Communication and construction of the Local Agricultural Identity of Phetchabun Sweet Tamarind through Activity Media at the Phetchabun Sweet Tamarind Festival to Promote Economy and Tourism

Abstract

This research aims to study and analyze the communication and construction of the local agricultural identity of sweet tamarind through activity media at the Phetchabun Sweet Tamarind Festival 2024 using qualitative research method, with textual analysis of various activities at the Phetchabun Sweet Tamarind Festival, specifically, the part that presents content related to Phetchabun sweet tamarind in 3 activities: 1) Sweet Tamarind Product Contest Activity 2) Sweet Tamarind Parade Contest Activity and 3) Sweet Tamarind Market Activity.

The analysis was conducted through the components of activities in the Phetchabun Sweet Tamarind Festival, consisting of 8 components, which are 1) External characteristics of sweet tamarind, 2) Internal characteristics of sweet tamarind, 3) The concept of making sweet tamarind gardens, 4) Management of sweet tamarind gardens, 5) Decoration of sweet tamarind parade, 6) Performances accompanying the sweet tamarind parade, 7) Decoration of sweet tamarind shops, and 8) Communication of information by the shop owners/owners of sweet tamarind gardens.

The results of the study found that the activity media in the Phetchabun Sweet Tamarind Festival is an important tool in communicating and construct meaning as an agricultural plant, the local identity of Phetchabun sweet tamarind in 3 aspects, focusing on communicating and creating meaning in terms of natural geography, due to factors such as soil, climate, and abundant water, as well as good management of sweet tamarind gardens by farmers, resulting in good quality sweet tamarind products that are well-known for their sweet and fragrant taste, large pods, and a variety of species.

The next step is communicating and construct meaning in terms of knowledge and wisdom, reflecting the connection of knowledge, wisdom, experience, beliefs, traditions, lifestyles, and cultures by utilizing Phetchabun sweet tamarind. The communication of the compounds that construct meaning in technology and innovation is quite low, reflecting that the production process of sweet tamarind still does not rely much on technology and innovation.