“Mo Lam Online”: Communication Strategies of Folk Media amidst COVID-19 Pandemic: A Case Study of San Lao Bantheong Sin

Abstract

This research aimed to see which communication strategies San Lao Entertainment Arts uses to draw the viewer attention.

By using the content analysis from the media San Lao Entertainment Arts used to communicate.  Including in-depth interview from stakeholders.

The finding revealed that online communication strategies were employed to stimulate viewers’ interests and reactions that led to greater awareness, following and purchasing the tickets for San Lao Entertainment Arts performances, can be grouped as follows: 1. Communication by San Lao Entertainment Arts itself both central communication team and artists’ communication, 2. Communication by its fan club both public communication and private group, 3. Expansion of fan base by inviting guest artists to the performance and communicating with the new generation, and 4. Maximising the use of online trends in terms of performance and marketing communication.