กลยุทธ์การสร้างแบรนด์บุคคลด้วยบทกลอนมโนราห์เพื่อการหาเสียงเลือกตั้งของทีมไพเจน มากสุวรรณ์

Abstract

This research presents a perspective on the building of a personal branding for a politician using rhymes from Manorah, a folk performance art from southern Thailand, because the author was intrigued by the idea of incorporating southern Thai culture into the art of political communication to create an innovation in local political communication. This idea made the politician and his team more outstanding, and differentiated them from the other political teams in the area. The primary tactics used by the Paijan Maksuwan team for political brand building using Manorah rhymes were: 1) Policy and message design – setting the concept, defining the policy points, choosing a Manorah troupe, and assigning the Mahorah artists to compose rhyming songs based on the policy points; 2) Attracting attention – using the fame of the Manorah troupe, making the messages and presentation fit in with the local context, using catchy and melodious songs, and using southern Thai dialect; 3) Persuading – promoting policies for local development, using activities to present messages, making the Manorah pleasant to listen to, and presenting at appropriate times; and 4) Entertaining – making the rhymes and performances fun, inviting audience participation, and taking advantage of the stage experience, skillful oratory, wittiness and ad lib cleverness of Manorah performers. This brand-building strategy is a new form of creating media for a political campaign initiated by the Paijan Maksuwan team. It is a new way to build awareness, recognition and recall of a new local political team. It helped lead Paijan Maksuwan to victory in the election for chairman of the Songkhla Provincial Administrative Organization.