POPULIST RHETORIC IN THAI ELECTION CAMPAIGNS

Abstract

Populist discourse in electoral campaigns has become a key political mechanism through which parties construct political meaning, establish legitimacy, and mobilize electoral support. To better understand the dynamics of political competition, the authors explore the evolution, characteristics, and implications of populist discourse in Thai electoral campaigns through a comprehensive literature review and synthesis of academic documents concerning populism, discourse, and elections. The analysis reveals that populist discourse extends beyond campaign promises or policy proposals; it functions as a discursive process that employs language, symbols, and political communication to construct representations of the people, define political antagonisms, and strengthen public confidence in political parties. Over time, Thai populist discourse has evolved from emphasizing economic and welfare policies to incorporating political narratives, identity construction, and diverse communication platforms, particularly digital media, as strategic tools for engaging voters. While populist discourse has contributed to greater public attention to social inequality, welfare accessibility, and quality of life, it has also generated challenges, including fiscally unsustainable policy competition, declining public trust in political institutions, and increasing political polarization. The synthesis further proposes a new analytical framework for examining populist discourse in Thai electoral campaigns, consisting of four interconnected dimensions: 1. the construction of the people, 2. the construction of political antagonism, 3. the construction of hope through public policy, and 4. communication through media and digital technologies. These dimensions collectively explain how populist discourse generates political legitimacy, mobilizes electoral support, and shapes the dynamics of contemporary electoral competition in Thailand.