Strategic Communication and Policies for Creating Digital Media to Develop the Quality of Life for Thai Elderly

Abstract

        This article aims to analyze the dynamics of strategic communication and measures for improving the quality of life for the Thai elderly. It covers the roles and functions of media institutions, as well as the information exposure and expectations of the target audience. The research methodology is qualitative, integrating document analysis of government policies, textual analysis of media content published in 2024, and focus group discussions with two distinct groups of elderly individuals: a technology-receptive group and a technology-indifferent group.

        The research findings indicate that the government's communication strategy, which primarily focuses on digital channels, has created a significant "communication gap" with elderly individuals who still rely on traditional media and local interpersonal networks. This latter group is largely unaware of the existence of government agencies directly responsible for their welfare. Meanwhile, both state and commercial media institutions have acted as interpreters, translating policies into diverse content ranging from welfare information to cultural inspiration. Based on these findings, this research introduces a new body of knowledge in the form of a "Dual-Track Strategic Communication Model for Thai Elderly in the Digital Transition Era." This model proposes the concurrent implementation of two strategies: a "Digital Track" for the online-connected elderly and a "Community Track" aimed at empowering human networks and local media. The goal is to ensure that public policy communication is inclusive and leaves no one behind.