POLITICAL NEWS CHANNELS INFLUENCING VOTERS' DECISION TO VOTE FOR THE MOVE FORWARD PARTY IN PATHUM THANI PROVINCE

Abstract

This research aimed to 1) analyze the level of political and electoral news exposure channels that influenced voters' decision to vote for the Move Forward Party in Pathum Thani Province, 2) analyze the factors that influenced voters' behavior in voting for the Move Forward Party, and 3) study the voting behavior of voters in Pathum Thani Province. It was a mixed-method research. Quantitative research The researcher collected data from a sample of 400 people. The statistics used in the research were percentages, frequencies, means, standard deviations, and multiple regression analysis. The qualitative research used in-depth interviews with 7 relevant people. The purposive selection method was used. The triangulation process was used to analyze the data by interpreting and inductively drawing conclusions. The content analysis of documents and interviews was done by writing descriptive text. The results of the research found that the data on political and electoral news exposure channels showed that the majority of the population received political and electoral news from online media. They used online media for an average of more than 10 hours per day and used TikTok the most, respectively. As for the factors affecting the decision to vote for the Move Forward Party, overall, they were at a high level. When considering each aspect, it was found that the information on the Move Forward Party of voters was at the highest level, followed by the compulsory circumstances or events, the choices or strategies of the Move Forward Party, and the issues in deciding to vote for the Move Forward Party, respectively. As for the factors that affect the behavior of voting for the Move Forward Party overall, it was at a high level. When considering each aspect, it was found that the relationship aspect was at the highest level, followed by the personal qualities of the candidates, the party policies and image, and the campaign strategies and personal expectations, respectively. The results of the interview analysis found that the behavior of voting for the Move Forward Party considered the qualities or characteristics of the party as an important factor in deciding to vote for the Move Forward Party, emphasizing the party's policies on sustainable economic development, amending laws, and clearly solving social inequality. The Move Forward Party helped the public understand the party's policies and ideas through transparent and straightforward communication, such as publishing budget information or other actions, expecting the Move Forward Party to become the government and solve the people's livelihood problems, economic and environmental problems, equality in society, and supporting policies that allow everyone to have equal opportunities, whether in education, work, or access to public services, protecting rights and freedoms, including solving corruption problems.