Kasetsart Journal of Social Sciences (KJSS)
Political communication and political success: The art of effective messaging
Kasetsart Journal of Social Sciences -- formerly Kasetsart Journal (Social Sciences), Volume 045, Issue 2, April 2024- June 2024, Pages 681-694
ISSN: 2452-3151(0125-8370)
Waiphot Kulachai
a,*
, Sunthan Chayanon
a
, Wijittra Srisorn
a
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a
College of Politics and Government, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand
*
Corresponding author, e-mail:
waiphot.ku@ssru.ac.th
Abstract
This paper argues that effective political communication plays a pivotal role in achieving political success in Thailand’s democratic system. It shapes public opinion, mobilizes support, and inspires grassroots movements. By effectively communicating their values, policy positions, and leadership qualities, political actors can establish a strong and compelling brand image that resonates with voters. The ability to connect with voters on an emotional level, address their concerns, and convey empathy fosters trust and loyalty. Moreover, shaping the narrative surrounding campaigns and policy proposals allows candidates to position themselves as credible and competent choices. Mobilizing support through persuasive communication strategies and engaging with diverse communication channels also contributes to electoral victories. Recognizing the importance of effective political communication, stakeholders can harness its power to strengthen democratic processes and ensure the voice of the electorate is heard. Further research is needed to enhance our understanding of the impact and effectiveness of political communication in the specific context of Thailand.
Keywords
effective communication, electoral victory, political communication, political success
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