The Strategy of the Move Forward Party in the Four Upper Northern Provinces, 2023

Abstract

This research aims to (1) examine the political context and changes in the four upper northern provinces of Thailand in 2023, (2) analyze the campaign strategies of the Move Forward Party in the region, and (3) investigate the factors contributing to the party’s electoral victory. A qualitative research methodology was employed, utilizing document analysis and in-depth interviews with 20 key informants.

          The study reveals three key findings. First, the Move Forward Party's political ideology resonates with the aspirations of the majority of people in the region, especially younger generations, who formed the party’s core support base. The public’s discontent with the long-standing political monopoly of former Pheu Thai MPs further fueled the desire for change.

Second, the party’s strategic use of social media, particularly the TikTok platform, was highly effective in voter outreach. Moreover, the personal popularity of party leader Pita Limjaroenrat surpassed that of other political leaders, making the party’s brand more influential than individual candidates.

Third, the Move Forward Party’s success was partly due to the weakening of the Red Shirt movement, the prolonged absence of former Prime Minister Thaksin Shinawatra, and the perceived detachment of former MPs from their constituencies. Additionally, the performance of Future Forward–Move Forward MPs in Parliament, consistent ideological messaging, and growing public dissatisfaction with the government of General Prayut Chan-o-cha contributed to a political shift in the region.