THE POLITICAL COMMUNICATION AS THE EFFECTIVENESS OF PHETCHABURI MUNICIPALITY MAJOR, PHETCHABURI PROVINCE

Abstract

The objectives of this research 1) To study the general state of effective political communication of the Mayor of Phetchaburi Municipality. Phetchaburi Province 2) to study the effective political communication process of the mayor Phetchaburi Municipality Phetchaburi Province. 3) To present the mayor's effective political communication guidelines. Phetchaburi Municipality Phetchaburi Province. This research combines methods. Quantitative and qualitative research by using a questionnaire with a sample of 400 people and in-depth interviews with 8 people, quantitative data were analyzed by means. and standard deviation and qualitative data analysis with content and context

The results showed that: 1) Personal factors of the majority of respondents were male, 201 people, representing 50.20 percent, most of them aged 41-50 years, 132 people, representing 33.00 percent. Most of them had a bachelor's degree, 234 people, representing one hundred. 58.50 per person, most of them are general contractors of 173 people, representing 43.30 percent of income, most of them have income 10,001–20,000 baht, 207 people, representing 51.70 percent  2) The mayor's effective political communication process Phetchaburi Municipality through the sender side, the message side, the media side or the channel side, the receiver side, is at a high level. (  = 4.37, S.D. = 0.46) 3) Guidelines for Effective Political Communication of the Mayor of Phetchaburi Municipality Phetchaburi Province It strengthens the political process by making people aware of the standard performance. By adhering to the principle of developing the area of ​​Phetchaburi Municipality to have wealth in the area to increase good economic stability by focusing on “cleanliness and safety” that is excellent and most effective in a sustainable social way.