การสื่อสารภาพลักษณ์ทางการเมืองผ่านสื่อสังคมออนไลน์ของนักการเมืองไทย

Abstract

The aim of this study was to comprehend political image communication via social media platforms of Thai politicians. This study employed qualitative research method and used content analysis as a research tool. Four Thai politicians; Jurin Laksanawisit, Gen. Prayut Chan-o-cha, Pita Limjaroenrat and Khunying Sudarat Keyuraphah were chosen to be a sample of this study as they represented both the coalition government and opposition. Their official Facebook accounts were the platform which this study focused on. The contents analyzed ranged from 10 August - 10 December 2021. The results revealed that the images which politicians presented could be divided into 5 forms: 1) providing information as well as demonstrating knowledge and expertise related to economic, social, and political issues, for instance, agricultural goods problems, constitution reform, political movements and crisis. 2) showing responsibility and credentials: the politicians publicized that they worked tirelessly on government duties, and acted responsibly as a Minister, political party leader, or public servant works. 3) presenting their two-way supports; they publicized that they were accepted by social institutions as well as giving them support. 4) illustrating experiences including political engagagementa, management in organizations or educational background. 5) shaping personality, primarily verbal and nonverbal languages; for example, apparels, languages, personal space, gestures, self expression and respect for monarchy . In addition, the images usually presented online by Thai politicians were information and knowledge about economic, social, and affliction issues. Politicians always highlighted their responsibility at work. On the other hand, portraying responsibility, personality and democracy ideology were communicated differently among politicians. Each politician's outstanding political image reflected what politician demanded to present to the public. Moreover, it conveyed significant images, supports, and political interests that politicians would like to embed in the voter's mind.