The political communication at the local level of the voters in Ban Tan Nuang, Moo 14, Chen Yang Subdistrict, Mueang Surin District, Surin Province

Abstract

Research Objectives 1) Examine the level of political communication at the local level among eligible voters in Ban Tan Nung Village. 2)Compare political communication among different demographic groups of eligible voters in the village. 3) Propose strategies to enhance political communication at the local level for eligible voters in Ban Tan Nung Village. Methodology A quantitative research approach was employed, using a multi-stage sampling technique to select 195 eligible voters as the sample population. Data was collected through a questionnaire with a Cronbach's alpha reliability coefficient of 0.882. Statistical analysis included frequency, percentage, mean, standard deviation, t-test, F-test, one-way ANOVA, and the Least Significant Difference (LSD) test. The significance level was set at 0.05. Results 1) Overall Perception of Political Communication: The eligible voters perceived the overall level of political communication in Ban Tan Nung Village as high. Specifically, the dimensions of communication effectiveness, influential factors, technological advancements, and behavioral aspects were rated as high. However, the dimension of political behavior was rated as moderate. 2) Comparison of Political Communication Across Demographic Groups: There was no significant difference in the level of political communication between male and female eligible voters. However, significant differences were found among eligible voters with varying ages, occupations, education levels, and technology/information sources. 3) Recommendations for Improving Political Communication: The study suggests the following strategies to enhance political communication in Ban Tan Nung Village. Effective use of social media platforms: To reach the younger generation and increase the dissemination of information. Establishing a monitoring and evaluation system: To gather feedback and suggestions from the public and improve communication to better meet the needs of the community. Encouraging public participation: Promoting public forums or meetings that allow citizens to participate and express their opinions to enhance transparency and listen to community voices