Reflection of Soft Power in the Beauty Pageant Business: A Use of Social and Business Perspectives on Soft Power Impact Analysis

Abstract

This article aims to analyze the relationship and influence of Soft Power on society and the economy in various forms through the study of beauty pageant businesses. The study employed several methods, including focus group interviews and individual interviews with relevant stakholders on June 10, 2022, at Suan Dusit University. It involved a total of 20 participants, comprising former Thai diplomats, culture experts, entertainment industry professionals, policymakers in the soft power sector, and academics. The study also utilized the document analysis method. The findings reveal that the beauty pageant business reflects a form of power that was previously overlooked, known as "Soft Power”. Through innovative forms of communication that seamlessly connect and influence target groups, Soft Power is used to persuade, entice, cultivate attitudes, establish new values, and transform individual and societal behaviors. Soft Power plays an increasingly significant role, evident through the associated business benefits in the beauty industry. The beauty pageant industry has shifted its focus from merely showcasing physical beauty to discovering intelligent and socially reformative women who seek self-development. Those who appreciate beauty pageants may not fully grasp the extent of the influence Soft Power holds over themselves and society at large. Furthermore, the economic implications of Soft Power are evident, as the beauty pageant business effectively utilizes Soft Power to create sustainable ventures and generate substantial economic value for the country.