การสื่อสารทางการเมืองของ พลเอก อภิรัชต์ คงสมพงษ์ ในช่วงปี พ.ศ. 2549- 2566

Political communication of General Apirat Kongsompong During 2006-2023

Abstract

This research aims to (1) study the background of General Apirat Kongsompong's political communication, (2) study the context and environmental factors of General Apirat Kongsompong's political communication during 2006-2023 and 2023 and (3) to study the political communication of General Apirat Kongsompong during 2006-2023. This is a qualitative research that focuses on studying documents that appear in newspapers, all types of online media, and in-depth interviews. The key informants were six political science experts, military personnel, and military journalists.

            The study found that the morality of military families and military educational institutions has molded and refined the personality and mind until it became the values ​​of General Apirat Kongsompong in terms of patriotism, cherishing the homeland, bravery, honor, and discipline. Respect and obey the commander's orders, sacrificing personal happiness for the public good, affect the military's political communication concept to be unified, resulting in a strong unity of the military organization. From this situation, the military leaders have played a political role in governance under a political context with high conflict and division during the first period in 2006, the second period in 2009-2010, and the third period in 2014-2023. The role of General Apirat Kongsompong is therefore prominent as the Army Commander who uses his positional power under the state power structure as a political communication tool that influences the direction of society over a period of time. To express opinions that reflect political ideas through the creation of discourse in political response to groups with different political opinions, with the aim of preventing changes. This will have a greater impact on the political order and stability of the country than the role of inciting or organizing mass groups. The communication style is unique in terms of conservative ideology, where the content of the message aims to persuade. To enable conservatives to maintain the institution, to emphasize their clear position, and to win over groups of people in society or groups with different political views to become part of the conservative group, using statements through new media called Social media where the recipient can immediately express their opinions or attitudes towards the information received, which is a two-way communication. (Two way Communication) is a communication in which the receiver responds and has a reaction to the sender. They can respond and exchange ideas in a political way.