POLITICAL COMMUNICATION EFFECTING TO POLITICAL DECISIONS IN THE 2023 HOUSE OF REPRESENTATIVES ELECTIONS IN NONTHABURI PROVINCE

Abstract

This research aimed to: (1) study the state of political decision-making in the election of Members of Parliament (MPs), (2) examine the factors influencing political decision-making in such elections, and (3) present political communication strategies that affect political decision-making in the 2023 general election in Nonthaburi Province by applying the Buddhist principle of Right Speech (Vaci-sacca or Vacasuci) in its four aspects. A mixed-methods research design was used. The qualitative component involved in-depth interviews with 18 key informants using a structured interview guide, with data analyzed descriptively. The quantitative component included the distribution of questionnaires to 400 eligible voters in Nonthaburi. Statistical tools used in the analysis included percentage, mean, standard deviation, and stepwise multiple regression analysis.

The results showed that: 1. Political decision-making among voters was at a high level overall. When broken down by dimension, the most influential factor was political party policy, followed by political party publicity, candidate characteristics, political relationships, and party image. 2. Factors affecting political decision-making were as follows: Political communication had a statistically significant impact on political decision-making at the 0.01 level, particularly in two dimensions: the receiver of the message and the sender of the message. The Four Aspects of Right Speech also significantly influenced political decision-making at the 0.01 level, especially in two specific aspects: pleasant speech (sanhavaca) and wise speech (mantavaca). 3. In terms of applying Right Speech in political communication, it was found that effective communication required a strong sense of responsibility, refraining from attacking opponents, promoting friendliness, and avoiding divisiveness. In conclusion, the study highlights the importance of ethical political communication, especially communication rooted in Buddhist principles. Such communication fosters informed and respectful political decision-making, reinforcing democratic values and social harmony in the electoral process.