Influence of Communication Media on the Bangkok Governor Election Campaign

Abstract

On November 14,1985 the candidates for Governor of Bangkok Campaigned using the mass media and several tactics to announce to the public their party’s platform and their own qualifications for election. The tactics and the use of the mass media which were used during this election may be applied for the promotion of agriculture. This approach may be used to teach the agriculturists technique such as plant species, animal species, the use of fertilizer and insecticides, etc. The research study shows that a total of 21 forms of mass media have been used during the campaign for election of Governor of Bangkok. Listed below in order of success are the types of mass media which had the most influence on the public during this election. Most Influence 1) Home visits 2) Stage campaigns 3) Posters Second Most Influence 1) Television speeches 2) Television advertising 3) Compaigning from vehicles on roads and lanes 4) “T” shirt advertising 5) Pamphlets 6) Direct Mail 7) Newspaper advertising Third Most Influence 1) Cards 2) Leaflets 3) Folders 4) Post Cards 5) News letters 6) Stickers 7) Newspaper supplements 8) Cassette tapes 9) Public video movies 10) Gifts distribution (roses,pins,stickers,etc.) 11) Model advertising Least Influence – the research showed all types of mass media has influence. The research shows that the best results achieved during the campaigning occurred when several forms of mass media were used. - The most visible places for placing posters are at intersections, in road way medians, on electrical power - The most effective colors for posters and printing were red followed - The most effective colors for posters and printing were red followed by blue, green and black in that order. The researcher suggests that this study case on the use of tactics and mass media during the election may be applied to the promotion and teaching of Agricultural Technology. The use of an appropriate mass media methodology would be a great benefit of the agricultural profession by informing agriculturists on techniques, views, information and research which are necessary to promote the profession.