Paper short abstract:

How does viral culture play an important role in the way we interact with images? How do fake quote images and memes deepen political polarisation? How can we resist such a culture? To answer these questions, this paper presents an exploratory empirical investigation into Thai politics.

Paper long abstract:

During the past decade, social networks have changed the way people participate in political life. These platforms allow communication where information can be shared easily. In this regard, scholars speak of the growing significance of visual aspects (Kenny 2010; Barnhurst & Quinn 2012). Posts with visual or video information tend to generate more engagement than text (Shifman 2014; Denisova 2019). In virality, issues relating to mis- and disinformation, and fake news are challenging democracies around the world, including Thailand where the 2014 coup d'état left the nation more divided than it had been for decades.

How does viral culture play an important role in the way we create, see, share, and interact with images, particularly in politics and social movements? How do fake quote images and memes deepen political polarisation? How can we resist such a culture? To answer these questions, this paper presents an exploratory empirical investigation into Thai politics, the exploration of which is vital to the smooth functioning of a democratic society.

This paper reviews a range of research in this area, showing that trust and (mis)trust issues have begun to emerge in Thai society. It also outlines some of the variables that are currently being focused on and those that are being considered for the future. Emphasis is given to the significance of visuals, social networks and age groups in shaping the Thai political landscape and the adaptation of fact-checking in practice. The significant implications of research in this area are also discussed.