The Publicity Strategy of Kalasin Phuthai Clothing and the Process of Identity Formation among Kalasin Women

Abstract

The objectives of the research are: 1. To study the pattern of promoting the Phu
Thai Kalasin dress of Kalasin women. 2. To study and analyze the process that makes the Kalasin Phu Thai dress become a unique style of dress for Kalasin women. This research is qualitative research. Conduct research by researching related documents, books, textbooks, research works, theses. and interviews using questionnaires Visiting the area to record information and participate in observing festivals or traditional events in Kalasin Province This is an event that has a format for presenting Thai culture. or wearing Thai clothing at the event and provide clothing that is unique to each area To assemble and create a set of clothing that expresses identity and find a representative to present in the body operations of the 3 identity areas, totaling 12 sets, before all the data is compiled and processed. To present research in a descriptive and analytical form.

The research found that the culture of Thai women's clothing has changed according to the times. But what maintains the outstanding ethnic identity and creates a reputation for Kalasin Province is Dressing in Thai Kalasin clothing which is a set of identities that indicate the culture of the area The Thai Kalasin costume is also a symbol that indicates cultural prosperity in many aspects. It is an image that makes Kalasin Province known as a city of culture. Because an impressive image is created through the identity of the dress. By presenting through various media formats There are annual merit-making events and traditional events that make people continually aware of the culture of clothing. There is promotion and support for the Thai Kalasin outfit. It has become a cultural item that everyone can buy and wear. In the past, the Phuthai Kalasin dress may have been just an identity dress worn only by the Phuthai ethnic group. But when the culture spreads With the beauty of the unique outfit Phu Thai dress is therefore not just a dress worn only by Phu Thai women anymore. But it can still be worn by everyone. And now it appears in every traditional merit making ceremony and every festival of Kalasin Province. It is like a representative image of the culture that people are familiar with. This therefore clearly indicates that the Thai Kalasin dress is a dress that perfectly indicates the identity of the Kalasin people and has become the identity of Kalasin women's dress.