Changing Thai Culture and Identity in the Era of Globalization

Abstract

This article aims to analyze the transformation of Thai culture and identity within the context of globalization, through the application of conceptual frameworks, critical theories, and empirical case studies. It highlights how globalization—particularly via digital media and the entertainment industry—has facilitated the rapid influx of cultural capital, technology, and ideologies into Thai society. These influences have brought about both opportunities and challenges. On the one hand, globalization enables cross-cultural exchange, creative identity formation, and the emergence of expressive spaces for specific groups such as youth, ethnic minorities, and the LGBTQ+ community. On the other hand, it has led to the diminishing role of traditional Thai customs and the erosion of cultural roots through homogenization. Through the lens of fluid identity, cultural hybridity, and soft power, this study reveals that Thai identity in the modern era is not static, but rather a dynamic process involving negotiation, selection, and performance across diverse contexts. The paper argues that managing Thai culture under globalization requires a dynamic approach that values identity pluralism, fosters media literacy, and encourages culturally balanced policy development. It also recommends the promotion of inclusive cultural platforms that support participation and creative expression. These measures can ensure that Thai culture remains a living, adaptive, and sustainable force in an increasingly interconnected world.