Demands and Approaches to Social Mobilization of the “Prachachon Beer Group”

Abstract

          The main question this research paper seeks to address is how the free beer movement of the Prachachon Beer group mobilized its campaign. The objectives are to study the demands and social movement strategy of the Prachachon Beer group. Based on qualitative research, the research used purposive sampling and in-depth interviews with four leaders and members of the Prachachon Beer group. In addition, the study used document research based on books, research papers, academic articles and online media articles.  A content analysis was conducted in order to identify interlinkages and categorize the information. The study found that the Prachachon Beer group employed both online and offline campaign strategies. For example, the group used Facebook and its page named “Prachachon Beer” to publicly disseminate its various ideas and proposals. The group demands can be summarized in three points: 1) Brewing beer for self-consumption should be permitted; 2) Talking about beer in public should be permitted; 3) Selling beer online should be permitted.
          The social movement strategy of the group can be summarized in six points: 1) Collecting signatures for a petition to amend the law that bans the advertisement of alcoholic beverages; 2) Supporting those affected by the beer monopoly laws; 3) Petitioning the administrative court to abolish the law that bans the online sale of alcoholic beverages; 4) Organize activities with the members of the network; 5) Joining hands with the citizens calling for a reform of the country’s main institutions; and 6) Exchange of knowledge about craft beer through online channels.