Comparative Conceptual Metaphors in Thai Politics:

A Case Study Before the Elections in 2001, 2007, and 2023

Abstract

The changes in Thailand’s electoral system over a period of more than 20 years have influenced the use of language that reflects the perspectives of people in Thai society. This article aims to (1) study Thai political metaphors before the 2023 elections in political analysis articles in the ThaiRath online newspaper between October 1 and December 31, 2022, and (2) compare Thai political metaphors before the 2023 elections with those in 2001 and 2007 using a conceptual metaphor framework for comparing one thing to another through a process of mapping meaning from a source domain to a target domain, as proposed by Lakoff and Johnson (1980). The study revealed that prior to the 2023 elections, there were five political metaphors that reflected consistent perspectives in the years 2001 and 2007. These metaphors were “politics is a fight,” “politics is a journey,” “politics is a competition,” “politics is a show,” and “politics is business.” Additionally, there were three deviating metaphors in both years: “politics is sickness,” “politics is gambling,” and “politics is an animal” The comparison of these similar and different metaphors demonstrates that Thai society still perceives politics as involving competition and a struggle for personal and collective gains by playing roles according to various responsibilities and duties. Similar to various kinds of performance, politicians and political parties use these strategies to gain favor and acceptance among the public. However, over the past 20 years or more, it has become evident that Thai society’s negative perception of politics has intensified. Politics is viewed as a risky endeavor, involving both gains and losses, and politicians exhibit survival behaviors akin to various animals. Moreover, politics is also seen as a source of problems affecting the well-being and livelihood of people in the society.