Isan Culture Communication in the International Thai songs Music video : The study of “Kwan Aei Kwan Ma” Song

Abstract

“Isan Culture Communicating from the International Thai Songs Music Video: The Study of “Kwan Aei Kwan Ma” Song” is qualitative research. The objective of this research is to study how Isan culture can be communicated through a storytelling strategy from the international Thai song music video "Kwan Aei Kwan Ma" by singer Palmy, who is considered as a popular singer that can reach a wide range of audiences, especially teenagers. The methodology used by this study was “Textual Analysis” through the music video. Which were revived by the concept of storytelling and concepts of Isan culture. An interview with the music video director was also included. The results showed that the music video "Kwan Aei Kwan Ma" has communicated Isan culture through four elements: 1. storyline of the video that communicated through a traditional Isan ceremony which was celebrated to call for the patient’s soul. 2. Theme of the video through the love of family that cured the heart of the patient. 3. Characters of the music video who were all Isan people. 4. Special symbols of Isan culture which showed beliefs, values, and ceremony. The Isan culture which was communicated most in this music video was through “Sorn Kwan ceremony”. The story of the music video was carried out through this ritual ceremony. The elements and the processes of the ritual ceremony were shown from the beginning to the end of the ceremony. In addition, many other cultural elements were also implied in this music video such as spiritual beliefs, Isan costumes, modern Isan accommodations, and Isan handcrafts. These were all communicated through the storylines of this music video by presenting Isan culture by adapting it to the era and understanding of modern people. Therefore, the ancient rituals are used to combine with the characters that look like a new generation and new situations accessible to the audience. Decrease the authentic Isan and begin to mutate into a new Isan to reach the youth and the new generation to learn, understand and be ready to continue to accept the Isan culture.