BUDDHADHAMMA APPLICATION FOR COMMUNICATION OF POLITICIANS IN LOCAL ELECTIONS OF THE PEOPLE IN RAYONG PROVINCE

Abstract

This research article aimed to: 1. examine political communication of politicians in local elections, 2. investigate factors influencing political communication in local elections, and 3. propose the application of Buddhist principles to enhance political communication of politicians in local elections among citizens in Rayong Province. A mixed-methods approach was employed. Qualitative data were collected through in-depth interviews with 18 key informants, including Buddhist practitioners, political scientists, local politicians, community leaders, and citizens. Quantitative data were collected from a population aged 18 years and above in Rayong Province, totaling 394,423 individuals. A sample of 400 respondents was determined using Yamane’s formula. The research instrument was a five-point rating scale questionnaire with a reliability coefficient of 0.994. Data were analyzed using frequency, percentage, mean, standard deviation, stepwise multiple regression analysis, and descriptive content analysis.

The results revealed that: 1. overall political communication of politicians in local elections in Rayong Province was at a moderate level. When considered by dimensions, all aspects were also at a moderate level, including sender, message, communication channels, and receiver; 2. political perception factors, including personal experience, social perception, and media influence, could jointly predict local election trends at 35.4 percent with statistical significance at the 0.01 level. Meanwhile, the principles of Sappurisa Dhamma comprising Dhammaññuta (knowing causes), Atthaññuta (knowing objectives), Puggalaññuta (knowing individuals), and Parisaññuta (knowing communities and society) could jointly explain 55.5 percent of the variance in political communication (p < .01); and 3. the application of Buddhist principles to enhance political communication indicated that politicians should adhere to reason and factual information, be able to explain outcomes and link local elections to community development, recognize their own potential and limitations as well as those of society, understand public needs, and be aware of local contexts, structures, and cultures. This would lead to becoming effective communicators who understand themselves, others, and society comprehensively.