Globalisation and the Rise of Informal Networks in Thai Elections

Abstract

Scholarly attention has largely been given to the role of the monarchy, military, parliament, and traditional establishments of power in Thailand. However, with globalization and the rise of information technology, political actors cannot afford to ignore the flourishing political cyberspace and power of positive branding. This thesis will examine why informal networks are important in Thai elections and globally. I argue that Thailand’s political order since the early 2000s has been challenged by informal networks that are highly adaptive, porous and hold no institutional power. Focusing on informal networks of influence comprising of i) social media, and ii) transnational firms in the advertising and PR industry, I show that new repertoires of political communications appealing to the modern political consumer have emerged. These new forms of political communications are not unique to Thailand and have been observed worldwide. Using an interdisciplinary approach, this thesis draws insights from political science, communications, and marketing studies to chart the emergence of informal networks of influence and analyse how they have impacted electoral politics in Thailand, Philippines, Taiwan, Australia, and Japan. By combining interviews and social media analysis, I present case studies analyzing online advocacy groups, acts of resistance and publicity efforts to show that social networks and transnational firms have been immensely capable in helping political actors to win the hearts and minds of the people.