COMMUNICATION THROUGH THE APPLICATION OF BUDDHIS PRINCIPLES FOR CREATING POLITICAL POPULARITY AMONG LOCAL POLITICIANS IN SAMUT SAKHON PROVINCE

Abstract

This research article aimed: 1. To examine political popularity, 2. To investigate the factors influencing political popularity, and 3. To propose a communication approach that applies the principle of Verbal Right Conduct (Vaci-sucarita) to enhance the political popularity of local politicians in Samut Sakhon Province. A mixed-methods design was employed. The qualitative research collected data by in-depth interviewing 19 key informants and focus group discussions, data were analyzed thematically, summarized in frequency tables, and presented descriptively. The quantitative research collected data by questionnaire with a reliability coefficient of 0.926 from 400 samples residents in Samut Sakhon. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, along with hypothesis testing through multiple regression analysis.

The research results were found that 1. People in Samut Sakhon Province liked local politicians who have achieved results, were honest, and approachable to the people, worked for the community, and gave importance to the morality of politicians. People’s political popularity of local politicians was at a moderate level. 2. The main factors of communication affected the popularity of local politicians in Samut Sakhon Province with a statistical significance of 0.01. The communication principles predicted political popularity by 69.5 percent. The main factors of honest speech affected the popularity of local politicians in Samut Sakhon Province with a statistical significance of 0.01, and predicted the popularity of local politicians in Samut Sakhon Province by 38.3 percent. 3. The application of the 4 principles of honest speech helped to build political popularity of local politicians in Samut Sakhon, namely: 1. Truthfulness, speaking the truth, being transparent, making people believe; 2. Apisunavaja, not speaking to cause division, aiming to create unity; 3. Sanhavaja, speaking politely, politely, easily understood, reducing opposition; 4. Mantapasa, speaking with substance, clearly, to the point, promoting a good political atmosphere, openness, and local democracy.