The Role of Political Communication in Promoting Electoral Participation in Thai Local Elections

Abstract

This article examines the relationship between the power of communication and local elections in Thailand. The objectives are to (1) explain the role of political communication in promoting citizens’ participation in local elections; (2) analyze the structural problems of local electoral politics within the contemporary socio-political context; and (3) propose an integrated communication approach to enhance integrity and transparency in local electoral processes. This study is an analytical academic article employing documentary research. It synthesizes theories of political communication, two-way communication, and digital democracy, together with relevant empirical studies from both domestic and international contexts. Descriptive and analytical synthesis constitute the primary methodological approaches. The findings indicate that one-way political communication is insufficient to foster meaningful civic participation. Interactive communication mechanisms are associated with higher levels of political awareness and political efficacy among citizens. At the same time, patronage networks and entrenched local power structures persist within communication systems characterized by limited transparency and weak accountability mechanisms. The article argues that the structure of public communication functions as a structural determinant influencing electoral behavior and the quality of local democracy. It further proposes a local democratic communication model aimed at rebalancing power relations and strengthening citizenship in the long term.