POLITICAL COMMUNICATION OF THE MOVE FORWARD PARTY’S DECENTRALIZATION POLICY IN THE 2023 THAI GENERAL ELECTION

This study aims to analyze the decentralization policy of the Move Forward Party (MFP), examine the communication methods and media employed, assess public awareness, and propose strategies for enhancing policy communication. A mixed-methods approach was applied, combining survey data with in-depth interviews with MFP executives and academic experts. Findings indicate that the MFP’s decentralization policy seeks to dismantle centralized bureaucracy by empowering local administrations to provide public services based on four core components: responsibilities, finance, personnel, and the direct election of provincial governors. Guided by the “Negative List” approach, the policy promotes greater local decision-making autonomy. The party communicated the policy through multiple channels, including traditional media (billboards, television), social media (Facebook, YouTube, Twitter), event-based platforms (campaign rallies, debates), and interpersonal interactions. Public awareness was moderate (mean = 2.91), with the highest recognition for the policy on gubernatorial elections (mean = 3.29). Citizens expressed strong agreement regarding the importance of local transparency (mean = 3.83). Demographic factors such as age, education, and occupation significantly affected awareness, while gender and income did not. Communication channels were also found to influence awareness levels. Policy recommendations emphasize reforming bureaucratic and legal frameworks to facilitate decentralization and elevating the status of local officials to be equivalent to civil servants. Practical recommendations include designing concise and accessible content, tailoring communication to target groups, and establishing continuous evaluation mechanisms. The study contributes to political communication scholarship and provides practical insights for enhancing the effectiveness of policy communication and future public policy development.