Negotiations with Isan-ness in the Digital Space: Identity Politics of Isan Net Idols

Abstract

Nowadays, the digital space is widely popular in Thai society and attracts Thai youths to use digital media to present their online selves. Some Thai youths have become celebrities in the digital space, and are known as ‘net idol’. The author is interested in Isan (Northeastern Thai) youths who use social media to negotiate their Isan-ness. Through a study of three categories of Isan net idols comprising a textual analysis of their interviews, news, feature articles, and associated-social media channels, the author investigates the representation of Isan-ness in the digital space.

The findings reveal how the representations of Isan-ness vastly differ from the traditional view of Isan as a rural backwater in contrast to sophisticated urban Bangkok. This oppositional representation has long made Isan youths feel alienated from their local identity. Interestingly, two well-known Isan net idols represent the general views of Isan-ness in terms of lacking development, remote and unrefined. At the same time, they also depict this Isan-ness as being preferable to urban living. Surprisingly, one of the Isan net idols studied demonstrates how to mix Isan culture with other (non-Thai) cultures thereby taking Isan identity beyond the basic oppositional representation.