The Study of Campaign Communication Strategies of Thai Political Candidates in Bangkok

This study aims to identify Bangkok candidates’ campaign communication strategies that include mass media advertisements, interpersonal commu-nication strategies, and compliance-gaining strate-gies. Two kinds of research methods were employed: a survey questionnaire and an interview guide. More than half (51%) out of 253 candidates applying to run for a seat in 1998 Bangkok City Council campaign returned the questionnaires back. The major findings from both the questionnaire and interview data are that most of the candidates did not employ newspaper advertisement. But they reported that they used non-newspaper advertise-ments such as mobile cars and posters. Specifically