IDENTITY AND CONDITIONS FOR THE SUCCESS OF “MOR LAM KLON” IN DEVELOPING CULTURAL CAPITAL

Abstract

This research article aims to examine the identity of Mor Lam Klon and the conditions for its success in the Northeastern region of Thailand, and to analyze the key success conditions influencing Mor Lam Klon in this region. This study employed a qualitative research approach, with data collected through in-depth interviews, focus group discussions, and participant observation. A total of 70 key informants participated in the study, including 50 participants from in-depth interviews and 20 participants from focus group discussions. The informants were categorized as (1) Mor Lam Klon performers in Northeastern Thailand, (2) individuals involved in Mor Lam Klon troupes or bands, such as musicians and managers, and (3) audience members and fans. Data were analyzed using content analysis, and the findings were presented through descriptive analysis with systematic coding.

          The findings revealed that the identity of Mor Lam Klon in Northeastern Thailand comprises (1) gender, (2) roles and functions, (3) knowledge, abilities, and performance skills, (4) personal identity, (5) branding and brand reputation, and (6) lyrical content, melody, and rhythm. The conditions for success of Mor Lam Klon include (1) social and cultural conditions, such as language use, performance costumes, rituals and merit-making ceremonies, and audience characteristics, with audiences predominantly consisting of Buddhists, rural residents, farmers, and general laborers. Mor Lam Klon performances are closely associated with Buddhism, both in lyrical content and poetic composition. (2) Marketing-related conditions, including performance packages and promotional strategies, (3) policy support from government agencies, and (4) creative economy and soft power policies, encompassing human resource development, knowledge development, intellectual property policies, and information technology policies related to dissemination and public relations. Additional success conditions include (5) community participation, and (6) development guidelines for Mor Lam Klon, such as curriculum development, performance dissemination, and the establishment of Mor Lam learning centers. Overall, the development of Mor Lam Klon as cultural capital, through raising public awareness and promoting national-level participation, serves as a key driving force in advancing this valuable cultural heritage toward broader social recognition and mainstream acceptance.