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Media strategies for local election campaigns |
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| รหัสดีโอไอ | |
| Creator | Jamnong Srisongkram |
| Title | Media strategies for local election campaigns |
| Contributor | Wittayatorn Tokeaw, Korrakoch Kantaboon |
| Publisher | Department of Public Administration, Faculty of Liberal Arts, Kalasin University |
| Publication Year | 2569 |
| Journal Title | Governance Journal, Kalasin University |
| Journal Vol. | 15 |
| Journal No. | 1 |
| Page no. | 134-149 |
| Keyword | Media Strategies, Election Campaigns, Local Elections |
| URL Website | https://so01.tci-thaijo.org/index.php/gjournal-ksu |
| Website title | Governance Journal, Kalasin University |
| ISSN | ISSN: 3027-8589 (Online) |
| Abstract | This academic article examines media strategies for local election campaigns, emphasizing the effective, comprehensive, and context-appropriate use of media to reach diverse target groups across different areas and stages of the campaign period. Since each type of media has distinct strengths and limitations, strategic media selection plays a critical role in enhancing campaign effectiveness. Local elections represent a fundamental form of political participation, enabling citizens to exercise their rights by electing representatives to make decisions in both the executive and legislative branches, thereby strengthening democratic governance at the local level. Despite their close relevance to everyday life, local elections continue to face multiple challenges. These include declining voter turnout, limited awareness of civic rights and responsibilities, voter apathy, sophisticated vote-buying practices, political intimidation, the misuse of technology and social media for electoral fraud, the persistence of political power among local elites, monopolization by influential political families, legal loopholes and ambiguities in local election regulations, and outdated and poorly integrated information technology systems for election management. To address these challenges, local election campaigns must be conducted systematically and continuously through three key phases: planning, implementation, and evaluation. This article argues that diversified and well-coordinated media strategies, tailored to the characteristics of different target groups and campaign stages, offer clear advantages in improving public awareness, engagement, and trust in the electoral process. However, such strategies may also entail context-specific risks, particularly regarding unequal access to media and ethical concerns. Ultimately, the effective use of media strategies can contribute to transparent, fair, and credible local elections, support the selection of capable and ethical local leaders, and strengthen the foundation of democratic governance at the national level. |
