The Political Communication Strategy of the Pheu Thai Party and The Promotion of Thai Soft Power on the Global Stage: A Case Study of the Success of the THACCA Splash Soft Power Forum 2024

Abstract

This research consists purposes were 1. to examine the role of political parties as mechanisms for advancing soft power at the international level 2. to study the communication methods and strategies employed by the Pheu Thai Party in promoting Thailand’s soft power on the global stage and 3. to analyze the political communication strategies of the Pheu Thai Party within the context of soft power promotion. This study employed a qualitative research approach. Data were collected through a review of relevant documents, and the information obtained from these documents was analyzed using content analysis. The findings reveal that 1) the Pheu Thai Party plays a crucial role in shaping soft power policy directions through discourse construction, institutional mechanisms and collaboration with the private sector and the creative industry 2) the party’s communication strategy integrates cultural nationalism with modern communication tools, such as international events, social media platforms, and the use of cultural figures as communicative agents and 3) its political communication strategy is characterized by a proactive approach rooted in the construction of a shared national narrative, aiming to enhance Thailand’s global image Policy recommendations from the study include the development of a systematic evaluation mechanism for Thai soft power, participatory policy design and the continuous evolution of communication strategies that align with contemporary national