Message Design by the “Singh Noom” Team for the Thungsong Mayoral Campaign

Conference: The Asian Conference on Media, Communication & Film (MediAsia2021)
Title: Message Design by the “Singh Noom” Team for the Thungsong Mayoral Campaign
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 Singh Noom Team’s concept and policy for designing messages for the mayoral campaign; 2) their design of messages to support the candidate’s personality; and 3) their design of messages to broadcast Thungsong development policies. This was a qualitative research based on in-depth interviews and observation. The 36 key informants included both participant in planning and operation on mayoral campaign processes. Data were analyzed deductively. The results showed that 1) the concept for message design was to communicate to the people that they should vote for a good person, who is smart, well-experienced result oriented, and be able to continue on previous socially beneficial projects. The message design policy was "short, to-the-point, easy to understand, impressive, using green as the team color, eye-catching graphics, for both conventional media and new media". 2) Messages about the qualities of the candidate emphasized “ready to act, creativity, clear work results, continuing with development projects.” 3) Messages about Thungsong development policies emphasized pushing to make Thungsong Municipality into a special administrative zone with a vision of developing it into “Thungsong Logistics City Hub” with 21 sub-projects aimed at solving the people’s pain points.

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