SOCIAL CAPITAL: COMMUNITY POTENTIAL AFFECTING EMBROIDERY IDENTITIES DEVELOPMENT OF TAI DAM ETHNIC GROUP IN DON MALI VILLAGE, SURATTHANI PROVINCE

Abstract

This research article aimed to study and analyze social capital as the community potential, which affected the development of embroidery identities of the Tai Dam Ethnic Group in Don Mali Village, Suratthani Province. This qualitative research had the key informants: two knowledgeable sage villagers on embroidery and eight representatives from related organizations, such as educational institutions, local administration organizations, and public departments. Data were collected by observation, in-depth interviews, and focus group discussion. Content analysis was employed, and a conclusion was made using
a descriptive method. The research revealed that the social capital as the community potential, affecting the embroidery identity development of the Tai Dam Ethnic Group
in Don Mali Village, Suratthani Province, comprised of network, trust, culture, ability of people and leaders, social relations, knowledge and wisdom, grouping, institutions, cooperation, and norm. These aspects of social capital, such as the network from being relatives, directly affect how embroidery knowledge is passed on. Supported by having leaders promote cultural expression could bring links to cooperation at the community level. Moreover, the connection between individuals and organizations was the factor that drove and promoted development based on social capital. Notable, the development of embroidery identities, which the community paid attention to pass on the knowledge and local wisdom to the community’s members, children, and teenagers, was the factor that instructed people and led to the creation of community potential affecting the development of embroidery identities. This aimed to maintain and develop the operation of value preservation, which consisted of cultural heritage and local wisdom upgrades based on the community’s needs and participation.