Communication Strategies in the Specific Context of Thai Sang Thai Party

Abstract

This article aims to analyze the communication strategies in the specific context of the Thai political party "Thai Sang Thai." The research employs a qualitative research method and utilizes participant observation as a tool to gather data. The study investigates the situation of speeches towards volunteer representatives of Village Health Volunteer (VHV) to recruit members for the joint network advocating for a retirement policy of 3,000 Baht per month, an event was held in a selected electoral area in the Northeastern region on September 15, 2022, from approximately 3:00 PM to 5:00 PM. With the concepts of the ethnography of communication, linguistic strategies, and political marketing, the analysis reveals a diverse range of communication strategies employed by the Thai Sang Thai party within the dimensions of context, language, and processes. These strategies exhibit adaptability and appropriateness in alignment with the socio-cultural, economic, technological contexts, etc. Moreover, the communication strategies across various dimensions effectively create awareness and influence the minds of eligible voters, contributing significantly to the electoral success of the party candidates in the studied area.