“Vote for Who You Like; Fight for the Right Party”: A Case Study of Voting Reasons in Thailand's Northeast in the 2023 General Elections

Voting behavior in Thailand’s Northeast (Isan) during the 2023 general elections reflects a shifting and increasingly competitive political landscape in a region historically associated with pro-democracy movements. Analysis of voter responses shows a strong emphasis on political parties—particularly their policies, ideological positioning, and perceived democratic credentials—rather than on individual candidates, with many voters opting for straight-ticket voting despite the introduction of a two-ballot system. Voting motivations were largely positive and future-oriented, driven by expectations of political change, democratic reform, and improved governance, while strategic voting also featured as a tool to block conservative or establishment-aligned forces. At the same time, the electoral success of conservative parties underscores the coexistence of democratic aspirations and enduring conservative currents, positioning Isan as a key arena where broader national political tensions and realignments continue to unfold.

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