POLITICAL COMMUNICATION INFLUENCING THE INSTITUTIONALIZATION OF THAI POLITICAL PARTIES

Abstract

Objectives of this study were: 1. To examine the political communication factors influencing the institutionalization of Thai political parties, 2. To investigate the characteristics of those political communication factors, and 3. To develop recommendations regarding political communication and the institutional development of Thai political parties. A mixed-method research design was employed, with a qualitative approach as the primary method. Key informants consisted of 20 individuals, including politicians, academics, and media professionals, selected using inferential sampling techniques. The qualitative findings were supplemented by quantitative research. The quantitative samples included 2,400 eligible voters from the 2023 general election, selected through systematic random sampling. A questionnaire was used as the primary research instrument, and descriptive statistics were applied for data analysis.

The findings revealed that political communication played a significant role in enhancing the institutionalization of Thai political parties. Particularly, a clear internal communication structure, continuous communication with the public, and content that reflected the party's ideology and stance contributed to building credibility, loyalty, and stable relationships among political parties, party members, and the public. Furthermore, political parties that were able to adapt and effectively utilize modern communication technologies strengthened their organizations and gained greater public recognition as political institutions.