Message Design for the Members of Parliament Election Campaign of the Move Forward Party

Abstract

This article aimed to study the conceptual framework, the process, and the strategies involved in content design for the election campaign of the Move Forward Party (MFP) in Thailand's parliamentary elections. Employing a qualitative research approach, the study was grounded in theories of political communication. Data were collected from four provinces—Bangkok, Chiang Mai, Nakhon Ratchasima, and Buri Ram—using in-depth interviews with 17 purposively selected key informants, including party executives or policy makers, implementers and operational members, citizens from different generations, and academics. The data were analyzed using qualitative content analysis and presented through descriptive interpretation. The research results were as follows: 1) Content Design Concept – The party’s content design is rooted in the ideological legacy of the Future Forward Party. It integrated insights from field visits and a systematic policy formulation process, emphasizing adaptive communication strategies that align with the audience’s contextual realities. 2) Content Design Process – This process consisted of three key steps: identifying specific target groups, analyzing their problems and needs, and crafting clear, concise messages tailored to the media platforms appropriate for each audience segment, and 3) Content Design Strategies – Five strategic dimensions were identified: producing clear and compelling content, highlighting the party’s unique selling points (e.g., political ideology and distinctive policies), organizing and sequencing content systematically, creating distinctive and memorable messages, and maintaining consistent, impactful communication to stimulate voter decision-making. This study offers new knowledge, findings, or insights into political content design suited to targeted audiences in the digital era. It also proposes practical applications for enhancing campaign effectiveness and provides a foundation for developing systematic communication strategies applicable at local, national, and international levels.