LOCAL POLITICIANS’ COMMUNICATION AFFECTING THE ADMINISTRAION OF LOCAL ADMINISTRATIVE ORGANIZATIONS IN NAKHON SI THAMMARAT PROVINCE

Abstract

Objectives of this research article were: 1. To study the communication methods of local politicians, 2. To analyze the factors influencing the administration of local admnistrative organizations, and 3. To propose communication strategies that impacted the administration of local administrative organizations in Nakhon Si Thammarat Province by integrating Buddhist principles. Mixed research methods were conducted. The qualitative research, data were collected by in-depth interviews of 18 key informants and focus group discussions with 9 participants to validate knowledge. The quantitative research was conducted using a survey questionnaire to collect data from 400 samples, derived from eligible voters aged 18 years and older in Nakhon Si Thammarat Province, totaling 1,542,158 people. Using Taro Yamane’s formula.  Data were analyzed using frequency, percentage, mean, standard deviation, and stepwise multiple regression to derive effective communication strategies for local administrative organizations. 

The findings revealed that 1. Communication methods of local politicians play a crucial role in governance. Clear communication enhanced transparency, reduced ambiguity, and fostered public collaboration. Structural and direct communication improved administrative efficiency, while coordination among agencies and monitoring mechanisms ensured smooth operations and goal alignment. 2. Influential factors included television, online media, interpersonal communication, and radio, which significantly impacted 40.1 percent of political popularity at a 0.01 significant level. Additionally, the four principles of Vacisucarita, righteous speech, namely, Apisuññavaca, moderate speech, Mattavaca, polite speech Sajjavaca, and truthful speech, Sacca-vacav, were statistically significant. 3. Effective communication strategies included truthful speech, Sacca-vaca, to ensure transparency and trust, non-divisive speech, Apisuññavaca, to reduce conflict, polite speech, Sanhavaca, to foster unity, and reasoned speech Mantabhasa, to enhance rational discourse and minimize disputes. Integrating Buddhist principles in communication enhanced transparency, cooperation, and efficiency, contributing to sustainable local administrative administration.