The Analysis of Political Communication Strategies of General Prayuth Chan-ocha Government in Pracharat Policy Implementation

Abstract

                     The objectives of this research were 1). To study the implementation of the government's civil state policy. General Prayut Chan-ocha went to practice 2). To analyze the political communication strategy in implementing the Prayut Chan-ocha government's policies 3.) To propose appropriate guidelines for the current government's political communication strategy. which is a qualitative research Collect data from 3 key informants as follows: political group  a group of high-ranking civil servants and a group of Marketing Communications Scholar using techniques Snowball Sampling, a total of 18 people. by using specific sampling techniques. Analyze the data using interpretations or interpretations from the interviews. The results of 1) The communication channel of the policy to the people found that the channel of communication of the policy to the people It is a policy formulation whose main objective of the policy is to improve the quality of life of those who have a welfare card of the state as necessary in all aspects. for sustainable development of state welfare card holders Therefore, it focuses on creating opportunities in four dimensions, namely: (1) employment, (2) vocational training and education, (3) access to formal funding, and (4) access to basic necessities. Integration to address poverty and inequality from ministries and relevant agencies in a omprehensive manner. 2) Analysis of Political Communication Strategies of "State welfare card policy" It was found that all forms of communication were motivated to choose their own party policies to the new generation. With the use of media, especially Social Media, which is characterized as an innovation to help low-income people out of poverty. 3) By applying marketing principles, well-known political parties have more chances to win votes. and in accordance with the reality of daily life to be used in decision-making to solve problems and improve the quality of life for the people to meet the goals.The advantage of the “State Welfare Card Policy” is that there is competition for space in formulating policies to take care of the people. This allows people to have various policy options as appropriate. It creates value in the economy by turning money into the market. stimulate public spending. But the problem is that the state has to spend a lot of money on this policy. People have behavior of waiting to receive money according to the monthly cycle without occupation. And the government must continue to increase the benefits under the project in order to increase or maintain the vote base of the political parties to which they belong. while the people are weak Tax collected is reduced. causing the government to borrow more money from both inside and outside the country