Political Image Management Tactics of The Governmental Leader: A Case Study of General Prayuth Chan-o-cha

Abstract

The article aims to study the image of Gen. Prayut Chan-o-cha. Prayut, during the coming to power of politics in 2014 until 2018, aims to study strategies for managing the political image of government leaders. A case study of Gen Prayut Chan-o-cha, who saw the dynamics of Gen Prayut in each period with a strategy to adjust the image Which is a qualitative research With interviews from close people or working with Gen. Prayut, totaling 21 people divided into political parties who came with Gen. Prayut The regular government department working in connection with the communication of Gen. Prayut with the people Political and image scholars and journalists, with the results of the research that Gen. Prayut uses 3 strategies for managing political image: 1) strategies for using personal characteristics Divided into military for people and the country Military for foreign recognition and expectations for the country to improve. Military as a model to create the expectation of a society of unity. An entrenched soldier in the national, religious and monarchy. And soldiers who are loyal to the national, religious, and monarchy institutions. 2) communication strategies, political image. Is to create understanding with people and to create awareness of behavior 3) Situation adjustment strategies can be divided into 5  areas: General Prayut's strength characteristics. Character of sacrifice, courage and decisiveness. Characteristics of individuality and determination and professional politicians