The Role of Boat Race Commentators in Shaping Cultural Identity and Community Engagement: A Case Study of Traditional Long Boat Racing in Songkhla Province

Abstract

Traditional long boat racing is a cultural heritage that reflects the identity and way of life of local communities. Boat race commentators play a crucial role in transmitting cultural meanings and fostering community participation. This study aimed to (1) examine the roles of boat race commentators in conveying cultural identity, (2) analyze communication strategies used to enhance audience engagement and attract spectators, and (3) evaluate the impact of boat race commentary on audience engagement levels. This qualitative research employed in-depth interviews with 21 key informants, comprising six boat race commentators with at least three years of experience and 15 spectators who had attended at least two races. Data were collected from three racing venues in Songkhla Province, between October and December 2025. The findings revealed three key roles of boat race commentators: (1) cultural transmitters, (2) community connectors, and (3) entertainers. Communication strategies comprised four dimensions: (1) commentary, (2) language, (3) content, and (4) engagement. Boat race commentary had a positive impact on audience engagement throughout all phases, with all spectators confirming that without the commentary, the atmosphere would be quiet and uninteresting. The findings highlight the practical value of applying this body of knowledge to the preservation and continuation of traditional long boat racing, alongside the systematic enhancement of professional standards for emerging boat commentators. The insights into cultural communication derived from this study can be effectively utilized in curriculum design and the development of structured training programs, as well as in establishing professional guidelines and standards. Furthermore, these contributions can be integrated with the promotion of cultural tourism, thereby supporting the long-term sustainability of local traditions.