The Musical Car Parade: the Evolution and cultural adaptation in the Isan Region

Abstract

Rot Hae' is the name that people used to call a truck which loads the musical instruments or performs the show. The format maybe difference according to the social environment in each era since the use of a pushcart, a pick-up truck, an E-taen Thai tractor, until the use of a 6-wheeled truck. Rot Hae has become a creative innovation that targets to use in various activity which relates to religious and local ritual belief, and it is the way that deeply connected to the Isan people’s lifestyle and has been practiced in long period of time. Meanwhile there  is the change in the society the traditional style of the musical car parade may be influenced or overshadowed by the flown social trends which some musical car parades feature a full musical band with a singer and musicians. Furthermore, these parades were always a debut stage for many new artists. However, in the aspect of adjustments, the factor of environment, economy, and attitudes of the people in the society play an important role in influencing consumer behaviors. At present, Rot Hae has further evolved in the context of local entertainment and become an entertainment business format that is widely popular both in the northeastern and other regions. This evolution has reflected an understanding of the modern change dynamic with regard to the expectations, values, ideals, opportunities, and social values, which indicate the foundation in determination the needs of the people in the society properly.