When Crowns Speak: Local Identity Communication through the Queen of Sakon Nakhon Wax Castle Beauty Pageant

Abstract

This study aims to investigate the communication process and strategies used to indicate local identity through the Queen of Sakon Nakhon Wax Castle beauty pageant. The study was conducted by a qualitative research methodology. Data were collected by in-depth interview with 30 participants purposively selected from five groups, including 1) organizing committee members, 2) contestants, 3) responsible agencies, 4) sponsors, and 5) audiences. In addition, the data was analyzed by interpreting the data through video recordings of the pageants between 2023 and 2024. The findings reveal five dimensions of local identity found in Sakon Nakhon consisting of 1) traditional identity, 2) cultural identity in clothing, 3) natural and tourism identity, 4) ethnical identity, and 5) community product identity. These identities reflects on seven perspectives, including (1) costumes, (2) pageant formats, (3) performances, (4) video presentations (VTRs) and graphic backdrops, (5) social media communications, (6) songs of pageant, and (7) designed crowns. The communication process involves integrated and multi-dimensional systems relating to various groups such as organizers, contestants, and audiences. This leads to community participation and impacts on the growth of local economy in Sakon Nakhon province.