Hope in your hand: Constructing “sanctity” through a multimodal case study of modern amulets as coping and resilience tactics among young Thais during the COVID-19 pandemic
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Abstract
This study explores the core values of contemporary Thai amulets constructed and disseminated via digital media during the COVID-19 pandemic, examining how multimodality plays a crucial role in captivating the young audience. Employing a multimodal social semiotics approach, the research analyzes 946 posts related to Ravipa’s (“Reminder Collection” from their website, LINE, Instagram, and TikTok between 2021 and 2023. The research unveils the eight key values associated with modern amulets, encompassing wealth, love, luck, wisdom, protection, power, health, and fame, posited as coping mechanisms during challenging times. It highlights how different platforms showcase these values using various multimodal strategies. Websites and the social media application LINE combine texts and visuals to display amulet designs, while Instagram uses images and short videos for storytelling. TikTok focuses on dynamic content like celebrity endorsements and new collections. Communication is further enhanced through online engagement, brand recognition, Corporate Social Responsibility, impulsive buying, experimental, influencer, testimonial, and multicultural marketing strategies. Digital dissemination underlines the enduring gravitas of the amulets and interconnected ties of Thai Buddhism, Hinduism, Chinese Mahayana beliefs, and spiritualism, all embedded within these sacred artifacts. This study accentuates the extensive role of multimodality in bridging the gap between traditional beliefs and the materialistic perspectives of Generations Y and Z. Multimodal communication enables the young generation to make informed decisions while expressing their evolving identities and personal preferences through the broad spectrum of amulet designs, making them more accessible and relevant for the young Thais, particularly, in navigating uncertainty and hardship during the COVID-19.
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