The Analysis of Policy Communication Content in Electoral Campaign of the Municipal Councilors and Executives in Muang District, Khon Kaen Province

Abstract

This research aims to study issue and content that of the municipal councilors and executives used for an electoral campaign. The holistic multiple case study was employed to conduct research in five municipalities located in Muang District, Khon Kaen Province. The data were gathered from policy communication signboards, social networks, and election campaign spots, during Thailand municipality’s election in 2021. The data were analyzed, compared, and interpreted by using a content analysis approach. The data analysis helped identify trend, differences, and similarities in each policy area. Each policy aspect was also prioritized regarding the research framework.  The results show that the contents used for policy communication in the local election of council members and local administrators in 2021 were similar the contents used in local election campaigns in the past. Most of the policy contents concentrated on infrastructure development issues. The later emerging issue concerned about life quality development, social security and community safety, natural resource and environment management, planning, tourism, and local investment. Prominently, local culture promotion and local wisdom development became the least issue that most candidates rarely mentioned about. Although, this local responsibility was important for local development. In addition, some municipalities introduced new and prevalent policy contents such as gender equality, light rail system, and digital technology development etc.