Online Campaign Narratives in Thailand’s 2023 General Election

This article explores the intricate dynamics of election-related narratives and ideological shifts that characterized Thailand’s 2023 general election during a pivotal moment when the salient issue transcends the economy, encompassing a profound ideological shift that cuts across social cleavages. Leveraging an original dataset comprising over 2,500 posts disseminated by major parties on Facebook and X (formerly known as Twitter) one month prior to the election to two days afterwards, the findin