Promoting Thai Dance in the Digital Age

Abstract

Thai dance is a form of cultural heritage that embodies the identity and way of life of the Thai people. In the digital era, technology has played a pivotal role in preserving and globally disseminating this cultural tradition. The present study aims to investigate strategies for employing online media in promoting Thai dance, drawing upon a qualitative research design encompassing document analysis and in-depth interviews. The findings reveal that online platforms such as Facebook, Instagram, YouTube, and TikTok are instrumental in expanding outreach and fostering engagement between content creators and audiences. Storytelling through images, audio, video, and multimedia effectively enhances both the appeal and depth of the content. Furthermore, digital technologies promote creative approaches—for instance, by integrating AR/VR into live performances. Nonetheless, the consumption of digital content may pose risks to the cultural value of Thai dance. Consequently, the use of digital technology should emphasize a balance between conservation and development, ensuring that the distinct identity of Thai dance endures and flourishes sustainably in the digital era.