APPLICATION OF WCI SUCARITA THRRM TO POLITICAL COMMUNICATION OF LOCAL LEADERS IN DON KHLANG SUBDISTRICT, DAMNOEN SADUAK DISTRICT, RATCHABURI PROVINCE

Abstract

This research aims to: 1. Study the level of political communication of local leaders in Don Khlang Subdistrict, Damnoen Sawat District, Ratchaburi Province; 2. Compare the political communication of local leaders in Don Khlang Subdistrict, Damnoen Sawat District, Ratchaburi Province, categorized by personal factors; 3. Present the application of the principle of honest speech for political communication of local leaders in Don Khlang Subdistrict, Damnoen Sawat District, Ratchaburi Province. The research methodology is a mixed-methods approach, combining quantitative research by collecting data from a sample of 370 people using a questionnaire with a reliability coefficient of 0.991. Data was analyzed using frequency, percentage, mean, standard deviation, t-test, and F-test with analysis of variance; and qualitative research using in-depth interviews with 9 key informants. Data was analyzed using descriptive content analysis.

The research findings showed that: 1. The overall level of political communication of local leaders was high. When considering each aspect, the sender was at a high level, followed by the receiver, communication channel, and information, all at a high level. 2. The study compared the opinions of the public regarding the political communication of local leaders. Considering personal factors, it was found that people with different genders, ages, educational levels, and occupations did not have different opinions regarding political communication, thus rejecting the hypothesis. However, people with different income levels did have different opinions regarding political communication, thus accepting hypothesis 3. The overall application of the principle of truthful speech to political communication by local leaders had a high average score. Considering individual aspects, the aspect with the highest average score (high level) was *Pasunavaca Veramani* (refraining from slander), followed by *Pharusavaca Veramani* (refraining from using abusive language), and the aspect with the lowest average score (moderate level) was *Musavada Veramani* (refraining from lying)