COMPARING COMMUNICATION STRATEGIES OF PHEU THAI AND DEMOCRAT PARTIES

Abstract

Political communication in the digital era is not only a process of transmitting information from the sender to the receiver, but it is also a space of power negotiation and meaning, where people can participate more equally. Under the environment where information technology has permeated daily life, this synthesis of knowledge emphasizes understanding five important factors that shape political communication to be effective and influential on people’s thoughts and behaviors. First, information management, which at present relates to IO strategies or Information Operations that the state and various power groups use to control discourse in the public space through designing issues, prioritizing news, and choosing appropriate channels. Second, prosumer engagement, reflecting that citizens in the digital world are not only news consumers but can also co-create content, express opinions, share stories, and create social trends. Third, information integrity management, which relates to fact-checking, dealing with fake news, and building credibility in a world with excessive and diverse information. Fourth, political branding management, linking the identity of political parties or candidates with emotions, memories, and values that people can feel involved with. And fifth, data analytics, using Big Data and AI to collect, analyze, and continuously assess people’s attitudes, allowing communication strategies to adjust in real time. These five factors are not separated strictly but are connected and reinforce each other, creating political communication with high dynamics, forming a political experience that aligns with the digital lifestyle, and deeply and sustainably influencing people’s thoughts, behaviors, and political participation