THE USE OF ISAN DIALECT AND THE TRANSMISSION OF ISAN IDENTITY IN THE SONGS OF KONG HUAYRAI

Abstract

This qualitative research aims to: 1) study the use of the Isan dialect, and 2) analyze the transmission of local identity in 24 popular songs by Kong Huayrai (2015–2026). Content analysis was conducted using linguistic strategy and identity theory frameworks. The findings are as follows. 1.Linguistic Strategies. Three primary strategies were identified: local Isan vocabulary (20 songs), mixing Central Thai (12 songs), and various figures of speech primarily similes. Notably, no idioms were found, emphasizing the artist's preference for simple and direct communication. 2. Isan Identity Transmission. Identity is reflected in four dimensions: beliefs and values (13 songs; 10 for beliefs and 3 for values) highlighting karma and gratitude, rural lifestyle (7 songs), local wisdom (5 songs), and community relationships (5songs) respectively. In conclusion, Kong Huayrai effectively employs the Isan dialect to maintain and reproduce local identity. His music serves as a cultural space that integrates traditional values into a contemporary Thai context.