The objectives of this study are: 1. to find out the meaning of discourse “Referendum” of General Prayut Chan-o-cha in the TV program “Return of Happiness”, and 2. to study the process in producing the discourse about referendum of General Prayut Chan-o-cha in the TV program “Return of Happiness”. The methodology used herein is qualitative research in order to analyze the contents in discourse in the TV program “Return of Happiness”. Also, this study employed the in-depth interview with the scholars expertised in Political Communication, Political Science, and Law. Thereby, the scope of analysis is based on the concept of Critical Discourse Analysis by Norman Fairclough, the concept of discourse, the concept of Critical Semiology, and Authoritarian Theory. The study results show that: 1. There are 3 kinds of meanings in the TV program “Return of Happiness”, i.e. teaching, debate against the opponents, and explanation. These meanings are under the following 3 set of meaning governance including democracy in NCPO style, Discourse of Security, and Despotic Paternalism. It is found that the said meanings have effects on the establishment of identities and relationships between the owner of discourse and the opponents regarding the Referendum on the Draft of the Constitution. 2. The process in producing the discourse in the TV program “Return of Happiness” represents the interaction between Discourse Practice and Socio-cultural Practice. In case of Discourse Practice, the author had many limitations while collecting the data on production process due to dictatorship and authoritarianism, which was full of concealment. However, in case of consumption and publication of contents, it is evident that the owner of discourse deliberately chose to communicate with the viewers during the prime time by means of re-production via the network of The National Broadcasting Services of Thailand as well as personnels media within the state power. This is very effective and convincing among the people. Regarding Socio-cultural Practice, it is found that the practice is compliant to the social context, in which there are disharmony and need of peace and economic recovery. The political pattern of authoritarianism, necessity to take side, and strict enforcement of special laws throughout the time of referendum have had effects on the results of referendum.
(2560). การศึกษาวาทกรรม “ประชามติ” ของพลเอกประยุทธ์ จันทร์โอชา นายกรัฐมนตรี ผ่านรายการคืนความสุขให้คนในชาติ. วารสารการสื่อสารมวลชน มช., 5(2), 71-96.