Main Article Content
The general election held on the 24th of April 2019 transformed Thailand’s history in many ways. First, the rules governing the election were completely different from preceding elections. Second, the number of candidates and parties that participated in this election was the highest in the nation’s history. Third, the results of the aforementioned election were not as most predicted. These astonishing features of the 2019 election inspired this piece of research as it aims to understand the campaigning strategies of the three most successful parties which are the Phue Thai, Palang Pracharat, and Anarkoth Mai (Future Forward) parties using Bruce I. Newman’s Political Marketing Theory.
The synthesis of this study revealed three new ideas that will contribute to the existing body of literature: 1) In this election, if many parties made use of political marketing concepts, the deciding factor would be a party’s superior policy platform and that platform’s probability of being realized. 2) The political context was an important deciding factor in this election. 3) According to the Political Marketing Theory, parties that offers a novel policy platform that are distinct from those of other parties will often be victorious.
_______. (2019, April 26). Power Party of The People: Who is Who in The Co- Founders. [Online]. Retrieved from https://www.bbc.com/thai/thailand- 45691152.
Hathaikan Trisuwan, (2019,April24). Re: Election Results in 2019: The Battle of The Government Set up a "Seat in The Council" or "Public Vote"?. [Online]. Retrieved from https://voicetv.co.th/read/BJ3KjKn3f.
Khaosod. (2019,April 24). The Constitutional Court Has Resolved to ‘Dissolve the Thai Preserve National Party ', Disqualifying the 10-Year Executive Director. [Online].Retrieved from https://www.khaosod.co.th/breaking- news/news_2284957.
Mgronline. (2019,May1).Hot Share. [Online]. Retrieved from https://mgronline.com/
Nantana Nantavaropas. (2005). Political Communication : Case Study of The General Election Campaign of Thai Rak Thai Party (Doctor of Thesis). Faculty of Journalism and Mass Communication. Thammasat University.
Newman, Bruce I. (1999). Hand Book of Political Marketing. California : Sage Publication Inc.
Politics. (2019, April 24). Waiting for the First Election. [Web blog message]. Retrieved from https://voicetv.co.th/read/BJ3KjKn3f
Posttoday. (2019,April 26). Politics. [Online]. Retrieved from https://www.posttoday.com/politic/news/571462.
Prachachat Business. (2019,April 24). Politics. [Online]. Retrieved from https://www.prachachat.net/politics/news-299070.
Prachatai. (2019,April 24). Analysis of Political Communication 4 Major Parties. [Online]. Retrieved from https://prachatai.com/journal/2019/04/81820.