Communication Strategies and Network to Develop a Strong Community :Case Study of Hua Ta Khe Community in Lat Krabang District, Bangkok

Abstract

This research on “Communication Strategies and Network to Develop a Strong Community in the Case Study of Hua Ta Khe Community in Lat Krabang District, Bangkok” had the primary objectives to examine the communication strategies used in creating a strong community, as well as study the communication network of Hua Ta Khe Community. This research was a qualitative research, whereby the data were collected from document analysis, participant observation, and in-depth interviews. The interviews were conducted both formally and informally on a one-on-one and group basis. According to the results, it was evident that the communication strategies of a strong community in the case study of Hua Ta Khe Community in Lat Krabang District, Bangkok can be classified into three aspects: 1) strategies relating to the sender; 2) strategies relating to the message; and 3) strategies relating to the channels of communication. In addition, the results indicated that the characteristics of the communication network of the leaders of Hua Ta Khe Community were in the forms of wheel network and star network with a center for disseminating information. In other words, the leaders of the community would deliver messages to members of the community and network of alliances. The form of communication within the network was informal communication, with an emphasis on using personal media as the sender of messages.