Patterns and Content of Political Communication on Facebook: A Case Study of the Bhumjaithai Party

Abstract

This research aimed to investigate the patterns and characteristics of political communication by the Bhumjaithai Party on Facebook, as well as to analyze the content communicated through this platform. Employing documentary research methods, data were collected from the Bhumjaithai Party's Facebook page during its tenure as both an opposition and a governing party, spanning from July 3 to October 30, 2025, comprising a total of 652 posts. The findings revealed an average posting frequency of 5 to 6 posts per day. The top three post formats were text, images/photo albums, and video clips/live streams. Informal language was utilized more frequently than formal language to facilitate public comprehension. Additionally, the color blue and the party's logo were consistently incorporated into images or video cover thumbnails to reinforce brand recognition. In terms of content, the emphasis was placed on the party’s activities and operations, the presentation of problems alongside proposed solutions, and government policies. During its period as a governing party, the content strategically aimed to cultivate a positive image of its leader, Mr. Anutin Charnvirakul, the Prime Minister and Party Leader, while advocating for a prominent economic policy: the Khon La Khrueng Plus project. Furthermore, the three most frequently utilized hashtags were #BhumjaithaiParty, #Bhumjaithai, and #PoodLaewTham (#SaidAndDone), which served as the party's electoral campaign slogan. The three most prevalent communication tones were positive, negative, and neutral, respectively, whereas a mobilizing tone was the least frequently observed. The study suggested that the party increase its use of mobilizing communication to further promote the public's political participation through online media.