Idol effect in Thailand : The image with creative costume to construction of appearance in new media

Abstract

The Idol effect in Thailand has been reflected to the current social context and the development of technology in the role of new media social media society. These effect show a side of the phenomenon of the establishing an identity in relation and popularity as the popular people are called "idols". These creations of identity come from both their own creativities creation and from the audiences who are being the followers or fans. The images of these Idols have presented in varieties of forms which related to the issue of origin, content and storytelling of the idol with the perspective of a business and marketing strategy. Considering of the idols’ image appeared in the case study of the Idol effect in Thailand, the importance of creating costume is one of the common elements that affect to the image for the audiences perceptions and recognitions. This image could be further developed and added value to the product. In terms of the product representative, the image can be one of the supporting factors making the business driving and business designing. The effect of idols in Thailand is able to classify the image of the costume and the creation of identity in new media into 3 characteristics. The first effect: the costume from the identity creation created a dressing culture to a costume under the new media society. The Showing of the Idols costume creations provided the imitation cultural dominance from other nations. South Korea is being an issue of cultural context. There are creating an image using costumes combining with bringing the aura of Japanese culture and Thai culture together under the influence and inspiration from the past era of Thailand and presented in a contemporary Thai context. The second effect: idols image creation using costumes created the identity. This Idols images represent the creation of costumes which are designed or arranged in the way that is relevant to their own tastes level and ways of life and history. The third effect: the idols images shown through the costume and identity creation based on the trends. The growing popularity of the Idol conveyed to the contrast of finding the identity and the memories of the idols in the past. The style of clothing shows a designed form created and influenced by Thai country style costume. Those effects provide the phenomenon of new generation idols images and costumes creation by using the style of patch layout or in the form of cross-gender identity with the more emphasis on forms, colors, and patterns that promoted emotional aesthetics focusing on an entertainment business.