I Can See Your Voice! Analyzing Public Opinions on Urban Issues in Thailand’s Khon Kaen Municipality Through Social Media
DOI:
https://doi.org/10.52731/liir.v005.299Keywords:
local government, public engagement, social listening, social media, urban issues, ThailandAbstract
This study investigates the role of social listening tools (SLTs) in local governance within Khon Kaen Municipality, Thailand, highlighting the interaction between digital discourse and urban management. Through the strategic deployment of SLTs on popular social media platforms such as Facebook, Twitter, and TikTok, the research examines public sentiments on urban issues, focusing on how these sentiments are expressed and can be leveraged to enhance governance. The study encompasses a period of data collection from March to April 2024, employing Mandala AI to analyze online mentions, hashtags, and engagement across diverse social platforms. The findings indicate that Facebook is the primary communication channel, with significant public interaction and engagement, followed by Twitter and TikTok, which cater to specific demographic groups and issues. The sentiment analysis reveals a pre-dominance of neutral tones, punctuated by notable instances of positive and negative senti-ments, particularly around local events and municipal issues. These insights are critical for policymakers, suggesting that real-time public feedback through SLTs can significantly in-form and improve urban planning and policy responsiveness. The research underscores the transformative potential of integrating digital tools in local governance, proposing a model for other municipalities to enhance engagement, transparency, and responsiveness to citizen needs.
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