MESSAGE MANAGEMENT IN THE ELECTION CAMPAIGN FOR MAYOR OF THUNG SONG TOWN MUNICIPALITY BY “YOUNG LIONS” TEAM
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Abstract
This research aimed to study: 1) the concepts of message management, 2) the message management process, and 3) the strategies employed in message management during the mayoral election campaign of young lion Team in Thungsong Municipality. The study was conducted through in-depth interviews with 20 key informants who were directly involved in the campaign. The primary research instrument was an in-depth interview protocol, and data were analyzed through thematic synthesis. The findings revealed the following: 1) Core Concepts of Message Management: The study identified four foundational concepts guiding the campaign’s message management: 1) responsiveness to the needs of the people; 2) persuasive communication to gain public support; 3) co-creation of the city with citizens; and 4) articulation of public interest benefits. Effective political messages were required to convey the candidate’s vision, competence, and ethical standing. These were communicated through impactful slogans and symbolic expressions such as “We will make Thung Song a flood-free city with a high quality of life” and “Together, the people of Thung Song will Move Forward and Build the City.” 2) Message Management Process: The campaign's communication process followed a four-step structure: 1) In-depth analysis of target audiences to understand their needs, preferences, and communication behaviors; 2) Development of concise, clear, and compelling message themes that resonated with public concerns; 3) Strategic selection of appropriate communication channels that matched the media consumption patterns of target groups, including platforms such as Facebook, TikTok, and traditional rally stages; and 4) Monitoring and evaluation of communication effectiveness through surveys, field observations, and analysis of online media engagement. This final step enabled continuous adjustment of messages in response to the rapidly changing political and social environment. 3) Message Management Strategies: Young Lion Team employed a diverse range of strategic communication approaches to enhance their campaign’s effectiveness. These included: Developing strong candidate branding through memorable slogans and visual identity; Utilizing credible figures or local role models to enhance message credibility; Employing storytelling techniques that emotionally and culturally resonated with local citizens’ everyday experiences; Highlighting collective benefits and public-oriented policies while emphasizing the candidate’s long-standing experience and trusted leadership. The campaign underscored its vision and policy platform with 25 clearly articulated development proposals and leveraged the candidate’s 22 years of experience in public service to build trust and mobilize voter support.
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