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  3. How Thailand's Move Forward Party's Fandom Strategy Shaped the 2023 General Election
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  • Publisher:
    ISEAS–Yusof Ishak Institute
    Publication date:
    January 2026
    March 2024
    ISBN:
    9789815203271
    9789815203264
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    • Subjects:
    Politics: General Interest, Politics and International Relations
    Series:
    Trends in Southeast Asia
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    Subjects:
    Politics: General Interest, Politics and International Relations
    Series:
    Trends in Southeast Asia
    ISEAS-Yusof Ishak Institute
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    Book description

    The concept of political fandom, the state of being fans of a politician or of a political party, played a crucial role during Thailand's General Election in 2023. Fandom contributed to the popularity on social media of politicians, such as Pita Limjaroenrat, the Move Forward Party's leader and prime ministerial candidate.

    The strategies involved in achieving celebrity status for politicians are varied. This paper provides a case study of the factors behind the success of Pita and the Move Forward Party and contrasts these with reasons why Pita's key political opponents were less effective.

    It argues that the digital age and the transcendence of politics into pop culture, where celebrity status and fandom can drive electoral outcomes, signify a profound shift in democratic participation, political engagement and the very fabric of Thai politics.

    While fandom has become a stream in participatory democracy, it also highlights the polarized and temperamental nature of Thailand's contemporary hyper-partisan political scene.

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