Political Communication of Mayors in Flood Management: A Case Study of Yala Municipality

Authors

  • Punyawan Jitprakong Department of Public Administration, Faculty of Humanities and Social Sciences, Thaksin University

DOI:

https://doi.org/10.61462/cujss.v56i1.6322

Keywords:

Political communication, Flood management, Mayor, Yala City Municipality

Abstract

This research article examines the political communication patterns and strategies of the Mayor of Yala Municipality in managing floods and analyzes their effectiveness in fostering public participation. A qualitative case study research method was used, collecting data through in-depth interviews with eight key informants: the Mayor of Yala Municipality, the Chief Administrative Officer of Yala City Municipality, the Head of the Disaster Prevention and Mitigation Division, Disaster Prevention and Mitigation officers, service recipients, and community stakeholders. Data was also collected through analysis of relevant documents, including flood management plans, operational reports, and social media information. The data were then analyzed using content analysis grounded in crisis communication theory, political communication concepts, and urban resilience theory.

The study found five communication patterns: integrated multi-channel communication (digital, traditional channels, and IoT innovations), real-time communication in three phases with 8 hours' advance notice, positioning the municipality as a central information hub for public clarification, and information disclosure through various mechanisms including community meetings, site visits, coordination with 44 community assistants, and the creation of a Win-Win network with 20 local administrative organizations. These patterns resulted in four significant positive outcomes, including increased public participation, with representatives from 10,000 out of 25,000 households, and 176 volunteers. This success stems from 21 years of accumulated trust, enhanced disaster response capabilities (faster response than other agencies), and continuous innovation. Key elements of this success include transparency and the demonstration of operational results, empowering public participation in decision-making, selecting village representatives, cross-district problem-solving based on a win-win principle, and the accumulated influence of the leadership. These characteristics can be effectively applied to develop disaster management processes in other areas.

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References

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Published

25-06-2026

How to Cite

Jitprakong, Punyawan. 2026. “Political Communication of Mayors in Flood Management: A Case Study of Yala Municipality”. Chulalongkorn University Journal of Social Sciences 56 (1):101-42. https://doi.org/10.61462/cujss.v56i1.6322.

Issue

Vol. 56 No. 1 (2026): January - June

Section

Research Articles

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