The development of the identity of the Singha Khao for survival in the digital age

Abstract

          The objectives of this research are 1) to study the identity of White Lion (Singha Khao) and communication for creating White Lion identity and 2) to identity the developing identity of White Lion guidelines for adjustment in the digital age. This research is qualitative research methodologies which are the in-depth interview with 20 informants; ex-professors, professors, alumnus and students of Faculty of Political Science and Public Administration, Chiang Mai University and also the focus group with 5 key informants who are executive position; vice-dean, assistant to the dean, association president, the representation of foundation and student union president. The data analysis focus on the explanation-building: the first, second and third order interpretation of meaning and phenomena.

          The research found that symbolic identity of White Lion (Singha Khao) was Singha Khao mark. It was spiritual identity that was “Singha Phu-Thorn” (the alumnus who work and progress at most in the local area). The communication for creating White Lion identity had 2 ways; motto and activities. Moreover, the developing identity of White Lion for adjustment in the digital age was the identity strengthening by related people, the concept changing of creating identity from participation to cooperation, the meaning changing of “Singha Phu-Thorn” to be (the alumnus who work and progress in everywhere) and the White Lion role adjustment to be outstanding in the way of civil society. Furthermore, White Lion should have skill of thinking, compete against yourself, achieving goals and focusing on create the social necessity.