Mor Lum Mu: Changing the Show Format to a New Platform during the COVID-19 Crisis

Abstract

         The purposes of this research were 1) to study impacts on Isan Mor Lam Moo during COVID-19 pandemic; and 2) to investigate a format and change concept of Isan Mor Lam Moo during COVID-19 pandemic. The population and sample consisted of three Isan Mor Lum groups. The research tools were composed of structured interview, and non-participant observation. The obtained data were analyzed via content analysis. The findings of this study were found that Isan Mor Lam Moo or Isan Mor Lam Tor Klon groups have been affected mainly by government’s measures which continuously caused the job cancellation from the host. This had an impact on the personnel’s welfare so that it made them stop performing their duties abruptly and caused a lack of living incomes. Therefore, the adaptation to the appropriate context of businesses organizations of commercial culture was essential in response to the COVID-19 pandemic crisis. The online performance and the adaption model of online media technology platforms were the important factors allowing Isan Mor Lam Moo group to generate their living incomes and look after their personnel. The performance management style depended on the design of each group in order to create a unique selling point and interest to the audience. Furthermore, there were various forms of the online media platforms providing audience more access to the performance that was beneficial for the development of online performances of the Mor Lam groups in the future.