ถอดรหัสไวรัลการเมือง: อิทธิพลของเนื้อหาที่ผู้ใช้สร้างขึ้นต่อชัยชนะของพรรคก้าวไกลในการเลือกตั้งปี 2566

The 2023 Thai general election underscored the growing influence of social media, particularly User-Generated Content (UGC) on TikTok, in shaping public perception and political participation. This study aims to classify UGC related to the election, explore its contribution to voter decision-making, and analyse the persuasive strategies employed by content creators. A mixed-methods approach was used, combining quantitative analysis of engagement metrics (likes, comments, views) with qualitative thematic analysis of 171 high-engagement TikTok videos selected through purposive sampling during the 45 days before and 30 days after the election.

Thematic analysis revealed eight key themes: Everyday Accessibility, Fan Affection and Emotion, Grassroots and Street Campaign, Parody and Politainment, Policy and Power Critique, Gratitude and Mobilisation, Religious or Cultural Context, and Context-Specific Specials. Persuasive tactics observed included emotional appeals, identity and affiliation building, humour and parody, rational policy cues, authenticity narratives, and direct calls to action. The study found that user-generated content on TikTok is an effective political medium, significantly influencing voters’ attitudes and behaviours. It played a key role in the Move Forward Party winning the most votes in the election through emotionally resonant and accessible content.