A Song of Won Luang Por Ruay, Wat Tako Sung by Monkaen Kaenkoon: The Reflection on the Context of Thai Society through Behavior of “Begging-dependent” in the Period of B.E. 2563

Abstract

The objective of this article is to study the phenomena of the song ‘Won Luang Por Ruay,’ of Wat Tako sung by Monkaen Kaenkoon. It is the reflection on the context of Thai society through behavior of ‘Begging-dependent’ in the period B.E. 2563. It is based on documentary study, interview, and participant observation in an actual field and then written in an essay. The study reveals that the phenomenon of Luang Por Ruay Pasadiko, a senior monk in Ayuthaya Province is occurred in the age of people whom want to rely on the expectation with the process of promoting, public relations, and the symbolic propagation of rich, including the publicity through songs and others until the amount of listening to Won Luang Por Ruay’s song, sung by Monkaen Kaenkoon became a public communication with a large audience of more than 200 million. Overall, it is a singer number 1 who got almost a billion views of visitors. This is confirmed that the popularity and requests through Won Luang Por Ruay’s song has become a phenomenon of ‘reliance, request, and pleading’ of the people in this time. The new body of knowledge is a reflection of how music and the dimension of marketing became a movement of faith communication and an important marketing influencing to the faith and belief in marketing as well.