THE SOFT POWER OF ART: A CASE STUDY OF ARTWORKS BY ARTISTS IN SONGKHLA PROVINCE

Abstract

This research investigates the artistic landscape of Songkhla Province, focusing on the environment, commercial practices, and strategies for enhancing the soft power of local artists' work. Twelve established artists in Songkhla were interviewed using semi-structured methods to gather insights. A comprehensive analysis combining SWOT analysis, TOWS matrix, content analysis, and theory triangulation was employed to interpret the data. The study identifies both strengths and weaknesses in the artistic environment in Songkhla, outlining opportunities and challenges facing artists. Strategies for success are proposed, encompassing proactive, preventative, corrective, and defensive approaches. The research reveals that artists in Songkhla need to adapt to market demands, develop unique identities, leverage media channels, cultivate collaboration, and prioritize quality and creativity to thrive commercially. The study also underscores the need to enhance the soft power of local art through five key dimensions: cultural identity creation, cultural diplomacy promotion, leveraging social media and technology, experience creation, and network building. This research provides valuable insights for artists, policymakers, and stakeholders seeking to foster a thriving art scene in Songkhla, ultimately contributing to the province's cultural soft power.