A Synthesis of Political Communication Strategies of Thai Female Politicians: Challenges and Empowerment

Abstract

This article aims to study the forms, strategies, and channels of political communication employed by Thai female politicians, analyzing how these communication patterns influence public perception and political image. It also explores the challenges, gender-based obstacles, and social barriers faced by women politicians in political communication, offering recommendations to enhance their communication capacity and strengthen their roles and effectiveness in the Thai political arena. This documentary research used a literature review approach, systematically selecting relevant academic articles, theses, and research reports published between 2020 and 2025, and applying content analysis and synthesis to interpret the findings. The results show that Thai female politicians actively utilize various social media platforms, such as Facebook, Twitter, and TikTok, to construct a modern public image, directly engage with target audiences, and foster relationships with citizens. These strategic communication practices have a significant impact on increasing public participation, building support networks, and influencing voters' decisions. However, female politicians still face significant gender bias, persistent stereotypes, and social injustices, notably online harassment or cyberbullying, which hinder their political effectiveness and exposure. The research suggests that developing strategic digital communication skills alongside promoting gender equality awareness campaigns can enhance the capacity of female politicians and contribute to a more balanced political environment. Furthermore, the empirical insights from this study are valuable for policymakers in formulating supportive policies, developing leadership programs targeting women, and improving inclusive political communication practices in Thailand. Ultimately, a dual approach that combines individual capacity-building and long-term social change is essential for empowering women to participate and advance in the Thai political sphere effectively.