The Concept of the Four Guardian Gods as a Form of Soft Power Communication in Thai Society

Abstract

This research aims to: 1. investigate the concept of the Four Heavenly Kings (Thao Chatulokkaban) in relation to soft power communication; and 2. analyze the relationship between the doctrine of the Four Heavenly Kings and soft power communication within Thai society. The study is based on a documentary analysis of relevant research and literature. The findings are as follows: 1. The doctrine of the Four Heavenly Kings—deities who serve as guardians of the four cardinal directions in Buddhist cosmology—has been articulated and perpetuated through diverse cultural media, including mural paintings, architecture, and ritual ceremonies. These cultural expressions establish a faith-based authority that has implications for governance and constitutes a significant cultural foundation. Concurrently, Joseph S. Nye’s concept of "soft power" delineates the exercise of influence through attraction and persuasion rather than coercion, leveraging cultural resources, values, and policies. 2. A theoretical analysis indicates that the representation of the Four Heavenly Kings as protectors reflects a culture founded on "primitive thought" and "cognitive relativism," which prioritizes faith, imagination, and affective responses to the sacred. This fosters reverence for these deities as potent protectors of the state and society, functioning as a cultural mechanism that generates positive influence without coercion. Pragmatically, this belief has metamorphosed into "sacred capital" in both tangible (e.g., artifacts, architecture) and intangible (e.g., teachings, philosophical principles) dimensions. This capital serves as an instrument of religious soft power, creating attraction and influencing thoughts and values. Contemporary applications are evident in popular culture, such as the creation of deity figures as "art toys," which reinterprets traditional concepts in a new context to broaden perception and create value in modern society. Therefore, communication through the doctrine of the Four Heavenly Kings is not direct, but rather a process of assimilating and elevating affective experiences to access value-based meanings, which is the essence of soft power communication.