Communication Strategies and, Music Marketing Patterns of Political Parties on Online Media in the 2026 General Election
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Abstract
Background and Objective: In Thailand’s 2026 general election, digital media played an important role in political communication and gave political parties more opportunities to reach the public. Technological determinism suggests that technology can influence how people receive and perceive information. As political competition increased, parties expanded their communication beyond traditional mass media and campaign activities by using music to communicate policies in ways that are easier for the public to remember. This study therefore aims to examine the communication and music marketing approaches of Thai political parties, as well as the production process of campaign songs used to communicate political policies through online media during Thailand’s 2026 general election.
Methods: This study employs a qualitative research approach, utilizing documentary research and textual analysis of secondary data. The sample was selected through purposive sampling from political parties that were elected to the parliament and used music in their online campaigns. A total of five political parties were included: the Bhumjaithai Party, Pheu Thai Party, Prachachon Party, Rakchart Party, and Democrat Party. Data were collected between December 2025 and February 2026. The data were analyzed using qualitative content analysis.
Results: The study found that political parties used music marketing as part of their policy communication. The songs presented political messages through simple lyrics, melodies, rhythms, and different styles of presentation. For example, the Bhumjaithai Party used upbeat songs with short hooks, repeated the party name or number, and adapted well-known songs for its election campaigns. The Pheu Thai Party focused on policies, hope, and the future, while the People’s Party used modern music and contemporary language to communicate ideas of change. The Rak Chart Party combined songs and dance with policies related to the entertainment industry, while the Democrat Party used songs to present its policies. The parties also adapted their content for different social media platforms, using music videos, short-form videos, live broadcasts, and other social media content. In some cases, the content was shared further or used in user-generated content (UGC).
Applications of this study: The findings can guide political parties in designing their communication strategies, particularly in using music to communicate policies in a concise and accessible way. The choice of content, melodies, and hooks can help make policy messages easier to remember. The findings can also help election regulatory bodies, such as the Election Commission of Thailand (ECT), understand how campaign songs are used in online and digital media and support their oversight of changing forms of political communication.
Conclusion: In Thailand’s 2026 general election, music was used not only for entertainment but also as part of political communication. Sharing campaign songs through online media allowed the public to interact with the content, including sharing or reusing it. The findings show that political parties used music marketing, policy communication, and digital media together in their election campaigns.
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