The Election Campaign of Female Chief Executive of the Provincial Administrative Organization B.E.2563

Abstract

Feminism is becoming more popular resulting in having the highest number of females who were elected as chief executives of the provincial administrative organizations in 2020, the highest figure in election history. This research aims to examine general conditions, management strategies, and present guidelines for the development of election campaigns using a qualitative research approach. Key informants were purposively selected, totaling 20 people. Data were collected through in-depth interviews using semi-structured interview questions, and then were analyzed using triangulation. Results of the study indicates that voters were more politically alert every time there was a local election. There was competition between existing and new political groups. Both traditional and new media were used. Organizational management principles and political marketing concepts were applied effectively. This included strict compliance with election laws, planning and setting effective strategies, both male and female campaign leaders understand local politics, creating variety of media channels, the campaign messages are clear, concise, and easy to understand, as well as assessing public opinions of the candidates before and during the election. Moreover, female candidates possessed characteristics that stand out from men such as expressing a motherly instinct and having good communication skills. The campaign slogan explicitly indicated the candidate’s femininity and having a clear political ideology. On top of that, the campaign policies were practical and could actually solve problems or change the province. In addition, the team names were short, concise, easy to remember. When false information was spotted, it was dealt with quickly and replaced by recent updates. It is suggested that political marketing strategies should be applied. There should be a survey of the area and eligible voters. Finally, female candidates must clearly demonstrate a more dominant characteristics than their male counterparts.