Communication Identity of Muay Chaiya as Cultural Capital: The Fighting Spirit of the Tapee River Basin

Abstract

This research aimed to (1) analyze Muay Chaiya's position and role, (2) examine how people perceive the Muay Chaiya identity and (3) propose the guidelines to communicate Muay Chaiya as a cultural capital identity. A variety of research methods were used in this study. Methods of qualitative research conducted documentary analysis and field visits for in-depth interviews using structured interview form, including non-participant observations, and questionnaires were used in quantitative research methodologies to acquire data from residents of Surat Thani and tourists visiting Surat Thani. The results showed that Muay Chaiya identity was frequently perceived by the sample group through new media, followed by frequent perceptions of Muay Chaiya identity through activity media and mass media. Muay Chaiya identity is recognized at a modest degree through folk media, personal media, and print media, while Muay Chaiya identity is perceived infrequently through broadcast media in the community, respectively. In terms of content and form of expression, Muay Chaiya identity was perceived at a moderate level. The hypothesis testing results demonstrated that participants with various personal factors had differing levels of exposure to Muay Chaiya media, and exposure to Muay Chaiya media was found to have a moderately positive relationship with perceptions of Muay Chaiya identity. Furthermore, the researcher suggested an approach for communicating the identity of the Muay Chaiya cultural capital from the study outlined by the S-M-C-R communication component, namely, strengthen the Muay Chaiya network, building a community knowledge set, the use of new media communication improves the experience, and the concept of creative communicators as promoters.