| Summary/Abstract |
The Move Forward Party’s victory in Thailand’s 14 May 2566 (2023 CE) election surprised most observers, defying widespread predictions of a Pheu Thai win. Departing from traditional vote-mobilization strategies, Move Forward’s campaign focused largely on social media and broad calls for political reform while eschewing the vote-canvassing networks and economic policy promises that had delivered victory after victory for Pheu Thai. Does Move Forward’s win indicate changes in Thai voting behaviour? Relying on data from an original survey collected the week before and the week after the election, as well as observations from fieldwork, we identify two political cleavages that were influential in shaping vote choice: age and ideology. Younger voters and those who embrace more liberal values were significantly more likely to support Move Forward. Nevertheless, we caution that this election may be unique, and that these political cleavages may not necessarily drive voter behaviour in future elections.
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