Persuasive Techniques in the Thet Mahachat Kan Maharaj Tradition

Abstract

This research article aims to study and analyze persuasive techniques in the Thet Mahachat Kan Maharaj tradition. The scope of this research article came from 5 videos of Thet Mahachat Kan Maharaj tradition specific to central Thailand published publicly on the Facebook website in September 2022 and the YouTube website. The research selected only five videos in which the monks persuade the people who came to listen to the sermon to make merit to redeem Kanha and Chali and included field data collection in the Mahachat sermon “Phra Vessantara” 13 chapters, one thousand spells Sunday, September 25, 2022, at Wat Thung Khru, Thung Khru Subdistrict, Thung Khru District, Bangkok. The conceptual framework used in this research article is the concept of persuasion, the concept of storytelling, the concept of ritual as a performance, and the concept of functions of folklore.

The research results found ten persuasive techniques in the Thet Mahachat Kan Maharaj tradition classified as follows: Group 1 Three Language Strategies, including choosing words or phrases to show appreciation, the use of metaphor, and the use of quantitative words to suggest guidelines for offering money to the monk who gives a sermon. Group 2 Four Content Strategies, including mentioning the result of merit, giving examples of ancient customs, using the Lae-nok to tell stories, and giving the blessing. Group 3 Three Performance strategies, including the use of tone, the use of gesture, and the use of equipment. In this regard, the strategies found also show the vital roles of the Thet Mahachat Kan Maharaj tradition in central Thai society as follows: the role in inheriting Buddhism to exist in society, the role in preserving local culture, the role of strengthening local unity in central Thai society, the role in teaching morality to people in society, and the role in entertaining.