at Mueang District, Phichit Province; 2. To compare the political communication of local leaders toward the people at Mueang District, Phichit Province, classified by personal factors; and 3. To propose the application of Vacasucarita-dhamma to enhance the political communication of local leaders toward the people at Mueang District, Phichit Province, conducted by the mixed research methods. The quantitative part, data were collected using questionnaires from 400 samples, the residents of Mueang District, Phichit Province, aged 18 years and above. The data were analyzed using frequency, percentage, mean, standard deviation, t-test, and F-test. The qualitative research, data were collected by, in-depth interviewing 10 key informants, and the data were analyzed using descriptive content interpretation.

The research findings revealed that: 1. The overall level of political communication by local leaders toward the people at Mueang District, Phichit Province was at moderate level. 2. Comparison of political communication based on personal factors showed no significant differences among people of different genders, ages, and educational levels, thus rejecting the set research hypothesis. 3. The application of Buddhist principles to enhance political communication included: 1. Musavada; abstaining from false speech, which emphasized honest and straightforward communication. 2. Pisunavaca; abstaining from divisive speech, which called for sincerity and goodwill in communication. 3. Pharusavaca; abstaining from harsh speech, which involved using polite language that fosters respect and trust in the leader; and 4. Sampappalapa; abstaining from idle chatter, which encouraged speaking with meaningful and beneficial content.