Application of Digital Literacy for New Normal Morlum Performance Development to Promote Creative Economy and E-san Cultural Wisdom Heritage.

Abstract

The research on application of digital literacy for New Normal Morlum performance development to promote creative economy and E-san cultural wisdom heritage. is a qualitative research collecting data from documents and the field study regarding the components of Morlam performances and the application of digital literacy for normal of Morlam performance development to obtain guidelines for developing Morlam performances to promote creative economy and continue the E-san cultural wisdom heritage. The Data was collected through survey, observation, and interview with groups of experts, practitioners, and general informants. The results of the research found that:

1. The components of the performance of Morlam Cing Praew Prao Saeng Thong Morlam and Morlam Moo Jai Keun Roi groups include the actors, musicians, dancers, costumes, stage, lighting, sound, performance design, digital technology, and management. Both groups had similar and different components according to the format of the Morlam performance.


2. There is the application of digital streaming technology to allow viewers to watch performances online, as well as the application of social media and digital technology to develop performance formats and marketing, such as Facebook, YouTube, Twitter, Instagram, Line, TikTok, etc. In addition, The Concert Application technology is used for selling tickets, reserving tickets, reserving seats, checking information, and public relations. This is the application of digital literacy to develop a new normal Morlam performances effectively.


3. There are guidelines for developing the form of Morlam performances by implementing the development of the entertainment industry in South Korea as the model. Additionally, there is the development of digital literacy and various communication channels applied in order to reach listeners quickly and modernly aligned with pushing Morlam foward as important Soft Power of the country to promote the creative economy and preserve E-san cultural wisdom heritage.