Politics and Voting Behavior in the 2023 Thai General Election: A Case Study of Roi Et Province

Abstract

This research employs a qualitative approach to explore the political activities, electoral behavior, and the roles of various political actors during the 2023 general election in Roi Et Province. Data were collected before, during, and after the election using multiple methods, including field observations, interviews, focus group discussions, and post-election voter opinion surveys.

The findings reveal that the degree of electoral competition and the intensity of political activities varied significantly across constituencies. This variation was shaped by factors such as the number and distribution of prominent candidates, recent constituency boundary changes, and the influence of local political networks. In terms of campaign strategies, most candidates employed a hybrid approach that integrated traditional methods with modern technology. While the importance of vote-canvassing networks has declined, social media has become an essential platform for political parties and candidates to engage with voters. Electoral results show that the Pheu Thai Party suffered its most substantial loss of constituency seats since 2001. The Move Forward Party, despite being relatively new, gained a significant share of constituency votes and ranked second in party-list votes, following the Pheu Thai Party. These shifts indicate a transformation in the structure of local political support. The findings indicate that voting behavior is closely linked to economic development levels, access to technology, electoral literacy, and understanding of national regulatory changes. These factors have significantly shaped local political dynamics, marking a shift from the historical dominance of the "Red Shirt" movement and the Pheu Thai Party toward a more fragmented and competitive political landscape, in which no single party commands overwhelming public support. Theoretically, the research underscores the importance of integrating analyses of the electoral system, political technology, and local political capital to understand evolving patterns of voter behavior. Policy recommendations include strengthening the role of election inspectors, promoting public and network-based engagement, and improving mechanisms for efficient electoral oversight.