THE PROCESS OF POLITICAL COMMUNICATION AND LEADERSHIP OF MR. CHADCHART SITTIPUNT AS BANGKOK GOVERNOR

Abstract

Objectives of this research paper were: 1. To study the political context that affected Mr. Chadchart 's political communication, 2. To study Mr. Chadchart 's political communication process, and 3. To study Mr. Chadchart 's leadership during his tenure as Governor of Bangkok from 2022 to 2024, This study employed qualitative research design. Research tools included in-depth interviews with 39 informants, non-participatory observations, and research of documents from various sources by analyzing data based on the principle of data reduction. Presenting explanatory information and synthesizing it according to academic reasoning.

The research results were found that 1. The political context after the 2014 coup was clearly politically polarized. Mr. Chadchart 's expression of his intention to run for the Bangkok Governor election as an independent showed that he was ready to cooperate with all parties to manage Bangkok's problems, gaining votes from all groups, and winning the election in a “landslide” manner. 2. Mr. Chadchart was a messenger with outstanding communication skills. He projected the image of a new generation of executives, work commitment, friendliness, being conciliatory, politeness, and often communication of his work transparently. The content used to communicate was a “message” that reached the target. The most prominent communication channels were social media such as Facebook, YouTube, Twitter, as well as the “Traffee Fondue” system that was used to receive reports of problems from the public. and 3. Mr. Chadchart had the transformational leadership according to Byrne and Bass.