The Role of the Election Commission of Thailand in Communication for Promoting Public Participation in the 2026 Referendum

Abstract

                  This academic article aims to analyze the role of communication in promoting public participation in referendum voting under a democratic system. A referendum is regarded as a significant mechanism of direct democracy that enables citizens, as sovereign power holders, to participate in decision-making on important public issues. Therefore, effective communication is considered an essential condition for informed participation. The article employed conceptual analysis together with documentary research under the frameworks of political communication theory, communication for development, and principles of public participation. These frameworks were applied to analyze the communication processes of the Election Commission Office in organizing the 2026 referendum as a case study in order to systematically explain the role of communication throughout each stage of the process. The findings proposed an integrated communication framework known as the “7 ON” model ได้แก่ ON AIR, ON LINE, ON PRINT, ON HAND, ON GROUND, ON SITE, and ON DEMAND. The author synthesized this conceptual framework through the study of communication plans and public relations media of the Election Commission Office alongside the 6-stage communication cycle ได้แก่ (1) preparation and target group analysis, (2) information dissemination and awareness building, (3) voter registration communication, (4) creating spaces for public opinion expression, (5) promoting voter participation, and (6) monitoring and evaluation. The analysis indicated that communication at each stage performed different yet interconnected functional roles, ranging from building foundational knowledge and stimulating behavioral participation to strengthening public trust and the legitimacy of the referendum process. A key finding was that communication functions as a functional mechanism in reducing information asymmetry, creating a public sphere, and enhancing the legitimacy of the referendum process. This reflects the role of communication as an infrastructure of direct democracy.