Values and meanings of Tai Lue woven fabrics from cultural capital by integrated marketing communication of woven fabric group at Ban Kluay Luang Phatthana, Kluay Phae Sub-district, Mueang District, Lampang Province.

Abstract

        Research on Values and meanings of Tai Lue woven fabrics from cultural capital by integrated marketing communication of woven fabric group at Ban Kluay Luang Phatthana, Kluay Phae Sub-district, Mueang District, Lampang Province. This is a It is aqualitative research. The research aimed: 1) to study the wisdom and belief in weaving cloth in the Buddhist scriptures of the Tai Lue people, Ban Kluay Luang Pattana, Kluay Phae Sub-district, Muang District, Lampang Province; 2) to continue the weaving pattern used in Tai Lue Buddhism, Ban Kluai Luang Pattana, Kluai Phae Sub-district, Mueang District, Lampang Province; 3) to reproduce the process of inheritance and conservation of Thai Lue weaving fabrics, Ban Kluai Luang Pattana, Kluai Phae Sub-district, Mueang District, Lampang Province; and 4) to synthesize 2 projects of knowledge in continuation of the preservation of woven fabrics in Buddhist scriptures and integrated marketing promotion of Tai Lue people, Ban Kluai Luang Pattana, Kluai Phae Sub-district, Mueang District, Lampang Province. The sample group studied was 20 people of Ban Kluay Luang Phatthana weaving group, Ban Kluai Luang Pattana, Kluai Phae Sub-district, Muang District, Lampang Province, 2 wisdom teachers, 3 community philosophers, 5 seniors and 10 members of the weaving group. Research tools used were participatory operational processes along with in-depth interviews, group discussion forum, small group meeting participant and non-participant observation.

        The results showed that: 1) Wisdom and beliefs about weaving cloth in the Buddhist scriptures of the Tai Lue people are unique identity which has religious principles of Buddhism, Sangkhahawatthu 4, which are charity, giving, sacrifice, sharing for the benefit of others, help cultivate a person who is not selfish, generosity and sharing, and Phokhaphakhaphak 4 is the allocation of money in spending into 4 parts. 2) There is a continuation of the weaving pattern used in Buddhism by transmitting through religious narratives and a set of wisdom knowledge about weaving way of life. 3) There is a process of cultural reproduction through the 12-month tradition and forming an integrated offline and online marketing plan through Facebook page and Line application. 4) Knowledge gained from inheritance and existence through the process of transferring knowledge to the community and pushing for local curriculum through teaching short courses with participation with homes, temples, and schools, in continuation of sustainable way of life wisdom.