MISS GRAND THAILAND 2023 NATIONAL COSTUME COMPETITION AND LOCAL IDENTITY COMMUNICATION

Abstract

This academic paper was aimed to study national costumes of Miss Grand Thailand 2023 by analyzing local identity of communication through contestant’s apparel in 77 provinces which national dress created to portray identity communication of each locality. The findings revealed that Thai cultural identity can be divided in seven categories: beliefs, culture, tourist attraction, creatures in religions, traditions, food, and heroes or the important people. All costumes represented a local identity in each community. Contesting arena was like a space reflecting identity communication through the contestants. However, if one of those costumes won the contest, it will become the community identity and identity localism and will be brought into contest in international arena. The image of local identity will be elevated into national identity. It was the selection of local identity to define the meaning of Thai identity.