Strategy for Disseminating Cultural Heritage by Soft Power: Music and Performance Arts of Keng Tachaya Prathumwan

Abstract

This research aims to study the construction of soft power through the dissemination of cultural heritage using creative music and performing arts, content creation across multiple platforms for utilizing storytelling across various media through creative music and performing arts and cross-media storytelling for employing cross-media storytelling and cross-boundary storytelling through creative music and performing arts of Keng Tachaya Prathumwan. The study used qualitative research methods by summarizing issues from research, academic articles and related information from artist’s platform. The research found that artist has created media content that possesses both horizontal and vertical characteristics with the content that can be disseminated across various media platforms, expanding its reach and engagement and vertical characteristics with the content that invites deeper exploration, allowing individuals to delve into the narrative and engage with it on a deeper level. The artist has meticulously crafted a cross-media strategy that seamlessly integrates various platforms, captivating the audience's attention and encouraging them to follow the narrative across different mediums