Decoding the signal of Tai dam cultural transmission

Abstract

        This ethnographic research aims to describe the transfer of cultural practices of Tai Dam ethnic group identity for the purpose of cultural transmission. We applied a semiotic approach to study ‘culture’ as a process of self identification and representation. Participant observation and immersive method were use for data gathering in a Tai Dam village at Phetchaburi province, Thailand.  We claim that the strong belief in ancestor is influential in the Tai Dam perspective that guides everyday life practices. It signifies the core identity of Tai Dam and transmits through traditional signals, such as costume, food, rituals and, cultural events.  However, the young generation values a modern modality of communication such as ‘football team’, fashionable costume’, gadget, and ‘fusion food’.  This kind of representation helps transmit their ethnic culture dynamically.  We suggest that education for cultural transmission is, therefore,  a significant process in maintaining genuine meaning with new signs to communicate with the new generation.