COMMUNICATION STRATEGIES FOR A POLICY-TOACTION CONVERSION UNDER CONFLICTS SITUATION AMONG SUCCESSFUL COMMUNITY LEADERS IN POVERTY ALLEVIATION

Abstract

A communication strategy for policy-to-action transformation in the context of insurgency for community leaders is essential to enhance the quality of life of the people and poverty alleviation in particular. This paper aimed to 1) study the communication process, 2) investigate the communication strategies, and 3) explore the communication channels for policy-to-action transformation within the realm of unrest of successful community leaders in poverty alleviation. The paper was developed as a qualitative study by retrieving data from indepth interviews and focus group discussion embedding with a descriptive data analysis. The key sample was selected using a purposive sampling method. As for a result, it reveals the followings: 1) An audience analysis is found as a good quality of community leaders as the sender in solving poverty problem during the unrest, 2) The communication strategies in the transformation of the community leaders consists of a Bridge Strategy, “Paka” Strategy (cooperation), Peer Strategy, and “Kit Dai Chai Khon Pen” Strategy (labor smart deployment), and 3) communication channels for the above transformation comprises of five methods; 5.1) building knowledge and understanding for the poor households in terms of benefits upon legalizing ownership of the inherited lands, 5.2) raising awareness among the community leaders in optimizing the central database, 5.3) holding religious leaders as personal media, 5.4) categorizing information in the database of the poor households in response to their needs, and 5.5) communicating through Project-based channels.