กระบวนการสร้างความหมายและความเป็นจริงทางสังคมในตรรกะการบริโภคในเพลงไทยลูกทุ่งยอดนิยม

Abstract

[Abstract in Thai unavailable]

This research aims to study the meaning of logics of consumption in Thai country songs and to analyze the signification process and construction of reality on logics of consumption. The analytical frameworks are based on narrative, logics of consumption, semiotics and the social construction of reality. The research employs qualitative methods with textual analysis of 48 Thai country songs, in-depth interviews and focus groups.

The findings show that the logic of use value is the most often found value in Thai country songs, followed by logic of exchange value, logic of sign value and logic of symbolic exchange value respectively. According to the meanings of logics of consumption in Thai songs, logic of use value is usually involved with the use of mobile phones, while the logic of exchange value is always concerned with earning a living. Furthermore, logic of sign value usually refers to costumes and eating habits, and logic of symbolic exchange value is often represented through symbols of wealth such as a car or motorcycle. It was also discovered that there was a clear integration among these four logics of consumption and that the logic of use value is most often found among the upper lower class and lower lower class. However, the upper lower class does relate more to the logic of sign value more than the lower lower class.

In addition, the results show that the signification process and the construction of reality are comprised of three factors. First is the music creator, who forms business partnerships for dependent marketing in the meaning construction to create a sense of similarities in lifestyles and personalities between artists and audiences. Second is the audience. Their personalities and lifestyles will be reflected in the music videos. Third is the government sector which controls the construction of meaning and reality for the creators.