Cultural Literacy and Digital Success: Traditional Knowledge Transform in Isan Folk Music

Abstract

This research examines the development and adaptation of Isan folk music in contemporary Thai society, focusing on its cultural literacy, preservation of traditional identity, and role in social development. Using qualitative research methods, including in-depth interviews with five key informants and document analysis, the study investigates three main aspects: the preservation of aesthetic identity, adaptation to contemporary culture, and contributions to social and educational development. The findings reveal that Isan folk music has successfully integrated traditional literacy elements with modern forms while maintaining its cultural essence. The integration of digital platforms has significantly expanded its reach, with notable examples such as achieving 802 million YouTube views and generating 6 billion baht in economic value through live performances. The research also highlights the evolution of knowledge transmission from traditional oral literacy methods to formal education systems and digital literacy platforms. Moreover, the study demonstrates how Isan folk music serves as a vital tool for cultural literacy formation, economic development, and cross-cultural communication. These findings suggest that the successful adaptation of Isan folk music provides a valuable model for preserving and developing cultural literacy heritage in the context of rapid social change, while maintaining a balance between commercial development and cultural literacy conservation.