Early voting began over the weekend throughout Thailand, where glossy election posters have choked the streets for weeks.
A decade back, at the end of 2000, I was here during the campaign and eventual election of former Prime Minister Thaksin Shinawatra.
It was to be a historic election under the kingdom's newest and -- according to many legal scholars -- best constitution. (Which in 2006 would be unilaterally rewritten by the military.)
One thing changed are the candidates' images. Martial attire was the custom 10 years ago. But while the Royal Thai Army's power has not flagged during the past decade; its brand image has suffered.
Yet the army's primary area of operation has always been domestic politics. The modern Thai state has never made war, excepting an attempt to reclaim territory from an already-trounced France in 1940. Thai soldiers, however, have been deployed numerous times to supress Thai citizens.
Anyhoo. Net result: Resentment over the army's last political intervention, ouster of Thaksin and constitution-shredding has seen a 'demilitarization' of the political aesthetic. More sports jackets, jewelry and smiles.
Unchanged are the Shinawatra campaign's key messages: from Thaksin-then to Yingluck-now. What he said; she says. Business acumen. "CEO" leadership. Redistribution of wealth. Power to the people.
"Too rich to be corrupt" was the argument the electorate puzzled over in 2000. "Too big to fail" seems the prevailing wisdom today.
Here is a partial list of some of the many candidates and parties on oversized-display:
Name: Prachathipat (Democrat Party)
Leader: Abhisit Vejjajiva
Election designation: No. 10
Current seats: 172
Abhisit Vejjajiva, while clearly a hell-of smart guy, just doesn't photograph so well.
Many observers wrote Abhisit Vejjajiva's political epitaph as soon as he became prime minister. They predicted he'd be replaced, toppled or worse within months for being too young, too privileged and too Oxford-educated. That was two-and-a-half years ago, and the "caretaker" PM now hopes to retain his post with a newfound credibility from the electorate. His Democrat Party formed a coalition government with others after the courts found another legal pretense to remove another Thaksin-loyal PM in 2008. Under his leadership, the Democrats doubled-down on populist policies similar to those which built Thaksin's base.
As for the posters, the Democrat campaign is defensive basketball. They are expending more effort on scare-tactics to portray their opponents as dangerous than they have built a case for their accomplisments. Their posters and speeches remind voters of the fires and violence in Bangkok last year, intimating that more of the same will come with a Puea Thai victory.
Name: Puea Thai (For Thais Party)
Election designation: No. 1
Leader: Yingluck Shinawatra
Current seats: 188
PTP Candidate Little Sister is polling well among women and men, the rural and urban and foreign men.
Where the Democrats have scared, Puea Thai has uplifted. The third incarnation of Thaksin Shinawatra's banned Thai Rak Thai ("Thais Love Thais") party, PTP has run a positive campaign promoting its ticket-topping Yingluck Shinawatra, a political neophyte who also happens to be Thaksin's youngest sister. So much for turning a new page with new leadership.
Yingluck has shown she can work a crowd, and a charm campaign/introduction tour has taken her from zero to hero among Thaksin and PTP supporters in a matter of weeks. Although she asserts her independence from Thaksin, there is little doubt among Thais that Yingluck is a proxy for the convicted/self-exiled former prime minister. After all "CEO Micromanager" was core to his political identity. Yingluck's policies and pronouncements are unlikely to come forth without the imprimatur of big brother-in-exile.
Her posters feature the highest production values. Whereas most women candidates seek to defeminize themselves with chopped coifs, Yingluck's cascading locks are full-blown Soft Power.
Everyone expects Puea Thai to outperform its opponents on July 3. Will they take the 260-or-so seats necessary to rule outright?
Name: Rak Thailand (Love Thailand Party)
Election designation: No. 5
Leader: Chuwit Kamolvisit
Current seats: 0
Chuwit is mad as hell and he's not ... actually I have no idea what's going on here.
And then there is Chuwit. Known to most people as the Sex Parlor King, Chuwit ran an empire of megabrothels in Bangkok and doesn't shy from speaking his mind, making him an anomaly among Thais. (For the frankness, not the sex business.) He's run unsuccessfully for governor of Bangkok before. He also stomped a news anchor for questioning his manhood.
It's tempting to dismiss the overtly sincere-yet-hammy Chuwit as a mere joke candidate. It's also difficult to imagine him being an effective politician. Whether he's in it for simply for the Lulz or ego gratification, only Chuwit knows.That said, he is the most entertaining candidate in an election short on chuckles. (This poster reads: "Politics is like a diaper -- it should be changed often.")
His style draws an affectionate response. A surprising number of people, including well-heeled, status-quo types, have confided their impulse to vote for the Sex King. He might do well enough among those frustrated and undecided between the two majors to win a seat in parliament.
In case Chuwit's brand isn't clear by now, here's one more:
Name: Bhumjaithai (Thai Pride Party)
Election designation: No. 16
Leader: Newin Chidchob
Current seats: 32
Originally a member of Thaksin Shinawatra's Thai Rak Thai party, Newin turned against his former boss two years ago and led his splinter faction, Bhumjaithai, into a coalition with the Democrats, which created today's Abhisit government.
Newin's been accused of corruption several times and actually convicted of vote buying. He's also been a significant power broker for a guy who was banned from politics four years ago.
Bhumjaithai is Abhisit's most important coalition partner. It's been a tempestous romance, at best.
For July 3, Bhumjaithai's posters have stressed policy over personality with ads such as this one, promising to lower the Value Added Tax by 2 percent.
Name: Chartthaipattana (National Development Party)
Election designation: No. 21
Leader: Chumpol Silpa-archa
Current seats: 25
Another disbanded-then-reconstituted party once aligned with Thaksin and now part of the Democrat-led blok. Party leader Chumpol recently expressed umbrage after Abhisit said on Facebook he hadn't wanted to partner with Chartthaipattana. "Me neither," Chumpol said. Both men made veiled reference to external forces bending their wills together. Neither elaborated.
Name: Rak Santi (Love Peace Party)
Election designation: No. 12
Leader:Purachai Piumsombum
Current seats: 0
Social conservative Purachai Piamsomboom made a name for himself as Thaksin's interior minister for his moral crusade against dancing, drinking and most things popular after dark. Bars closing at 2 a.m.? He's the guy.
Purachai, who has cultivated an image as "straight" and "honest," recently handed out rulers at a recent press event. He's offering himself as a middle-road compromise candidate for the undecideds.
Name: Pracha Santi (People for Peace Party)
Election designation: No. 33
Leader: Seri Suwannaphanont
Current seats: 0(?)
This is what I'm talking about. Old school. Unenthusiastic-looking dudes in robes and uniforms.
Name: Matubhum Party
Election designation: No. ?
Leader: Gen. Sonthi Boonyaratklin
Current seats: 3(?)
Led by Sonthi Boonyaratklin, a Muslim army general and leader of the 2006 military coup, Matubhum's support base is in the south of Thailand.