ADORNMENT OF IDENTITY: THE COMMUNICATION OF CENTRAL THAI CULTURAL IDENTITY THROUGH THE ETHNIC COSTUMES OF MISS GRAND THAILAND 2026 CONTESTANTS

Abstract

This study aimed to: 1) Examine the characteristics of costumes used to communicate the cultural identity of contestants in the Central Ethnic Costume Competition of Miss Grand Thailand 2026, and 2) Analyze the semiotic meanings and forms of ethnic representation presented through beauty pageants as a process of contemporary cultural communication. Employing a qualitative research approach, the study utilized content analysis of video recordings of the competition, photographic documentation, and official costume descriptions. The unit of analysis comprised the Central Ethnic Costumes worn by contestants representing all 77 provinces during the Miss Grand Khwanjai Pattaya competition held in Pattaya, Chonburi Province. The findings reveal that the costumes presented in the Central Ethnic Costume Competition of Miss Grand Thailand 2026 function not merely as aesthetic attire but as cultural media that communicate the identity of Thailand’s Central Region through dimensions of faith and belief systems, ethnic diversity, traditional ways of life, and artistic and cultural heritage. These elements collectively construct and represent the image of Central Thai identity within the context of contemporary cultural communication. Furthermore, Miss Grand Thailand serves as a contemporary platform for cultural communication by reproducing, reinterpreting, and reconstructing local cultural capital through the processes of pageantry, performance, and public communication. This enables local cultures to become more visible, memorable, and widely disseminated to broader audiences. The pageant also demonstrates the capacity to integrate cultural capital with the creative industries, thereby generating value across cultural, social, and creative economic dimensions. In addition, it contributes to the preservation, revitalization, and sustainable development of local identities, allowing them to remain relevant and effectively communicated within the context of contemporary society.