การสื่อสารเชิงกลยุทธ์ของขงเบ้งและสุมาอี้จากวรรณกรรมสามก๊ก / วรัญญา จตุพรวัฒนพนธ์ = Strategic communication of Zhuge Liang and Sima Yi in the Romance of the Three Kingdom / Waranya Jatupornwattanapon
This research aims at analyzing and comparing Strategic Communication of Zhuge Liang and Sima Yi in The Romance of Three Kingdoms. With 3 kinds situation: Negative Situation, Neutral Situation and Positive Situation by using Qualitative Research Method of Textual Analysis, subjects are analyzed by Components of Strategic Communications of Ketchum Inc. Moreover research also using Document Analysis in journal of Communication and Administration Expert. The Result shows that Zhuge Liang and Sima Yi would plan communication strategy for resolving reputation and trustworthiness problem in Negative Situation. Zhuge Liang used "Transfer Power" method to command his general and Sima Yi used "Fast" technique to organize blitz plan. Then they would plan communication strategy for searching and receiving opportunity. Zhuge Liang used "Backtrack" to plan strategy and Sima Yi used "Cautiousness" to plan strategy. Finally, Zhuge Liang and Sima Yi would plan communication strategy to manage the situation which may affect their party. Zhuge Liang used "Attitude Defeat" to deal with rebel at southern part and Sima Yi used "Sickness Acting" to relieve anxiety and proceed plan immediately.
