AN ANALYSIS OF PRESENTATION STRATEGIES OF GHOST BELIEFS IN CONTEMPORARY THAI SOCIETY THROUGH THE SERIES TERROR TUESDAY: EXTREME

Abstract

This research article aims to 1) Examine the strategies used in presenting ghost beliefs and 2) Analyze the roles of ghost beliefs in contemporary Thai society through an analysis of the series Angkarn Khluam Pong: Extreme. This qualitative research employs systematic content analysis based on the frameworks of narrative theory, cultural communication theory, and folklore theory, and presents the findings through descriptive analysis. The results reveal that the series presents ghost beliefs through a variety of strategies, including non-linear storytelling, plot twists, the use of symbols and sacred objects, as well as techniques involving sound, imagery, camera angles, and editing to evoke emotion and create a contemporary atmosphere. Regarding content, ghost beliefs in the series function as moral lessons, connect people in urban communities, communicate emotional uncertainty, reinforce Thai cultural identity, critique social issues, and preserve supernatural belief spaces within the evolving context of the present era. Additionally, the portrayal of ghosts is not merely as mysterious entities but as representations of pain, spiritual healing, and power negotiation-especially in the context of domestic violence, urban isolation, and structural inequality. This research highlights the roles of ghost beliefs as a "cultural space" that remains alive, mobile, and dynamic in contemporary Thai society, particularly through entertainment media that reaches broad audiences. It also contributes to the study of modern folklore and provides insightful perspectives on how spiritual values are communicated through contemporary media in a profound and multidimensional way.