Creating Cultural Value and a Creative Economy from Traditional Pottery Knowledge through Community-Based Promotional Media of Ban Mo Community

Abstract

This academic article aims to elevate the traditional pottery wisdom of Ban Mo Community, Khewa Subdistrict, Mueang District, Maha Sarakham Province, toward becoming a significant cultural identity of the province through the development of promotional media within the framework of the creative economy. The study employs a qualitative research methodology, integrating Participatory Action Research (PAR) and Community-Based Participatory Research (CBPR). The research instruments include in-depth interviews, participant observation, and the collaborative development of promotional media with community members. The key informants consist of local wisdom holders, community leaders, and participants involved in the media development process, totaling seven individuals. The findings indicate that the developed promotional media effectively and systematically communicate the knowledge, identity, and cultural values embedded in traditional pottery craftsmanship. This process enhances community awareness, appreciation, and pride in local wisdom, while also increasing the potential for applying such knowledge to creative economic development within contemporary social contexts. Furthermore, community participation throughout all stages of the research strengthens a sense of ownership over local knowledge and raises awareness of pottery craftsmanship as an important form of local cultural heritage. The study further demonstrates that linking local wisdom with narratives, ways of life, and cultural contexts through contemporary media enables effective engagement with youth and the general public. Promotional media thus function as a key mechanism for shaping community image, enhancing visibility at provincial and regional levels, and supporting the development of cultural tourism and creative learning. Accordingly, this article proposes that media development grounded in local wisdom serves as an important strategy for driving community-based creative economy initiatives and can be sustainably adapted as a model for other areas with similar socio-cultural contexts.