COMMUNICATION OF LOCAL DEVELOPMENT VISION OF KHLONG NGAE SUBDISTRICT MUNICIPALITY, SONGKHLA PROVINCE

Abstract

This research aims to study 1) Process of formulating the local development vision 2) Methods of message design used in communicating the local development vision and 3) Media utilization in communicating the local development vision of Khlong Ngae Subdistrict Municipality. This research employed a qualitative research methodology, focusing on individuals playing key roles in communication of local development vision of Khlong Ngae Subdistrict Municipality. A purposive sampling method was used to select 31 participants from six groups: 1) political executives 2) municipal council members 3) senior permanent officials 4) community committee members 5) community representatives and 6) communication scholars and strategic communication planners. The research instrument was a semi - structured in-depth interview. Data were collected through individual interviews and analyzed using thematic analysis.

The research findings revealed that 1) Vision formulation process beginning with an analysis of the subdistrict’s potential based on demographic, economic, social, educational, natural resource, and infrastructure data, combined with a SWOT analysis. The synthesis of local potential, identity, problems, and community needs resulted in the official vision: “Livable Khlong Ngae, a Community of Education, Strong Citizens, Quality Tourism Destination, and a Sufficiency-Based Way of Life,”. 2) Message design, synthesis of five core messages reflecting quality of life, education, social capital, grassroots economy, and the philosophy of sufficiency. Each message was strategically interpreted, and common standards for wording were established across the organization to ensure clarity, simplicity, memorability, alignment with local identity, and practical applicability to development strategies and projects 3) Media utilization, the municipality systematically integrated traditional and new media. Public meetings and brainstorming forums enhanced deep understanding and participation Key community leaders served as message transmitters and interpreters within village contexts. Community broadcasting ensured continuous outreach to non-digital groups,