Communication for localism empowerment through singing contest KIKDUU tv program

Abstract

This study has the objective to examine nationalism and localism in the KikDuu Singing Contest through the program production process. The goal is to study localism awareness among the audiences of the KikDuu Singing Contest. The researcher analyzed 28 tapes using the seven components to examine nationalism and localism in the program content. In addition, in-depth interviews were conducted with eight key informants of whom are program producers and thirty five audiences.

The research revealed nationalism and localism in the KikDuu Singing Contest. Nationalism is more apparent than localism. There appears to be combination of both in the two segments of the program. Thus, it could be said that there is a negotiation and adaptation between nationalism and localism in order to attract audiences. This attempt at making the program interesting is comparable to spicing up the content. There is no fixed formula for success. The combination of nationalism and localism vary in proportion but the combined result is an equal ratio that creates a perfect blend. The producers have created a space in the game show to allow the local community to have a space to express their identity. This results in the collaboration within the local community that leads to the success for both the program and the locals.

Local participation is included at three levels. The pre-production is the most distinctive stage because the program producers visit the local community. They contact the local administrative office and provinces all over the country in order to collect information and invite the people to participate in the program content. The people in the community are encouraged to select singers to represent their province. This makes the program different from other singing contests. In addition, during the filming, the program producers allow the fans to be part of the program. They are encouraged to cheer, talk, and dance to show their support for the contestant. Finally, in the post-production stage, the program would follow up with the province that has won the prize money to see the development in the local community, which is the program’s objective.

Localism awareness in the KikDuu Singing Contest revealed that audiences in the studio, who had direct participation with the program, exhibited strong sings of localism. They felt engaged with the contestants, who were from their hometown. The audiences at home, who had media mediated participation, expressed less localism. However, both groups accurately decoded the localism as intended by the source in the encoding process.

The research has proven that globalization and national does not absorb the local identity causing it to disappear. Rather, the local could negotiate and adapt to suit the changing social context. In addition, the local community nationwide could be empowered. The researcher views the local, global, and national as two sides of the same coin. They are entwined and cannot be separated, working together to achieve the same goal. Both parties empower and collaborate with each other. The KikDuu Singing Contest revived localism. Thus, the national has not caused the local to disappear. In fact, it has helped to shine the light on it making its identity even more distinctive. This phenomenon has no fixed formula for success. The use of capitalism and economics as the driver of local empowerment in all provinces throughout Thailand, is not always necessary because each local community may have their own strength that drives them forward.