How Thailand’s Move Forward Party’s Fandom Strategy Shaped the 2023 General Election

The concept of political fandom, the state of being fans of a politician or of a political party, played a crucial role during Thailand’s General Election in 2023. Fandom contributed to the popularity on social media of politicians, such as Pita Limjaroenrat, the Move Forward Party’s leader and prime ministerial candidate.The strategies involved in achieving celebrity status for politicians are varied. This paper provides a case study of the factors behind the success of Pita and the Move Forwar