Thai Identity Communication Through Thai Classical Dance by Thai Private Sector in Austria

Abstract

This study examines how Thai identity is communicated through Thai classical dance performances organized by the Thai private sector in Austria. Drawing on key theoretical frameworks Soft Power Intercultural Communication Theorythe research explores (1) forms and methods of cultural communication, (2) adaptations of performance for Austrian audiences, and (3) the impact of these performances on cross-cultural perception. A qualitative research design was employed, utilizing documentary research, in-depth interviews, and participant observation.

The findings reveal that private-sector cultural organizers act as cultural mediators who selectively modify performance elements such as movement sequences, musical arrangement, symbolic explanation, and German-language narration to enhance understanding among European audiences. These practices reflect intercultural communication processes that reduce uncertainty and support symbolic interpretation The results further indicate that Thai classical dance contributes positively to Thailand’s Soft Power by fostering cultural curiosity, strengthening the national image, and enhancing Thai Austrian cultural relations, in line with previous studies on cultural diplomacy 

Overall, the study highlights the cultural influence generated by privately organized Thai performances abroad and suggests that expanded institutional support could further strengthen Thailand’s international cultural presence.