In this webinar, Ms Alexandra Colombier examined the transcendence of politics into pop culture after GE2023 in Thailand.
THAILAND STUDIES PROGRAMME WEBINAR
Friday, 15 September 2023 – The webinar highlighted how social media transforms Thailand’s elections, with politicians adopting pop-culture personas to create devoted fan bases. This shift, termed fanocracy, emphasises the power of celebrity and fandom in politics, reshaping the electoral landscape. In this digital age, having a political vision is no longer sufficient; attaining celebrity status is now essential. Fan loyalty now surpasses traditional campaign methods, marking a significant shift in Thai elections. Figures like Pita Limjaroenrat of the Move Forward Party exemplify this trend, rivalling pop culture icons in influence.
The ISEAS Thailand Studies Programme hosted a webinar with Chatham House rules in place, featuring Ms Alexandra Colombier, a Ph.D. student researcher from the University of Le Havre, who provided valuable insights into the impact of social media trends on Thailand’s dynamic political landscape. The seminar garnered participation from 57 attendees and concluded with 16 thought-provoking questions from the audience.
The changing political trends addressed and discussed in the webinar cover the following noteworthy points:
- Despite losing political power due to coalition disagreements and his subsequent suspension from parliament over alleged election regulation violations, Pita Limjaroenrat remained a social media sensation. He skillfully maintained an underdog image through social media; the same approach significantly propelled the Move Forward Party ahead of Pheu Thai’s candidate in the public eye.
- Fandom, in general, is the state of being a fan of someone or something; it also acts as a collective community that collaborates and engages collectively online or offline. The “Dom s̄̂m” movement represents a devoted fan community dedicated to the Move Forward Party and its leader, Pita. The term “fandom” is a blend of “fan” and “kingdom,” while “s̄̂m” refers to the colour orange, which is symbolic of the Move Forward Party.
- “Dom s̄̂m” members often serve as organic promoters, actively campaigning for Pita and the Move Forward Party without direct oversight from the party itself. These individual fans engage in online and offline “orange” themed activities. This includes posting pictures associated with the Move Forward Party on Facebook and participating in political rallies led by Move Forward leaders, all driven by their initiative and enthusiasm. Additionally, they have organised protests in Bangkok to support Pita, particularly after his unsuccessful bid for Prime Minister. Fans also found other ways to support the Move Forward Party, such as tattooing Pita’s face or the Move Forward logo on their arms.
- Political fandom, rooted in the concept of “celebrity politics,” traces back to Edward Bernays’ 1928 book “Propaganda.” Bernays coined the term “the factory of consent” to describe mass consent manipulation, stressing propaganda’s power to elevate the U.S. President to a revered hero, cultivating a devoted, almost cult-like following. Bernays argued that political communication aims not just to win elections but to create myths, nurture cults, and build communities around individuals or parties.
- In modern times, the political representation crisis and the rise of social media have amplified Bernays’ thesis. An excellent case is President Obama’s 2008 campaign, expertly blending pop culture and effective social media use to engage American voters. Obama projected a relatable, socially connected persona, showcasing his pop-culture taste and approachability.
- The speaker provided another illustration involving a British Labour MP, Edward Miliband. A teenage supporter created a “Mili-Fandom” on social media, depicting him as a sexy character, and it quickly gained viral popularity among young and teenage voters. This fandom centres around fantasising about him rather than engaging in political discourse.
- The speaker presented two other examples from Thailand, highlighting the prevalent emphasis on politicians’ personalities over party politics in the country. The first example is former Prime Minister Thaksin, who entered politics shortly after the 1997 economic crisis. Leveraging various communication tools, particularly media channels, he wielded exceptional influence over the public. Thaksin garnered a fervent following and attained a near cult-like status, with a community forming around his charismatic personality.
- Thanatorn is another example of “fandom politics” in Thailand, enjoying a level of adoration akin to Pita. His Future Forward Party, the precursor to the Move Forward Party, similarly employed powerful social media campaigns. Thanatorn effectively rebranded Future Forward as a pop-culture movement, leveraging his charisma and digital media presence.
- However, not all Thai politicians employing similar social media strategies and pop-culture references managed to connect with their audience. Sometimes, the message was weak and failed to resonate with the intended demographic. Simply using pop-culture references is insufficient; a compelling narrative and ideological alignment with the target group are equally crucial for success.
- The way Move Forward depicts their leaders, akin to protagonists in the Game of Thrones series, and the compelling storytelling that romanticises them as heroes fighting against authoritarianism all enhance Pita’s charisma. This can be seen as the secret to Move Forward’s success, setting them apart from other parties that employ similar pop-culture references in their campaign strategies.
The audience queried social media’s negative impact on protests, political fandom’s drawbacks in campaigns, content in the Move Forward Fandom (political or entertainment), and the role of hashtags and memes. The discussion also touched on digital populism, the blurred line between fandom and fanaticism, and how fan reactions shift when politicians diverge from fan expectations in governance.