MEDIA DEVELOPMENT FOR COMMUNICATING NORTHERN THAI FOOD IDENTITY AMONG GENERATION Z IN CHIANG RAI PROVINCE, THAILAND

Abstract

This study aimed to 1) examine the factors and approaches influencing media development for communicating the identity of Northern Thai food among Generation Z, and 2) develop media that effectively communicates such identity. A qualitative approach was employed through participatory action research, integrated into the teaching of Digital Media Strategy for Marketing Communication and Digital Printing Production courses for third-year Digital Multimedia students at Chiang Rai Rajabhat University. The findings revealed four key factors contributing to the identity of Northern Thai food: migration and settlement patterns, geographical conditions, climate, and religious beliefs. In terms of media development, after literature exploration and participation in training on the history of food, students identified three directions for presenting content to communicate food identity: 1) the historical background of Northern Thai cuisine, 2) cooking methods, and 3) nutritional values. Based on these insights, students created media products including short video clips, posters, and cartoon mascots. These outputs were used to present four selected dishes representing Northern Thai food identity: Sai Ua (Northern Thai sausage), Kaeng Khanun (jackfruit curry), Kaeng Hung Lay (pork curry), and Larb Mueang (Northern-style minced meat salad).