The Political Communication Strategy of the Pheu Thai Party on the Global Stage and the Success of the Digital Partnership Policy During 2023–2024

Abstract

This research consists purposes were 1. to examine the political communication strategies employed by the Pheu Thai Party in constructing its international image 2. to Investigate the use of digital tools in delivering political messages to the global community and 3. to study the role of the Pheu Thai Party’s leadership in advancing digital diplomacy through political communication. This qualitative research involved a documentary study that focused on synthesizing information from academic literature, mass media reports, policy statements, and the party’s communication activities during the Pheu Thai Party’s administration in 2023–2024. The collected data from these relevant documents were then subjected to content analysis. The findings reveal that 1) the political communication strategies of the Pheu Thai Party in the global arena highlight the projection of a modernized image, closely tied to the role of leadership in economic and digital domains. This was achieved through statesmanlike communication combined with the creation of new media space 2) the party effectively utilized digital tools including social media platforms, international forums, official websites, and multimedia productions to disseminate positive recognition of the Digital Partnership and its policy direction and 3) party leaders, particularly the Prime Minister, played the role of “digital diplomats” by employing the language of policy, economics, and technology to build confidence among the international community. Moreover, the Digital Partnership policy proved successful in establishing cooperative frameworks with developed nations such as South Korea, Japan and countries in Europe, relying on the power of communication as the central driver.