The Creative Process of Thai Contemporary Music Videos : Metonymying Sexual and Erotic Signification

Abstract

This qualitative study aims to discover the metonymy sexual and erotic signification through creative process of  Thai contemporary music video.In-depth interview data were collected from various creative directors of Thai contemporary music video whose works project sexual diversity and nudity contents. Additionally, opinions from scholars who are familiar with the context were added. The researcher is able to clarify the creative process practiced by the creative directors as three states: 1.) Preparation concerns what a brief and a song are; 2.) Ideation refers to incubation, insight and evaluation; and 3.) Elaboration concerns casting, location, filming, editing and music video.The study also found employing the notion of semiology is significantly important to the creative process by the music video directors. It is therefore the appropriate communication tool that allows the directors the way in which able to produce music videos to challenge the myth of Thai society prohibiting explicit sexual content in Thai media landscape.