Globalization and Adaptation of Traditional Media: A Case Study of Lanna Folk Song “Sor” in Chiang Rai

Abstract

 An adaptation of Traditional media is the qualitative research, focusing on Lanna folk song in Chiang Rai, Thailand. This research mainly studied the adaptive characteristics of the folk song in Lanna areas since the past until now. It is essential to look back the existence, the continuity, and the adaptation of such song as the conceptual frameworks of orientation, production and reproduction in culture, a tree of value, and own cultural rights. The methodology used for data collection comprised in-depth interview, field observation, and focus group discussion. The results showed that the “Sor” ; Lanna folk song has adapted themself to the media globalization. Its adaptation can be divided into three eras; traditionally “Sor”; the“Sor” against mass media; and Applied “Sor”. These conformed to the six aspects, consisted of type and context, communication process, role and function, negotiation, social network, and administrative management. The adaptation was mainly found in a hybridization form and increased a new function, so that the “Sor” ; Lanna folk song has stayed longer until now. However, the change was previously caused by nature without clear direction together with limited individual level. In the future, a concerned person should empower the potential of “Sor” ; Lanna folk inheritance as the communication elements. The adaptation related-projects should be continuously set by plan for the purpose of sustainable Traditional media