How Social Media is Reshaping Thai Youth Culture

By Kasim Sheerazi

It could be said that Thailand's youth currently are undergoing somewhat of a digital revolution, with social media platforms like TikTok, Instagram, and X (formerly known as Twitter) playing pivotal roles in shaping their cultural, political, and personal landscapes. Social media is an ever changing platform that changes rapidly and quickly to the point that it's even cumbersome for the younger generations today to follow up on daily news and events, with it playing a large part of Thai society, especially the younger generation in which it plays a major role in shaping their mentality, thinking attitudes, and general outlook on the world around them. This article will discuss in depth over how social media is affecting the youth society of Thailand.

Digital Demographics: Youthful Online Presence

Thailand is one of Southeast Asia’s most digitally connected nations, with social media becoming an integral part of daily life (Bangkok Post 2024). As of early 2024, Thailand had over 55 million active social media users, representing nearly 83.4% of the total population. Also, within that 83.4% of internet users, 96% of the 55 million users are active on social media, making it approximately 52.8 million Thai people being active on social media (Inspira Digital Agency 2024).

Within the 83.4% of Thai people online, there is a significant online presence among its youth. In 2024, approximately 74.7% of social media users within the kingdom were between 18 to 24 years old (Statista 2024). This demographic dominance positions young Thais at the front of digital trends, making them pivotal in shaping online discourses and internet cultural shifts. The generation today, often referred to as "digital natives," having grown up with smartphones and 4G internet, their relationship with technology is deeply woven into their identity, communication habits, and worldview.

In terms of daily usage, Thailand is among the top countries globally in terms of time spent online. According to a Global Digital Statistics Report by Backlinko, Thai internet users spend an average of 7 hours and 58 minutes online each day (Backlinko 2024). This surpasses the global average of 6 hours and 40 minutes of screentime by a huge margin of around 1 hour, indicating how deeply embedded these platforms are in everyday routines of Thailand. Platforms like TikTok have seen remarkable engagement, with Thailand ranking ninth globally for TikTok advertising reach, with 44.3 million users being from within the Kingdom. The country's youth spend an average of 38.2 hours (recorded on the Android platform) per month on TikTok ranking 15th globally, highlighting the platform's significance in their daily lives (Bangkok Post 2024).

Moreover, access to digital technology is no longer being confined to just urban centers, nationwide smartphone and 5G infrastructure has been expanding rapidly to reach smaller provinces where the rural Thai youth are increasingly participating in digital conversations which were once only dominated by Bangkok-based users (Dtac 2022). This widespread connectivity is bridging geographic gaps, leading to enabling diverse expressions of identity, culture, and opinion across the country.

Political Awakening: From Hashtags to Movements

Social media has completely altered the political landscape in Thailand, especially amongst the youth with them rallying behind hashtags, organizing mass protests, and challenging old customs through digital platforms. This political awakening is one of the most significant outcomes of the social media revolution in Thailand which has led to a lot of controversy as well (Khaosod English 2020).

During the 2020 protests, platforms like X (Twitter) and Facebook were instrumental in organizing demonstrations, spreading information, and creating political discourse. Sites such as X (Twitter) remained popular in Thailand during that time, especially during political unrest or social movements, providing real-time updates and engagement. Hashtags such as #เยาวชนปลดแอก (#FreeYouth), #ม็อบ18กรกฎา (July 18 Protest), and #SaveWanchalearm (referring to a Thai activist abducted in Cambodia) trended globally, bringing international attention to Thailand’s internal struggles  (First Monday 2021; Manushya Foundation 2021). According to data from Twitter in 2020, Thailand saw more than 12.4 million tweets using protest-related hashtags in July alone (Sinpeng, Aim. 2021.), an unprecedented figure for the Southeast Asia political scene as a whole. Moreover, youth-led digital activism has been deeply intersectional. Movements such as #สมรสเท่าเทียม (#EqualMarriage) demonstrating how digital platforms can also help unify seemingly disparate causes from democracy, environmental justice, gender rights, and to labor issues, all into one broad coalition for change (iLaw 2024).

The digital sphere has also been a space for challenging traditional power structures. For instance, opposition lawmaker Chonthicha Jangrew was sentenced to two years in prison for defaming the monarchy in a 2021 speech, highlighting the risks associated with political expression in Thailand (AP News 2024). The monarchy, considered once untouchable in Thai discourse in public and traditional means of spreading information such as newspapers and magazines, due to strict lèse-majesté laws (Article 112), also came under public scrutiny online. Young activists like Rung (Panusaya Sithijirawattanakul) and Penguin (Parit Chiwarak) used social media to directly address taboo issues. Rung’s reading of the ten-point monarchy reform manifesto went viral on Facebook and Twitter and was a major controversial topic in Thai politics (Southeast Asia Globe 2024).

This digital defiance however has not come without its consequences. The Thai government has responded with an increasingly aggressive clampdown on online dissent. Laws like the Computer Crime Act have been used to silence critics, and over 200 people have been charged under Article 112 since the 2020 protests, many of them under the age of 25 and some being even under 18  (Thai Lawyers for Human Rights, 2024). Even seemingly benign posts or retweets can lead to arrests.

However, despite these threats, young people constantly continue to creatively circumvent censorship. The use of coded language, satirical imagery, and pop culture references (like using Harry Potter metaphors to critique authoritarianism) are common tactics that allow the youth to discuss sensitive issues without triggering legal repercussions (Business Insider, 2024). TikTok has also seen a surge in political parody videos and symbolic protest dances, offering a safer, more humorous entry point for activism.

Identity and Expression: The Rise of BL Dramas and LGBTQ+ Visibility

The proliferation of Boys' Love (BL) dramas in Thailand has been significantly amplified by social media and have become extremely popular. These dramas depicting same-sex romantic relationships have gained immense popularity, leading to the challenging of traditional norms and promoting LGBTQ+ visibility. The success of series like "2gether" in 2020, which garnered millions of views globally shows this trend and has put Thai LGBTQ+ media globally on the map (Time 2022).

Social media platforms have facilitated discussions, fan engagements, and broader acceptance of diverse identities amongst the Thai youth. The genre's popularity due to extending beyond Thailand, has influenced productions in other Asian countries and contributed to a broader cultural shift towards inclusivity and acceptance of peoples differing sexual orientations (Nation Thailand 2024a).

User-Generated Content: Shaping Modern Narratives

User-generated content (UGC) has become a dominant force in Thailand's social media landscape making it one of the most commonly consumed content on Thai internet. In 2023, UGC accounted for 50% of all social media engagements with platforms like TikTok seeing 73% of their content stemming from everyday users (Nation Thailand 2024b). This type of content creation allows the Thai youth to shape their own narratives, share personal stories, and influence public opinion without relying on traditional media outlets such as newspapers and magazines.

The popularity of UGC also reflects a shift towards more authentic and relatable content. It empowers young individuals to express themselves creatively and engage with their peers on topics ranging from lifestyle to social issues.

Mental Health Implications: Navigating the Digital Landscape

While social media offers spaces for connection and self-expression, it also poses serious challenges to mental health. Thai adolescents now commonly face issues such as cyberbullying, social comparison, and the fear of missing out (FOMO), leading to increased anxiety levels. An estimated 1 in 7 adolescents aged 10-19 in Thailand have mental health disorders, with suicide being the third leading cause of death among adolescents (UNICEF Thailand 2023a).

To address these concerns, UNICEF launched the "Every Day is Mind Day" campaign to normalize conversations about mental health among young people and caregivers in Thailand . The campaign uses social media platforms to engage the youth in discussions about mental well-being, aiming to reduce stigma and promote access to support services. Social media is here to stay and shouldn’t be stopped, however, the platform itself can be used as a powerful tool to help fix psychological issues relating to it (UNICEF Thailand 2023b).

Conclusion

Social media is undeniably reshaping Thai youth culture, influencing political engagement, identity formation, mental health, and cultural consumption. As being part of the digital native generation, the Thai youth through these platforms challenge norms, advocate for change, and express themselves in unique ways. While the digital realm offers unlimited opportunities, it also spreads awareness and strategies to navigate its complexities responsibly.

By understanding and addressing the impact of social media, stakeholders, including educators, policymakers, and mental health professionals, can better support Thai youth in leveraging digital platforms for positive development and societal contribution.