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The Role of TikTok in Shaping Wan Music Trends in Thailand: A Digital Ethnography during the COVID-19 Pandemic |
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| รหัสดีโอไอ | |
| Creator | Thapthep Paprach |
| Title | The Role of TikTok in Shaping Wan Music Trends in Thailand: A Digital Ethnography during the COVID-19 Pandemic |
| Contributor | Benya Lertsuwan, Phatruthai Saardprai |
| Publisher | Graduate School of Business and Advanced Technology Management Assumption University Thailand |
| Publication Year | 2568 |
| Journal Title | ABAC ODI Journal Vision. Action. Outcome |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 340-353 |
| Keyword | TikTok, Wan Music in Thailand, User-Generated Content (UGC), Digital Ethnography, Thai music industry |
| URL Website | https://assumptionjournal.au.edu/index.php/odijournal/index |
| Website title | ABAC ODI Journal Vision. Action.Outcome |
| ISSN | 2408-2058 |
| Abstract | The advent of digital technology has changed music consumption patterns; driving trends. The emergence of platforms such as TikTok as major influencers in contemporary music composition trends. Due to the disturbing impact of the COVID-19 pandemic on traditional income streams within the music industry. Online platforms like TikTok have gained a new reputation in the music industry as a ways to promote and participate in music. This paper is an in-depth analysis examination of TikTok's role as a form of User Generated Content (UGC) and its consequent impact on the Thai music industry; with a specific focus on the genre known as "Wan music." Qualitative research methods; including participatory observation and data analysis; the The study sheds light on the ways in which TikTok users; predominantly females; interact with and propagate Wan songs; thus enhancing the vibrant community around this musical genre. Through an extensive literature review including original fieldwork; seminal works in the fields of digital ethnography; social media research; and music marketing. This paper empirical findings in a broader theoretical framework. By integrating existing scholarship studies shed light on topics such as digital ethnography; UGC; and music marketing on the nuanced dynamics at play within the intersection of TikTok; Thai music; and the COVID-19 pandemic. The findings underscore the transformative influence of TikTok as a catalyst for music discovery; dissemination; and audience engagement; particularly within the unique socio-cultural milieu of Thailand during a period of global upheaval. Ultimately; this paper contributes to a deeper understanding of the multifaceted role played by digital platforms in reshaping contemporary music ecosystems; offering insights that are pertinent not only to scholars and practitioners in the fields of media studies and musicology but also to stakeholders within the broader creative industries landscape. |
