THE ELECTION CAMPAIGN OF THE MOVE FORWARD PARTY: A CASE STUDY OF THE 2023 GENERAL ELECTION

Abstract

Objectives of this research article were: 1. To examine the political context that influenced the process of political communication of the Move Forward Party in the 2023 general election (B.E. 2566), and 2. To analyze the electoral campaign strategies of the Move Forward Party through the framework of political marketing in the same election. The sample groups consisted of party executives, Members of Parliament (MPs) representing constituencies, MPs from other political parties, and eligible voters. The research instruments included: 1. in-depth interviews, 2. non-participant observation, and 3. documentary analysis of relevant sources. The analytical framework was grounded in Brian McNair’s theory of political communication, Bruce I. Newman’s theory of political marketing, and the concept of political communication through new media.

The findings revealed that the political context during the period under study particularly the government’s inability to effectively address economic problems significantly influenced voters’ decisions to support the Move Forward Party. The party strategically utilized this context to gain a competitive advantage in persuading the electorate. The campaign process of the Move Forward Party reflected a new model of politics characterized by the rejection of vote-buying practices and the strategic use of political marketing through new media platforms. A key differentiating factor was the “product” dimension, encompassing both the party’s candidates and its policy platforms, which were distinctive and clearly differentiated from those of other political parties. The synthesized body of new knowledge derived from this research included: 1. Electoral victory was achieved through the communication of a new political party image aimed at driving structural national transformation; 2. The creation of clear differentiation from other political parties; and 3. Courage and clarity in political communication.