Current State of Isan Phaya on Social Media Area

Abstract

This academic article aims to study the presence and dynamics of Isan Phaya on social media. The findings reveal that Isan Phaya began appearing on social media around 1996, coinciding with the advent of these platforms. The study identifies three aspects of its manifestation: 1. Content Forms: Traditional Phaya: Preserving the original form from the original texts. Hybrid Phaya: Adapting traditional forms to fit contemporary contexts. Newly Composed Phaya: Created entirely anew, reflecting modern-day themes. 2. User Groups and Usage Channels: The users include individuals from various generational cohorts, such as Gen Z (ages 9–26), Gen Y (ages 27–41), Gen X (ages 42–56), Baby Boomers (ages 57–75), and seniors (aged 76 and above). These users are from diverse roles and professions, including monks/novices, ceremonial hosts/traditional leaders, Molam performers/singers/ songwriters, scholars/researchers, and students/teachers. The usage channels encompass ritual media, traditions, entertainment, education, and social media platforms, which are integrated into contemporary lifestyles due to their convenience. 3. Applications: Isan Phaya is utilized for moral education, entertainment, the preservation of literature and local wisdom, advocacy and public relations, educational tools and knowledge transmission, and expressing the interconnectedness of life in agricultural societies. Social media platforms—primarily Facebook, YouTube, and Instagram—serve as key mediums for creating, sharing, and exchanging information related to Isan Phaya. These platforms facilitate the integration of traditional cultural expressions into modern digital communication, making them a vital part of the evolving social fabric.