Media and Content Creation with Community Participation: The Case of Thungyai from Lao Wieng Community, Baan Wang Yai Chim, Nakhon Nayok Province

Abstract

        The research objectives of this study are (1) to explore the process of designing “Thungyai” as a media and cultural product with community participation, and (2) to examine the process of designing messages that communicate the community’s beliefs through “Thungyai” as a cultural product with community participation.

        The qualitative research methodology was to collect data from August to December 2023, from Lao Weing community, Baan Wang Yai Chim, Hin Tang Subdistrict, Mueang District, Nakhon Nayok Province where the “Thungyai” is produced as a cultural product. Purposive sampling was utilized through in-depth interview, focus group and participant observation during the 6 steps of production process of “Thungyai” and its messages.

        This study highlights the adaptation of “Thungyai” as a ritual media object through the decision-making process of community members, who are the custodians of the culture, aiming to revive the sacred essence of “Thungyai” to wipe out the previous negative aspects associated with the media. Moreover, “Thungyai” serves as a platform for power negotiations between the community members who is the cultural custodians and the state through the governmental mechanism.

        In terms of community’s participation in the designing process of “Thungyai” and its communication message in the community's beliefs through “Thungyai”, it’s found that the community’s members of Thungyai development group engaged in the decision-making, implementation, utilization, and evaluation dimensions.

        The research found that the core in the design of the Thungyai, was its role as the medium to strengthen community bonds through collaborative productions. Furthermore, the Thungyai’s design was tailored to be functional in daily life, aligning with the villagers' individual needs.

        The structure of “Thungyai” was miniaturized to symbolize sacredness, while its spiritual significance was further enhanced by incorporating auspicious colors, such as those used in raw materials like threads and beads. “Thungyai” also functions as a sacred symbolic community center, integrating various semiotic elements. In depth, “Thungyai” assists individuals adjusting themselves into the social uncertainties.

        The study also found the communication strategies to design messages conveying the holy meaning as follows: (1) the branding design with a sacred symbol; (2) simulating holiness through branding design; (3) selecting brand names based on resemblance “Holy Thungyai”; (4) employing metonymy branding design to link “Thungyai” with Buddhist principles; (5) the utilization of an association principle between objects and individuals to convey protective qualities for possessors; (6) the semiotic integration of sacredness through communication space; and (7) the application of auspicious colors and numbers.