A STRATEGIC COMMUNICATIONS DEVELOPMENT OF
DISCOURSE BETWEEN THAI GOVERNMENT OFFICIALS
AND VILLAGERS FOR IMPLEMENTING THE 9TH NATIONAL
ECONOMIC AND SOCIAL DEVELOPMENT PLAN
by
Sirinart Paetyangkul
Suan Dusit Rajaphat University,
Bangkok, Thailand
E-mail: sirinart_pae@dusit.ac.th
ABSTRACT
This study focuses on how officials and villagers communicate with regard to government policy, especially in
relation to sufficiency living stated in the national development plan of Thailand, which is set as a fundamental notion
encouraging villagers in rural areas to take action and participate in plans to improve their living conditions and that of
their communities. This study, particularly, chooses the grassroots’ participation concept of the 9th National Economic
and Society Plan. That provides the framework in constructing research questions and using discourse analysis to
investigate the conversational content collected from exchanges among groups of officials and villagers, as well as
between them. The study finds that communication between officials and villagers seems to be fluent, even when
misunderstandings arise. However, it is apparent that the barrier to effective communication between both groups is
cultural. In addition, it is noted that some villagers have started to speak up in public, more so than in the past. This is
significant given that villagers feel inferior due to them having less education. Also, the village headmen and Tambon
Representatives have less education, especially in relation to relevant laws and administrative regulations. It is also
noteworthy that the so-called educational gap of villagers and their representatives prompts some people to take
advantage of this situation, and of the people involved. In turn, this causes damage for both villagers and the state. It is
clear that grassroots participation is necessary in the community development process. However, officials do need to
understand that the manner in which the villagers speak is very informal whereas, in contrast, the conversational style of
officials is rather formal. Usually, this involves official and complicated terms that are not understood by villagers. As a
consequence, effectiveness of the associated discourse is reduced.
Economic and Social Development, Government Policy, Communities
INTRODUCTION
The importance of Thai royalty in Thailand cannot be denied. Thailand has always had Kings at the centre of
Thai society and, therefore, these people are close to love and lives of Thai citizens. In fact, ever since the country was
ruled by way of an absolute monarchy, Thais feel indebted in relation to what their kings and royal families have done
for them. Today, Thailand is a constitutional monarchy. The present head of the Thai royal family, King Bhumibol
Adulyadej, has devoted most of his time visiting his people, especially in the vast underdeveloped, rural areas of the
country, doing so to see, and hear of, the troubles and issues that his people face. As a direct result, His Majesty the King
has organised projects to help rural, disadvantaged and disenfranchised people to survive. In addition, he has encouraged
self-support and self-sufficiency, often through the development of royal projects that convey integrity of the community.
In effect, His Majesty has carried out his royal activities and established royal projects all over the country (Office of The
Royal Development Projects Board: RDPB 2003). For example, the development and preservation of water resources in
watershed areas, particularly in the North of Thailand, have helped to prevent and reduce damage from floods in the
lowlands, as well as assist with water storage to reduce the effects of droughts. Also, the royal projects promote well-
being, such as by convincing villagers to stop opium cultivation, deforestation, slash-and-burn farming activities and
logging, as well as the smuggling of illegal merchandise and weapons. Assistance and advice are also provided with
respect to alternative sources of income by encouraging villagers to replace destructive activities with the cultivation of
high-value rotation crops that are easy to transport, as well as promoting the cultivation of rice and the raising of animals
for household consumption (Office of The Royal Development Projects Board: RDPB 2003; RDPB 2003).