Political communication of politicians: A case study of Mr. Yongyuth Tiyapairat

Abstract

          In this research investigation, the researchers have three objectives: to examine (1) to investigate the characteristics of the political communication process. (2) to study the political communication strategies and (3) to study the major achievements in political communication of Yongyuth Tiyapairat. The qualitative research approach was employed using the techniques of documentary research and in-depth interview with key informants consisting of Yongyuth Tiyapairat and ten key informants who are people who know or follow the news directly or through the media from the key  informants  using the technique of purposive sampling. Data were collected from January 20 to May 5, 2025.Using contents analysis and presentation of data through narrative.

          The research findings indicate that, regarding the nature of political communication processes in key positions such as government spokespersons, it involves reporting on cabinet meeting results and disseminating important information through various media channels to ensure the public is informed and understands crucial news. The political communication strategies used in the election campaign included reaching out to the public through mass media, public speeches, visiting villagers and community leaders, etc. Key achievements in political communication, such as in the positions of government spokesperson and secretary to the prime minister, included driving important government policies such as the fight against drug abuse, poverty alleviation, the 30-baht universal healthcare policy, and the OTOP project, among others.