THE PROCESS AND STRATEGIES IN СREATING “PATRIOTIC SONGS”: THE CASE STUDY OF “RETURN HAPPINESS TO THAILAND” SONG SERIES OF THE NATIONAL COUNCIL FOR PEACE AND ORDER (NCPO) Jutiporn Ounjai A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation) The Graduate School of Communication Arts and Management Innovation National Institute of Development Administration 2018 ABSTRACT Title of Dissertation The Process and Strategies in Сreating “Patriotic Songs”: The Case Study of “Return Happiness to Thailand” Song Series of The National Council for Peace and Order (NCPO) Author Miss Jutiporn Ounjai Degree Doctor of Philosophy (Communication Arts and Innovation) Year 2018 This research was aimed to study (1). the development and adjustment of the attributes of the NCPO‟s patriotic song series, “Return Happiness to Thailand,” of the National Council for Peace and Order (NCPO), (2) the process and strategies in creating patriotic song series, “Return Happiness to Thailand,” of the NCPO, and (3) the tactics and efficiency of the NCPO‟s song series, “Return Happiness to Thailand,” in transmission and persuasion. The samples were nine patriotic songs composed in 2014-2017, during the NCPO‟s coup d‟etat in Thailand: Return Happiness to Thailand, Because You Are Thailand, Hope and Faith, A Bridge, Tomorrow, A Crossover in Pursuit of Dream, Return Smiles to Thai People, 12 Values, and Good Men Never Die. The research methodology was mixed methods of both qualitative and quantitative research. Data collection was conducted by documentary research, In-depth interviews with concerned people, and textual analysis of the songs and the accomplishment of the songs on listeners on YouTube. The findings on the development and adjustment of the attributes of the NCPO‟s patriotic songs: The factors affecting the adjustment of the NCPO‟s patriotic songs from the traditional March-rhythm to the Pop genre were the influence of western music developed in modern time and present listeners‟ preference of Pop music. Besides, song producers from private sectors played a role in using Pop iv melody for music arrangement of the patriotic songs and in making it popular in the late period up to the period of the NCPO. The Findings on the process and strategies in creating the NCPO‟s patriotic songs: The patriotic songs were created for communicating to people to develop righteousness for the NCPO‟s coup on May 22, 2014. The support of individuals and organizations from private sectors enabled the patriotic songs in Pop style to respond to the taste of listeners in the modern time and accept the NCPO‟s ideologies. The major strategy facilitating accessibility to listeners, besides communication through Pop music, was the use of collaborative networks with the private sectors in the song production, the adoption of private-sector popular songs to expand the NCPO‟s ideologies, and the broader dissemination of the songs to the listeners. The Findings on the tactics and efficiency of the NCPO‟s patriotic songs: The NCPO transmitted the patriotic songs with Pop-music and harmony arrangement to please listeners who preferred short, brief, repeated, and memorable lyrics. Besides, the NCPO persuaded the listeners through the lyrics composed by General Prayut Chan-o-cha, the leader of the NCPO to increase their credibility from the narration of their ideologies and persuasive appeals. According to the Speech Act concept, the speech strategies used in the songs were “representatives,” “request,” and “commissives” while Maslow‟s hierarchical needs were used to satisfy the listeners‟ needs, i.e., safety, belonging and love, and self-actualization in parallel. Besides, emotional appeals used in persuading listeners were “acceptance” (the NCPO‟s ideologies), “love” (for the nation), and “satisfaction” (with the Pop melody). From analyzing the efficiency of the song “Return Happiness to Thailand” on the listeners who exposed to three YouTube websites, it was found that the songs might not be able to change listeners‟ attitude towards the military but the use of Pop genre tended to help listeners to comply with listening to the NCPO‟s songs and to emphasize the NCPO‟s ideologies. Especially, to have popular artists, singers, or actors from the private sectors sing the NCPO‟s songs made listeners feel more satisfied with the songs than the army‟s singers. ACKNOWLEDGEMENTS This dissertation could not have been accomplished without the support and kindness of several instructors who passed on their valuable knowledge and advice for this study. All of the theoretical concepts learned from them will be used as a wisdom compass for my future intellectual career. Still, there are a number of persons to whom I would like to express my high appreciation for their information useful for this study and for making this research become true. I would like to express immense gratitude for Associate Professor Jitraporn Sudhivoraseth, Ph.D., my major advisor, and Associate Professor Kanjana Kaewthep, Ph.D., my co-advisor, for their kind support, advice, and refinement for my work devotedly including a great encouragement all through my working process. High appreciation is also given to Professor Yubol Benjarongkij, Ph.D., the chairperson of my dissertation committee, and to Assistant Professor Amornrat Charoenchotithum, Ph.D., an honorable committee, for their encouragement and useful advice for improving this dissertation to be more complete. I also would like to express my sincere thanks to the Royal Thai Army and the Royal Thai Army Band Department for providing an opportunity for me to collect the information, and for recommending concerned key informants from various offices for an interview in which I had a very nice experience and a good impression from an interaction with them. Finally, I would like to express my utmost gratitude for my parents who give love, warmth, and support for my education all through my life. Thank you very much to all Ounjai-family members who always stand by me and encourage me to overcome all obstacles until my graduation at the doctoral degree. Jutiporn Ounjai October 2018 TABLE OF CONTENTS Page ABSTRACT iii ACKNOWLEDGEMENTS v TABLE OF CONTENTS vi LIST OF TABLES ix LIST OF FIGURES xi CHAPTER 1 INTRODUCTION 1 1.1 Background and Rationale 1 1.2 Research Questions 20 1.3 Objectives 20 1.4 Conceptual Framework 21 1.5 Operational Definitions 22 1.6 The Expected Benefits 23 CHAPTER 2 CONCEPTS, THEORIES, AND RELATED STUDIES 25 2.1 Part 1: The History of Patriotic Songs and Political 26 Background of the National Council for Peace and Order (NCPO) 2.2 Part 2: The Process and Strategies in Creating Songs of the 27 NCPO 2.3 Part 3: Tactics in Transmission and Persuasion Used in the 39 NCPO‟s Patriotic Songs 2.4 Related Studies 52 CHAPTER 3 RESEARCH METHODOLOGY 58 3.1 Documentary Research 58 3.2 In-depth Interview 59 3.3 Message (Songs) 60 3.4 Listeners 61 vii CHAPTER 4 THE DEVELOPMENT AND ADJUSTMENT OF THE 66 COMPOSITION OF PATRIOTIC SONGS FROM THE PAST TO THE PERIOD OF THE NCPO 4.1 Period 1: The Beginning of Thai Patriotic Songs 67 (1910-1925) 4.2 Period 2: Patriotic Songs during the Governance Change to 72 Democracy (1925-1957) 4.3 Period 3: Patriotic Songs for Communicating an Ideology 78 of Democracy and Socialism (1957-1976) 4.4 Period 4: Patriotic Songs Transmitted through Various 83 Genres for Reflecting Social and Economic Problems in Thailand (1977-1995) 4.5 Period 5: Patriotic Songs for Cooperating in Supporting 91 Thai Society (1996-2011) 4.6 Period 6: The NCPO‟s Pop Songs via the Theme of “Return 96 Happiness to Thailand (2014-2017) CHAPTER 5 THE FINDINGS ON THE PROCESS AND STRATEGIES 109 IN CREATING “PATRIOTIC SONGS” OF THE NATIONAL COUNCIL FOR PEACE AND ORDER (NCPO) 5.1 Background of the Creation of Patriotic Songs of the 109 NCPO 5.2 People Involved in the Process of Creating Patriotic 114 Songs of the NCPO 5.3 The Process of Creating Patriotic Songs of the NCPO 129 5.4 Factors Affecting the Creation Process 139 5.5 Strategies in Creating the Patriotic Songs of the NCPO 160 5.6 The Summary of the Process and Strategies in Creating 165 Patriotic Songs of the NCPO CHAPTER 6 TACTICS OF TRANSMISSION AND PERSUASION 169 USED IN THE THEME SONG, “RETURN HAPPINESS TO THAILAND” OF THE NCPO 6.1 Textual Analysis of Patriotic Songs of the NCPO 170 viii 6.2 Textual Analysis of the Songs of Private Sector Used 256 by the NCPO to Magnify an Outcome CHAPTER 7 THE EFFICIENCY OF THE NCPO’S PATRIOTIC 275 SONGS ON THE LISTENERS 7.1 Sampling Method and Procedure 275 7.2 The Efficiency of the NCPO‟s Songs on the Listeners‟ 277 Perception, Attitude, and Satisfaction 7.3 The Summary of the Efficiency of the Song “Return 367 Happiness to Thailand” on the Listeners on Three Websites CHAPTER 8 SUMMARY, DISCUSSION, AND RECOMMENDATIONS 370 8.1 Summary of the Findings 370 8.2 Discussion 400 8.3 Recommendations 419 BIBLIOGRAPHY 420 BIOGRAPHY 426 LIST OF TABLES Tables Page 1.1 A Summary of the Characteristics of Patriotic Songs in the Past 12 4.1 Illustrates a Comparison between “Love You Thailand” and 89 “Because You are Thailand” 4.2 Illustrates Patriotic Songs from the Past to the NCPO Period 101 4.3 Illustrates Communication Channels of Patriotic Songs in 105 Each Period 5.1 Summarizes Factors Affecting the Creation of the NCPO‟s Songs 155 6.1 Indicates a Summary of Musical Art of all Four Songs of the 237 NCPO 6.2 The Analysis of Emotion found in the Songs of the NCPO from 249 Theory of Emotion and