The Development of Digital Communication Model: A Case Study Based on Molam

Abstract

In the digital age, the preservation and transmission of intangible cultural heritage require innovative strategies that align with evolving media environments. This study focuses on Molam, a traditional performance art of the Zhuang and Thai-Isan ethnic groups, known for its deep cultural significance in northeastern Thailand and southern China. The objective is to develop and analyze an effective digital communication model based on the Molam cultural expression of the Zhuang and Thai-Isan ethnic groups. Field research was conducted in Mahasarakham and Roi-Et provinces in Thailand and Nanning and Jingxi in China—regions where Molam traditions remain vibrant. Using a mixed-methods approach, the study collected data through structured surveys, in-depth interviews with performers and cultural stakeholders, and digital media observation across platforms such as TikTok, YouTube, and Facebook. Data analysis integrated both quantitative survey results and qualitative insights to inform the development of a conceptual framework. The findings reveal that Molam enjoys strong emotional and cultural resonance among local communities and that younger audiences increasingly engage with it through interactive digital formats. Based on these results, a digital communication model was proposed, incorporating feedback loops, content categorization (PGC, UGC, AIGC), and audience analytics to support sustainable cultural transmission. The study suggests that integrating cultural authenticity with digital adaptability is key to preserving folk traditions like Molam. The model presented can serve as a scalable framework for similar intangible cultural heritage across ethnic communities.