The Pheu Thai Party and the General Election Results on May 14, 2023

Abstract

This research article examines (1) the development of the Pheu Thai Party and the context of Thai politics after the coup d’etat in 2014 until prior to the general election in 2023; studies (2) the important challenging political forces on the Pheu Thai Party in the general election under study; and investigates (3) the failure factors of the Pheu Thai Party on the determination of the strategies and election campaigns of the Pheu Thai Party in 2023. The qualitative research approach was employed. Data were collected using the techniques of documentary research and in-depth interview. Data analysis was conducted using the techniques of content analysis. Findings are as follows: (1) The development of the Pheu Thai Party and the context of Thai politics after the coup d'etat in 2014 until prior to the general election in 2023 showed that the Pheu Thai Party had to adjust under the context of the changing power structure resulting from the coup d’etat in 2014. The Pheu Thai Party having very limited roles. Although the Party could maintain the old bastion in the north and northeastern regions, it could not change its image or strategies efficiently in the new political context, especially in the response to the needs of the new generations and the movements with the focus on the structural change of the political system. (2) The important challenging political forces on the Pheu Thai Party in the general election in 2023 found that the major challenging political forces came from the Move Forward Party which attracted the new generations and residents in the city with a progressive policy, daring to face, and challenging former power openly. The Palang Pracharath Party and the Bhumjaithai Party retained influence in the policy and local base. These were the obstacles to the expansion of the Pheu Thai Party in certain regions. (3) The failure factors of the Pheu Thai Party on the determination of the strategies and election campaigns in 2023 found the following. Although the Pheu Thai Party presented a new form of populism policy such as the 10,000 baht digital wallet, it could not communicate with members of the general public clearly and efficiently. The policy lacked fiscal credibility and could not foster motivation the same way as the structural progressive policy of the Move Forward Party. The Party lacked unity in internal strategies and had confusion in the stance toward the Military Party. After the election the rumor of “holding hands with the Palang Pracharath” resulted in the loss of trust among members of the general public who needed change. In addition, the election campaigns of the Pheu Thai Party focused more on the same bastion and did not reach the new generations or first-time voters in an efficient manner. The Party did not use the new media and the communication of concepts in consonance with contemporary political discourses.