Message Design for Policy Presentation of Local Political Teams Through Manorah

Abstract

     This research aims to investigate message design for policy presentation by local political teams through Manorah’s performance, employing a comprehensive examination of: 1) message design, 2) presentation methods, 3) presentation strategies, and 4) development approaches. The study utilized in-depth interviews with 18 direct stakeholders, including three local political teams and Manorah performance troupes.
     Research findings reveal that: 1) Message Design involves establishing conceptual frameworks by prioritizing and sequencing core local political team policies through manorah song lyrics, strategically utilizing two-line rhyming verse forms for enhanced memorability. Dialogues were crafted by integrating policy content with humorous elements to facilitate recognition and recall of local political teams. 2) Presentation Methods employed techniques of opening segments to introduce political teams, narrative progression to present policies, and concluding sections to highlight team distinctiveness and reinforce memorization. 3) Presentation Strategies encompassed stimulating audience interest through renowned manorah troupes, persuasive techniques utilizing Southern Thai dialect, and entertainment strategies blending traditional folk instruments with contemporary musical elements. 4) Development Approaches recommend creating distinctive team-specific phrases for long-term memorability, enhancing local political team leaders' narrative roles to establish unique identities, and presenting content through traditional folk media complemented by infographic representations on contemporary platforms to expand target audience engagement and facilitate policy absorption without perceived coercion, ultimately fostering positive long-term relationships.