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Title: กลยุทธ์การชักจูงใจของคณะก้าวหน้าผ่านสื่อสังคมออนไลน์เฟซบุ๊ก
Other Titles: Persuasive strategies of progressive movement on online social media: Facebook
Authors: ชมพูนุท วุฒิมา
Authors: กรวรรณ กฤตวรกาญจน์
ชมพูนุท วุฒิมา
Keywords: การชักจูงใจ;สื่อสังคมออนไลน์;การสื่อสารทางการเมือง
Issue Date: Mar-2023
Publisher: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
Abstract: Independent research on The faculty's persuasion strategy advances through social media Facebook. The objectives are as follows: 1) to study the use of communication characteristics via social media, Facebook and 2) To study the strategy of persuading the target group of the Faculty of Advancement through social media Facebook is a qualitative research by studying the content analysis method, studying from the data secondary data, i.e. studying information from online platforms resulting from the planning process from political communication methods for the political purposes of the party, with a study of the communication process from Facebook Fanpage. Found that; 1. All found post formats It can be considered that the style of posting is related to the type of media used on the Facebook Fan Page. Posts are text that complements other forms of presentation, including images, text on images, videos, and third-party sharing. Which will be more diverse than other types of media, most of which will focus on posting images that will look like infographics. Focus on presenting important information in a limited space. Use the art form to convey information to be understood quickly. Make it easy for readers to understand the content by changing a lot of information. with long, complicated, or complex content in infographics and has a beautiful pattern that attracts readers' attention. 2. Content analysis of political communications of the Faculty of Progress through social media Facebook using the information gathered through the record form Analyze the content through the concept of 9 persuasion strategies. The persuasion strategies of the Faculty of Progress pages have used a total of 208 times, of which the strategy for building good communication relationships was used the most, 85 times, followed by. is a data description strategy 40 times and the least used strategy is Strategy for making merit 1 time, respectively. In addition, there is a unique communication, that is, there are details that are contained in educating through political events for the public or a group of members of social media networks to easily understand the event using the strengths. of social media networks is #hashtag, the group of progress in communication to become the center of communication of the party and express opinions of political networks on social media networks, hoping to create a trend of social interest. From the communication contents of both parts, there are characteristics of sending messages that are their political activities and those of the Faculty of Progress. Passengers sent to groups of people contain content that solicits or persuades them to become members of the Progressive Council. Therefore, the Faculty of Progress Therefore, communication technology has been used called social media networks that have already been used by Thai people in everyday life to be able to reduce the period of political activities.
Appears in Collections:MASSCOMM: Independent Study (IS)

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