Storytelling for Rangsit University’s Communication of Image of Dharmacratic Society

Abstract

        This study aimed to investigate the organizational leadership of the corporate leader of Rangsit University as a transformational leader, discover its image formation process, and explore the use of storytelling techniques to mobilize for the dhamacratic society. The study employed qualitative methodology, collecting data through documentary research and reviewing the university’s communication activities.

        According to the findings, Dr. Arthit Ourairat had five traits of transformational leadership as: 1) a powerful myth narrator, 2) a motivator, 3) a role model, 4) a potential facilitator of transformational change, and 5) a lateral thinker. As the corporate leader who faced multiple crises, he implemented his signature communication strategies as follows: 1) organizing an all-staff meeting to learn problems and issues raised by all employees; 2) discussing the problems and matters that all employees encounter; and 3) setting goals and encouraging all employees to achieve them.

        The university’s image formation process was composed of the determination of core contents focusing on the creation of a supportive society, the promotion of a set of values including righteousness, courage, and self-dedication. Its image was formed through the use of symbols, intertexuality, and oxymoron and the creation of emotional values in narrated stories with a simple phrase, “Giving and Sharing Society”, to ensure that its targets understand the image clearly. 

        The major storytelling technique applied by the corporate leader was the creation of a story entitled “Dharmacratice Society”, which later became a powerful myth of Rangsit University. The story was so repeatedly used in the university’s communication activities to enhance its value and meaning that it became a piece of corporate culture.