Policy Communication Strategy of Thai Political Parties from the Campaign Signs for the Election of Members of the House of Representatives in Bangkok 2023

Abstract

This research aims to comprehend the policy communication strategies of Thai political parties through campaign signs for the 2023 election of members of the House of Representatives in Bangkok. The analysis involves examining the content of policy messages conveyed by Thai political parties through campaign signs. In May 2023, a total of 131 messages were collected. By employing the conceptual framework of developmental context, political development policies, and policy analysis, political communication, and political participation, the political ideologies. The research findings indicate that the analysis of policies from campaign signs primarily reflects the political ideology of the candidates or political parties. The top-ranked strategies include: 1) Creating Political Change 2) Addressing People's Issues 3) Highlighting Political Positions 4) Demonstrating Superiority Over Other Political Parties. Following these, social and human resource communication strategies were identified, including: 1) Social Welfare 2) Education and Learning 3) Improving Laws 4) Promoting Social Equality 5) Combating Drug Issues 6) Human Resource Development. The third category is the economic communication strategy, encompassing: 1) Increasing Wages, Salaries, and Regular Income 2) Reducing Electricity and Fuel Prices 3) Decreasing Taxes 4) Providing Loans and Funds for Occupations 5) Offering Welfare Funds and Economic Subsidies 6) Creating Career and Economic Opportunities. The fourth category involves public management communication strategies, including: 1) Addressing Corruption and Misconduct Issues 2) Improving and Developing Military and Police Organizations 3) Enhancing Government Work Efficiency. The fifth and final category pertains to communication strategies concerning natural resources and the environment, covering: 1) Addressing Air Pollution 2) Mitigating Flooding and Drought Problems 3) Increasing Green Spaces.