Election Campaign Strategies of the Patthana Ratchaburi Group in the Elections on March 24, 2019 and May 14, 2023

Abstract

This research article examines the social, economic, and political environment context of Ratchaburi province. Investigates the strategies used in the election campaigns of the Patthana Ratchaburi Group in the elections on March 24, 2019 and May 14, 2023. The qualitative research approach was employed. Data were collected using the techniques of documentary research and in-depth interview with sixteen key informants. Data was analyzed using content analysis. Findings are as follows. (1) The social, economic, and political environment context of Ratchaburi province, includes: (1.1) The Patthana Ratchaburi Group could maintain the voter base from the patronage relationship with local leaders and close communication with the members of the general public through social media. (1.2) The close relationship between local political families, interest groups, and the local residents was a major mechanism in inheriting power and fostering political righteousness. (1.3) Connections with the national political parties enhanced the Patthana Ratchaburi Group to use the resources and the policies from the central administration to create popularity in the area in a continuous and effective manner. (2) The strategies used in the election campaigns of the Patthana Ratchaburi Group, includes: (2.1) The strategies in the election campaigns of the Patthana Ratchaburi Group on March 24, 2019 could explain the conceptual framework of strategic political campaigning. This came from the concept of the political market through a systematic voter analysis using the local networks and Facebook as the instruments of personalized politics. This fostered an awareness and closeness with the people. (2.2) The strategies of the election campaigns of the Patthana Ratchaburi Group in the election on May 14, 2023 could explain the conceptual framework of the functional tools from the concept of the political market. The Patthana Ratchaburi Group used the concept of functional tools in the four aspects of research, strategy, organization, and communication to plan the election campaigns for 2023 in a systematic manner. The techniques used were the use of the old politics; placing the candidate in the area aspect; the party’s networks administration; and emotional communication through local activities. These allow the maintenance and expansion of the voter base in an effective manner.