CONSTRUCTING COMMUNITY IDENTITY THROUGH SOFT POWER COMMUNICATION: A PARTICIPATORY ACTION RESEARCH STUDY OF KHUHA COMMUNITY, RATTAPHUM DISTRICT, SONGKHLA PROVINCE
Keywords:
Community Identity, Soft Power, Participatory Action ResearchAbstract
This study aims to examine the co-creation process of community identity through Participatory Action Research (PAR) in Khao Kuha community, Rattaphum District, Songkhla Province. The study adopts an integrated conceptual framework consisting of five key approaches: area-based development, community participation, community identity, soft power and cultural communication, and brand identity systems. The research employs a qualitative PAR methodology, engaging key informants including community leaders, producers of Thephtharo herbal products, cultural stakeholders, and product users, with a total of 20–35 participants.
The findings reveal that the community participation process is dynamic and non-linear, evolving continuously through interactions among community members, researchers, and network partners. The process progresses from trust-building and open dialogue to experience sharing, collaborative analysis, and co-design of development strategies. This participatory process leads to the crystallization of shared meanings of community identity, grounded in collective recognition rather than externally imposed definitions.
A key finding highlights “Lak Kho” as a symbolic representation of place-based identity, reflecting the community’s landscape, collective memory, and shared emotional connections. This identity has been practically applied in brand design and the development of Thephtharo herbal products. Moreover, the PAR process plays a crucial role in fostering a sense of collective ownership, strengthening social capital, and transforming community perceptions. The community has begun to recognize the value and potential of its products as cultural capital that can be leveraged into a soft power economy. Although measurable economic outcomes are not yet evident, the study demonstrates significant shifts in attitudes, confidence, and long-term development expectations.
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