COMMUNICATION OF LOCAL DEVELOPMENT POLICY BY MAYOR TO THE MUNICIPAL COUNCIL BEFORE EXECUTION OF DUTIES

Abstract

This research article aimed to study the communication of local development policies by municipal mayors to municipal councils before execution of duties, focusing on: 1) the patterns of policy communication, and 2) the characteristics of word and phrase usage in policy communication. The study employed a qualitative research approach, using content analysis of policy statement documents delivered by specifically selected mayors from three city municipalities: Rangsit City Municipality, Hat Yai City Municipality, and Ubon Ratchathani City Municipality. Data were analyzed through analytical conclusion. The findings revealed that the policy communication patterns of municipal mayors to municipal councils were systematic and goal-oriented. Municipal executives should emphasize communication that clarifies the vision, urban development direction, confidence-building, and public participation. The structure of communication generally comprised three parts: an introduction, main content, and a conclusion with an invitation for participation. This structure contributed to messages that were comprehensive, easy to understand, and credible. The municipal mayors should be further enhanced through the integration of digital media and online platforms, to expand the scope of public awareness and increase channels for citizen engagement. Regarding the use of words and phrases, municipal executives should design messages using action-oriented policy verbs such as “develop,” “support,” and “solve,” which reflect practical action; value-oriented terms such as “transparency,” “sustainability,” and “livability,” which help build trust; and intentional phrases beginning with “for,” which express the purpose of the policy. Additionally, participatory expressions such as “think together, act together, and monitor together” embody the democratic process. The study recommends developing a local policy language guide that provides clear linguistic standards, enabling future administrators to use words and phrases that communicate powerfully, credibly, and effectively foster public participation.