The evolution of online media utilization in political party campaigns

Abstract

This academic article has the objective of aims to highlight the perspectives on the development of online media usage by various political parties in Thailand in their election campaigns. It focuses on how each party employs digital platforms to reach target audiences in order to remain relevant in the political sphere. The article also discusses the advantages of online campaigning. Today, political campaigns can be launched through online platforms by tailoring messages into formats that are clear, factual, and credible. Such communication strategies have the potential to persuade the public to align themselves ideologically with a political party. Online political campaigning in Thailand has rapidly progressed since 2019. Political parties are compelled to adapt their communication strategies entirely to fit digital platforms and engage effectively with a broader range of voters.

          Accordingly, Online campaigning initially began with the Future Forward Party in 2019. In 2020, Pheu Thai Party, the Democrat Party, and other political parties increasingly developed their own online campaign strategies. Since then, political parties have continued to rely heavily on online platforms up to the present day. delivered to their target audiences. For example, the Pheu Thai Party promotes its "30 Baht Healthcare Policy" on its official website, highlighting past policy successes. The party also frequently posts visual content and statistics related to current issues, portraying itself as consistently standing by the people. The Democrat Party, on the other hand, maintains a hybrid campaign approach, combining on-site campaigning to retain its local support base with online efforts focused on presenting its vision, public addresses, new member introductions, and opinions on perceived injustices. The party also provides a Line Official account to allow citizens. Lastly, the Move Forward Party is recognized as a pioneer in online political campaigning, utilizing platforms such as Facebook, TikTok, Instagram, and Twitter from the early stages. The Future Forward Party aims to present a modern and tech-savvy image. Each member of the party has expertise in different political issues, yet all maintain online communication channels to receive concerns from the public and respond promptly.