Pheu Thai’s Shift in Communication Strategy 

On 26 April, Thai media outlet Voice TV announced its 31 May closure in a press release. Voice TV, the media outlet affiliated with the Shinawatra family, has existed since 2009 and represented a significant democratic voice against the country’s conservative military-bureaucratic elements. Although the official reason for its sudden closure was economic challenges, other factors must be explored. Voice TV’s closure should also be viewed in the context of polarised politics between supports of the Move Forward Party (MFP) and the Pheu Thai Party (PT). In addition, PT had — for the first time — failed to secure first place in the general elections of 2023.

On 7 May, Voice TV’s vocal commentator, Lakkana Punwichai, discussed the closure of Voice TV, stating on the show คนดังนั่งเคลียร์ (Channel 8): “Voice TV is a political tool and a tool for political campaigning for PT. This is the truth.” Does the closure mean the PT no longer believes this political tool could help regain its popularity ahead of the next elections? This is probably so; given the changed political and media landscape, PT is exploring other platforms to boost its popularity.

Over the years, Voice TV has built a solid reputation for championing democracy, opposing the conservative elements comprising military and traditional elites, and promoting PT. Its popularity peaked during the youth protests of 2020 and 2021, as supporters of MFP and PT tuned in regularly. 

A crack began to form leading up to the 2023 general elections as MFP and PT squared off at the polls. Voice TV’s commentators and audiences were divided between pro-MFP and pro-PT factions. The division occurred when PT left the MFP-led coalition to form a coalition government with political parties representing the old regime. Thaksin and PT faced accusations of “betraying the people” by striking “a deal” with the old regime.

Consequently, Voice TV’s popularity declined as the pro-MFP audience switched away from the channel. The red-shirt audience was also divided between those who thought the PT had betrayed its ideology and those who remained loyal. The former turned their backs on the party and turned away from the channel. Commentators like Sirote Klampaiboon, Atukkit Sawangsuk, and Pitch Pongsawat left. Some remaining commentators became more aggressive in defending PT on-air. This fuelled anger against the government, as noted by prominent red-shirt leader Thida Thavornseth. Political polls over the past nine months have shown the MFP and its key politicians handily beating PT, Prime Minister Srettha Thavisin, and Party Leader Paetongtarn Shinawatra.

Furthermore, the new government coalition marks the end of the political war between the old regime and the Shinawatra faction, at least for now. Therefore, PT no longer needs Voice TV as a political tool against them.

Creating political celebrities through social media has become crucial in Thai politics, as evidenced in last year’s general elections. While MFP politicians dominate the area, PT only has a few young politicians considered political celebrities.

With the platform’s declining popularity, the increasingly combative stance of some of its commentators, and financial struggles, Voice TV became a burden to PT. Even Srettha’s first interview as prime minister was given to The Standard, a Thai digital media, not Voice TV. Therefore, if Voice TV’s popularity has suffered, it stands to reason that the media outlet can no longer help boost PT’s popularity. A new strategy was needed.

Creating political celebrities through social media has become crucial in Thai politics, as evidenced in last year’s general elections. While MFP politicians dominate the area, PT only has a few young politicians who are considered political celebrities. The party and its politicians, including the prime minister and the party leader, need a significant popularity boost, which Voice TV was unable to provide.

Recognising this, Paetongtarn announced the Pheu Thai Academy, which aims to instruct party politicians and staff on issues such as the environment, equality, and education. It also provides communication and personality training. Paetongtarn sees the importance of social media communication. She engages daily, mostly through her Instagram page, about her lifestyle and, increasingly, political activities, especially the Soft Power Project. Rather than relying on political media like Voice TV, this strategy relies on individual politicians’ communication, lifestyle, and personality through social media. Nonetheless, the political mileage from such an approach appears elusive. Her social media following has been decreasing since the end of the general elections.

Meanwhile, the voices of pro-PT commentators continue. Lakkana is active again on Youtube with two channels “Kam Phaka” and “Sit beautiful with KamPhaka” and will likely contribute to PT’s communication projects. At the same time, Viroj Ali joined National Broadcasting Services of Thailand, a government-run news station, to continue his work.

The PT-led government also aims to create the “Soft Power Station,” aligning with Paetongtarn’s flagship policy, “One Family, One Soft Power.” Unlike Voice TV, which was heavily political, the Soft Power Station will showcase a culture and lifestyle strategy to appeal to a broader audience with subtly integrated political messages rather than prominently featuring them, embodying the essence of “soft power”.

The new communication strategy allows the Pheu Thai Party to adopt a softer, more culturally, and lifestyle-oriented approach through the Soft Power Station. This platform will enable the party’s “influencers” to continue their political work through other channels. Additionally, the Pheu Thai Academy hopes to equip its politicians with communication and personality training to compete with MFP politicians on social media.

Given the changing media landscape, Voice TV’s closure can be seen as a fresh start in communication for PT. However, given the changing Thai society, it raises the question: Does the communication strategy need reforming, or does the party need reforming? Whether this new strategy will help PT beat MFP at the polls in 2027 remains to be seen. 

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