Strategies for Creating Artistic Communication through Traditional Musical Theater in the Role of Promoting Tourism in the Sam Chuck Community, Thailand

Abstract

The research article titled "Strategies for Creating Artistic Communication through Traditional Musical Theater in the Role of Promoting Tourism in the Sam Chuck Community" aims to study the strategies for creating artistic communication within the performance scripts of traditional musical theater to promote tourism. The research employs qualitative and creative methods, including in-depth interviews with community representatives, folk artists and tourists. It focuses on developing literary artistic messages within the performance scripts of Central Thai traditional musical theater, using the Sam Chuck Market community in Sam Chuck District, Suphan Buri Province, as a case study.

The research findings reveal that the strategies for creating artistic communication through traditional musical theater in the role of promoting tourism in the Sam Chuck community involve storytelling through the following elements: 1) Plot Structure: divided into three phases - the beginning, which includes the traditional homage to the teacher and the introduction of the community's story; the middle, which features the interactions and conflicts among characters within the community; and the ending, which is the resolution of the story, marked by decisions made within the community and a farewell, along with gratitude to the audience for attending the performance. 2) Core Idea: focused on presenting the history and key attractions of the Sam Chuck Market community, which is the primary objective of this creative work. 3) Language: the dialogue is combined with "Klon Paed" poetry, structured according to traditional forms of folk songs. 4) Music: involves the use of melodies, rhythms, instruments, and traditional Central Thai folk song styles, including "E-Saew," "Ruea," and "Song Khrueang" songs. In this artistic communication strategy within traditional musical theater, the message sender not only created content but also had understand the literary structure involved in crafting folk songs and the significant context, especially the unique selling points of the community in the narrative. This approach, which effectively communicates both aesthetic and implicit meanings, allowed the audience to understand the content and grasp of the essence of traditional musical theater. Additionally, the incorporation of community stories served as a powerful tool in communicating the role of the performance in promoting community tourism activities.