Influences of Life Coaches in the Contemporary Thai Society

Abstract

This study focuses on the background and significance of the so called life coaches and their influences towards the contemporary Thai society. The study reveals that the so called life coaches began in the 1970s from the basis of concept of human potential. It has been later developed by two groups: 1) they are the professional life coaches certified by the professional standardization in order to improve an organization and its personnel, and 2) the speakers recognized by the public as the life coaches who inspired and guided the way of living to the people. The significances of life coaches may be seen as mentors or advisers for living and originators some living principles. The following three popular life coaches in the present Thai society are chosen: 1) Sean Buranahiran; 2) Captain Benz, Sithis Umthanom; and 3) Kru Oi Thitinath Na Patthalung. Their influences can be divided into two aspects, positive and negative. For the positive aspects, they can be advisors for life problems, presenters of ways leading to success, role models for social values, and arousers of the self-improvement. For the negative aspects, they mainly focus on the self-improvement and disregard the socio-political issues, they play a key role in influencing thinking and do a latent business, and the life coaching is dim and without standardization. The body of knowledge regarding the life coach is divided into three aspects: 1) guidance of goal of life; 2) creating hegemony as a path advisor; and 3) life coaching as a job that brings about wealth and fame.