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Title: | The Move Forward Party (MFP) Political Communication and Its Effects on Voters’ Perceived Political Ideology, Attitude Homophily, and the 2023 Thailand General Election Decision: Comparing Four Thai Generations |
Authors: | Salas Supalakwatchana |
Keywords: | The Move forward Party Political Communication Social Media Exposure Political Ideology Election Decision Generations |
Issue Date: | 2024 |
Publisher: | Bangkok University |
Abstract: | During the past few years, the popularity of the Move Forward Party (MFP)
has been growing significantly, more so in younger generations. The purpose of
this research is to discover the causal relationship between the MFP’s political
communication, the attitude homophily, the perceived political ideology of
Thai voters, and their election decisions in 2019 and 2023. This study employed
a mixed-method approach, combining the textual analysis and a survey method.
In the first phase, 20 contents from the MFP’s Facebook and Twitter accounts with
the highest engagements between March 1st, 2021, and August 31st, 2022 were
textually analyzed. The analysis results demonstrated that the majority of message
themes that occurred in the MFP’s political communication between the studied
period represented the Libertarian-Left political ideology based on the Political
Compass diagram which aligned with the party’s political ideology. In the second
phase, an online survey was conducted with 240 Thai voters to test three research
hypotheses. The results of data analyses revealed that Thai voters in four different
generations have different perceived political ideologies and made their voting
decisions differently such that younger generations with the Libertarian-Left ideology
voted for the MFP whereas the older generations with the Authoritarian-Right
ideology voted for other parties. |
Description: | Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2023 |
Advisor(s): | Ratanasuda Punnahitanond |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5766 |
Appears in Collections: | Theses Theses
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