Social Media and the DIY Politics in Thailand’s 2023 Election

This article argues that Thailand’s 2023 parliamentary election was the first election where social media played a decisive factor in the electoral outcomes. Prior to this election, social media was an important campaign tool, but it was unclear whether it made a difference in the electoral results. Based on our original post-election survey data (n = 1,249), social media was the most important media in governing vote choice. Social media was a crucial space for activation and conversion—motivating the undecided to become partisans and converting partisan voters to shift their allegiances. Thailand’s 2023 election was also marked by rising personalization of political campaigning, wherein citizens felt free to decide how and what their political participation would look like, and parties that encouraged inclusive and open engagement with politics were best poised to win in the electoral arena. Drawing on social network analysis of social media data, this article demonstrates how the Move Forward Party’s (MFP) loosely structured and inclusive social media campaigns allowed both their candidates and supporters to mobilize individualized large-scale collective action, in contrast to their rivals who focused on traditional top-down style campaigning. Despite the MFP’s winning social media campaigning that produced electoral victories, the party was unable to come to power due to an entrenched authoritarian political system designed to maintain the power of the country’s autocratic elites. The Thai case demonstrates powerfully how autocrats might lose an election due to social media, but still manage to hang on to power through entrenched authoritarian institutions.