This creative research examines how contemporary character design can reframe stigmatized representations of Isan identity in Thailand. Historically, Isan has been associated with reductive socio-cultural stereotypes, commonly summarized as ignorance, poverty, illness, and drought. Rather than reproducing these perceptions, this study approaches them as socially constructed images. It proposes the figure of the “ghost” not as a direct reproduction of folklore, but as a symbolic figure through which marginalization, memory, and identity can be critically reinterpreted. The study employs a qualitative, practice-based methodology integrating discourse analysis, ethnographic insights, and character design experimentation. Four ghost-inspired character prototypes were developed. Their external features reflect imposed social images, while their internal traits draw on lived cultural experiences from fieldwork in Isan communities. This tension between outward stereotype and inner complexity forms the core design strategy. Focus groups with Isan participants and general Thai audiences were conducted to evaluate interpretation. Findings suggest that character design can expose stereotypes and open space for alternative readings of regional identity. By repositioning ghost figures as forms of contemporary cultural representation, the study demonstrates how creative media can reinterpret marginalized identities and transform local culture into contemporary cultural capital.

Authors:
Prisana Kumpusiri, Srinakharinwirot University, Thailand
Thanyaphat Chuprasart, Srinakharinwirot University, Thailand
Chayanun Molchaisawat, Srinakharinwirot University, Thailand
Chanaradee Nakbanleng, Srinakharinwirot University, Thailand
Sireethorn Phisphant, Srinakharinwirot University, Thailand
Panwad Rattanakrajang, Srinakharinwirot University, Thailand

About the Presenter(s)
Dr.Prisana Kumpusiri, Lecturer, Department of Cinema and Digital Media, College of Social Communication Innovation, Srinakharinwirot University (2023 - Present)

See this presentation on the full schedule – Tuesday Schedule

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