Communication Strategies of Local Politicians: A Case Study of Bang Sao Thong Subdistrict, Bang Sao Thong District, Samut Prakan Province

Abstract

This research article aims to study the factors used in choosing communication strategies, the motivations for choosing communication strategies, the obstacles that arise from using communication strategies in political work, and the communication strategies of local politicians in Bang Sao Thong subdistrict, Bang Sao Thong district, Samut Prakan province. The researchers used the qualitative research and collecting data through documentary research and in-depth interviews with 15 local politicians and 15 local citizens. Data were analyzed using content analysis techniques. Findings are as follows: (1) The Factors used in selecting communication strategies of local politicians include 4 factors: Sender, message, channel, receiver. (2) Politicians’ motivations for choosing communication strategies arise from three types of motivation: Achievement motivation, affiliation motivation, and power motivation. (3) Obstacles arising from the use of communication strategies in the political work of local politicians come from 4 obstacles: Sender, message, channel, receiver. (4) Communication strategies that local politicians use to communicate with the public, which mostly include 5 strategies: Participation strategies, knowledge management strategies, public relations strategies, conflict resolution strategies, and health-building strategies.