Identity and the Construction of 'Song Sor' Identity on TikTok Platform

Abstract

This study aimed to analyse identity construction among the “Song Sor” group on the TikTok platform by employing content analysis and close reading of 10 TikTok accounts, each with more than 300,000 followers. The study drew on perspectives from digital rhetoric and feminism to examine how the Song Sor identity was constructed and presented. The findings revealed that most Song Sor members were around 20 years old and were business owners who used online media to create and express distinctive identities. These identities were reflected in four main aspects: physical appearance, fashion, occupation, and lifestyle. The construction of the Song Sor identity involved the use of material symbols to signify economic status and success. Members continuously adapted their online personas by responding to followers with sarcasm or humour. Additionally, the Song Sor group exhibited behaviours that challenge traditional norms, such as wearing pyjamas in public or engaging in exaggerated self expression, to demonstrate independence and nonconformity. The Song Sor phenomenon highlighted a new role for women in the digital era, challenging patriarchal values and creating expressive spaces aligned with digital feminism. These characteristics became the symbol of confidence and independence for contemporary women, underscoring the significant role of online media in shaping identity and transforming gender roles in Thailand’s digital society.