Personal Media Usage for Creating Political Popularity in Mayoral Campaign of “Tonkla Nakhorn Trang Team”

Conference: The Asian Conference on Media, Communication & Film (MediAsia2021)
Title: Personal Media Usage for Creating Political Popularity in Mayoral Campaign of “Tonkla Nakhorn Trang Team”
Stream: Political Communication and Satire
Presentation Type: Live-Stream Presentation
Wittayatorn Tokeaw, Sukhothai Thammathirat Open University, Thailand


The objectives of this research were to study 1) the concepts and policy of personal media usage; 2) the forms of personal media usage; and 3) the strategies and tactics of personal media usage for candidate political popularity building in the mayoral campaign of Tonkla Nakhorn Trang Team. This was a qualitative research based on observation and in-depth interviews with 28 key informants from Tonkla Nakhorn Trang Team who were involved with political popularity building in planning and implementation stages. Data were analyzed by inductive method. The results showed that 1) the main concept was to create personal media as community representatives who worked for direct sales. The policy was to use personal media to present a candidate's profile, abilities and vision with voters and convey voters’ needs and pain points back to the candidate. 2) The format for using personal media was to have them communicate by small group discussion with people in the communities about the candidate’s profiles, abilities, the vision of local development policies, and responses to any negative criticism. In addition, the personal media is able to knock door to door, report on likely voter support data, does public works, and work as poll station volunteers. 3) The main strategies and tactics were to get all the strong team members to be united, share the same ideas, the same direction, to forge a shared mission, to work together in communicating to the public, and to develop their capacities as professional personal media.

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