Is popular all over the world for the word Soft Power translated into Thai language as “weak power” But the power of this word implies the ability to attract and engage without coercion or money. which is used in the case of creating change influencing the ideas of society and people by relying on three basic resources: culture, politics and foreign policy.
If in the past We might call it Propaganda as a way to change your mind gradually. infiltrate and reduce violence in society because building beliefs together through various channels But it is a method that requires careful planning and a high budget.
Therefore, in foreign countries, they create their own kind of soft power. But it goes on the same principle: incorporating soft powers into entertainment such as songs, movies, cartoons, food, attractions, philosophy, lifestyle. Because these things can reach people well and can be transmitted to a wider audience easily.
If in the Korean entertainment industry We will see the wake of the popular series, food and boy bands, girl groups that have created their name, power and influence around the world. to the Korean film industry itself has access to the Hollywood stage. because of the narrative of class and inequality in society which spreads the curiosity of people around the world until it is famous all over the world
in Thailand itself We try to tell ourselves that Thailand is notable for food such as Tom Yum Goong, massage therapy, vehicles like Tuk Tuk. Sports like Muay Thai and the dream city of people around the world
But what must be accepted is Thailand also has a dark side that is a soft power that many foreigners “know well”, whether it is gambling, drugs, intoxicating drinks. nightlife service sales These things may be seen by the old people as contrary to the ancient and beautiful culture of Thai people.
While people around the world don’t feel that it’s a bad thing, it’s normal in the world. Only we know how to accept and plan these things to become opportunities and open up the attitudes of certain people. That could mean a huge amount of income coming into the country and not having to rely on traditional culture. alone
If you look at the corner of the music Many Thai artists in Thailand have the same talent as the world class and have received support from the agency until they have performed on a world-class stage, such as Violet, The TOYS or Milli.
The film industry itself There are also many talented film directors who have been accepted abroad, such as Jay Apichatapong or Thai animation industry. Thai gaming industry such as Home Sweet home, as well as Thai e-sports athletes which soft powers need to adapt to keep up with the world and era Because the old people themselves may not be in love with new things. that change quickly
However, besides the soft power coming from “person” Together, in the future, these can also be made possible by the power of technology like MAR Tech. Whether applications, platforms, software, AI or AR/VR are among the tools to create music, art, travel. Games or sports, it depends on how much the government will accept and adapt to these things.
Source: Wikipedia , Brandthink , MangoZero, NIA,
