ANALYSIS OF LANGUAGE USAGE IN THAI AUSPICIOUS PLANT NAMING: BELIEF AND MARKETING DIMENSIONS

Abstract

This article aims to analyze language usage in Molam Sing performance, a popular Northeastern Thai folk entertainment that has adapted to modern times. The study focuses on Molam Sing performances in Northeastern Thailand. The findings reveal that the language used in Molam Sing combines traditional Isan dialect with standard Thai and foreign languages, particularly English, including transliteration, slang, and neologisms to communicate with modern audiences. Meanwhile, it maintains traditional verse structures and melodies, reflecting cultural adaptation while harmoniously preserving traditional essence.