Digital Campaign Strategies of Thai Political Parties in the 2023 General Election

Abstract

The 2023 general election in Thailand marked a critical turning point in political communication, particularly in the use of digital media as a core mechanism for party campaigning. Communication strategies extended beyond the adoption of new platforms to reflect a structural transformation in the relationship between political parties and the public shifting from one-way messaging to dynamic, interactive engagement. Digital platforms such as Facebook, Twitter, YouTube, and TikTok emerged as primary arenas for parties to present ideologies, policies, and leadership personas, using content designed to align with the media consumption habits and cultural values of various age groups, especially younger generations who seek participatory spaces for political expression. This academic article applies key theoretical frameworks—namely, Political Marketing Theory, Agenda-Setting Theory, and Digital Political Participation Theory—to analyze the digital campaign strategies of major political parties, including Move Forward, Pheu Thai, Palang Pracharath, United Thai Nation, Bhumjaithai, and Thai Sang Thai. Each party employed different digital approaches tailored to their target audiences and party identities, including viral TikTok clips, Facebook livestreams, infographics, and the creation of online communities—strategies that establish the party as a communicative leader in digital spaces, allowing voters to access, engage with, and feel included in the political process. The analysis reveals that digital media not only serves as a tool for publicity but also functions as a new public sphere where citizens can set agendas, express demands, and forge meaningful connections with political parties. It also helps reduce geographic and social disparities that once hindered traditional political communication in Thailand. Simultaneously, the article underscores the potential of digital communication to enhance the quality of democracy through creative, contemporary, and ethical engagement. It concludes by recommending that political parties, communication professionals, and the state collaborate to develop inclusive and sustainable strategies that promote digital democratic participation in Thailand’s future.