THE ROLE AND POLITICAL COMMUNICATION PROCESS OF TRAIRONG SUWANKIRI: A STUDY OF THE PERIOD 1980 - 2022

Abstract

This research article aims to 1) study the economic and political contexts affecting Trairong Suwankiri’s political communication from 1980 to 2022, and 2) examine his political roles and communication processes. Employing a qualitative approach, this study utilizes documentary research from primary and secondary sources selected through purposive sampling. Data were analyzed using both discourse and thematic analyses. The findings reveal that shifting political and economic contexts necessitated the adjustment of his communication strategies across three main eras: 1) the semi-democratic era, characterized by “communication to create stability” to counter military influence and economic crises; 2) the political reform and Tom Yum Goong crisis era, marked by “communication to build confidence” utilizing empirical economic data to alleviate public panic; and 3) the digital media and ideological conflict era, where he expanded his reach to online platforms for straightforward “communication to reiterate standpoints,” ultimately earning him the title “Star of Parliament.” Based on Berlo's SMCR communication process theory and McNair's political communication model, the analysis indicates that as a source, Trairong leveraged his doctoral-level expertise and an academic team of nearly 20 individuals for meticulous information preparation. This ensured accurate messaging, strategically blended with rhetoric, humor, and the Southern Thai dialect. By utilizing the House of Representatives as his primary channel to set the social agenda, he effectively managed crises and persuaded audiences across all demographics. This success culminated in the discovery of the “Data-Driven Charismatic Political Communication Model,” demonstrating that sustainable political communication must integrate the art of presentation with solid empirical data. Consequently, this research suggests that legislative organizations and political parties establish data-support mechanisms to elevate the overall quality of parliamentary debates, rather than relying solely on individual potential.