THE POLITICAL COMMUNICATIONS PROCESS OF MR. PITA LIMJAROENRAT DURING 2019 – 2024

Abstract

Objectives of this research paper were 1. To study the political context that affected Mr. Pitha Limcharoenrat's communication during the period 2019–2024 and 2. To study and analyze the political communication process during this period using qualitative research methodology. Data was collected through in-depth interviews and analysis of secondary data from books, academic papers, news reports, print media, and online media. The information was obtained from 48 key informants, who were purposefully selected, including politicians, academics, civil servants, and other informants. Businessmen, young people, and the public. Data were analyzed by descriptive content interpretation.

The findings revealed that 1. The political context after the 2014 coup was a key driver that led Pita into politics through the Future Forward Party. After the party was dissolved, he became the leader of the Move Forward Party and effectively used parliamentary platforms to communicate and connect with the public. The failure of General Prayut’s government further boosted Pita’s popularity, particularly during the 2023 election campaign with the slogan “If we’re here, the uncle is not; if the uncle is here, we’re not,” which triggered significant political momentum. Although the Move Forward Party won the election, it could not form a government. Subsequently, the party was dissolved, forcing Pita to step down from his political role. And 2. Pita emerged as the most prominent messenger in the political communication process. He demonstrated credibility, trustworthiness, and the capacity for agenda setting. He was not merely responding to media agendas but proactively initiated powerful public issues that resonated with the needs of society.