Political Communication Through Campaign Rally Platforms: A Case Study of The 2026 Thai General Election

Abstract

   This article aims to: 1. analyze the political communication strategies through campaign rallies of the major political parties in the 2026 general election; 2. examine the construction of political image and identity through rally discourse; and 3. compare the strategic differences among four political parties, namely the People’s Party, Bhumjaithai Party, Pheu Thai Party, and Democrat Party, amidst the intense political context and information competition in the digital era. The research employed a qualitative research methodology, applying Critical Discourse Analysis (CDA) based on Fairclough’s conceptual framework to examine the relationships among text, discursive practice, and social context. This was integrated with Lasswell’s communication paradigm and political marketing concepts to systematically categorize the communication behavior from senders to receivers. The primary data consisted of video recordings of the major campaign rallies held by the four political parties on February 6, 2026, which were disseminated through publicly accessible online channels of news organizations and digital media.

   The results revealed that campaign rallies in the 2026 general election served as important arenas for framing and contesting political meanings. Each party exhibited distinct strategies in constructing its political image and identity. Specifically, the People’s Party emphasized the discourse of change and structural reform. The Bhumjaithai Party focused on professionalism, expertise, and risk management. The Pheu Thai Party combined a vision of science and technology with the revival of political memories and the identity of its established mass base. Meanwhile, the Democrat Party emphasized integrity, credibility, and its political positioning as a safe alternative.