AbstractThai political life is caught in a tension, sometimes temporally rendered as an oscillation, between extremes of democracy and egalitarianism on the one hand and authoritarian relics of older structures on the other. The confrontation between Red and Yellow Shirts leading up to the 2014 coup might seem to suggest a binary model of Thai political ideology, but the internal complexities of both groups belie a simplistic model of two parties with diametrically opposed views and homogeneous composition. In this article, I argue that it is more productive to approach these tendencies in terms of political performances by politicians representing mutually overlapping and often strikingly convergent ideological tendencies. With the benefit of hindsight, I analyse the 2004 Bangkok gubernatorial election – and in particular one key rally held at Thammasat University ten days before polling day – as a case study in the value of an approach from what I have called ‘social poetics’ for understanding the dynamics of electoral performance, showing how the relevant social actors play more or less creatively with established norms of electoral conduct.