Political Communication and the Image of Political Demands of Generation Z in Bangkok

Abstract

         This research aimed to: 1. Study online communication patterns, online media management, online media efficiency, and democratic political expectations affecting the image of Generation Z's political demands in Bangkok. 2.Study the image of Generation Z's political demands in Bangkok. 3. Study the political role models or idols desired by the new generation of Generation Z in Bangkok. This qualitative research focused on the selection and recruitment process of 20 experts, including 5 politicians, 5 academics, and 10 Generation Z youth. In-depth interviews, focus group discussions, and content analysis were used.

        Results: This qualitative study, using in-depth interviews and focus group discussions with Generation Z, politicians, and academics, revealed that: 1. Online communication patterns, online media management, online media efficiency, and democratic political expectations affect the image of Generation Z's political demands in Bangkok. It was found that the dynamics of political communication in the digital age clearly distinguish Generation Z from other population groups. Political communication has shifted from "top-down communication" to "network communication." Generation Z no longer merely waits for messages from politicians or parties, but instead acts as a "Co-massagers" via digital platforms such as TikTok, X (Twitter), and Instagram, creating their own political discourse and rapidly expanding their awareness. 2) The political image of Generation Z in Bangkok reveals that the political image of parties and leaders is jointly determined by "online interaction," a process of message transmission from parties to the public, co-creating political images through online media. This creates a "two-way and continuous" relationship between politicians, political parties, and the younger generation. 3) The political role models or political idols desired by the younger generation reveal that Generation Z's political role models embody the dimension of "contemporary leaders" who emphasize three values: 1) Transparency, 2) Participation, and 3) Digital Literacy, Leaders with these characteristics can inspire and create a new political identity for Generation Z.

Keywords: Communication, political image, Generation