THE PROCESS OF THE ACCUMULATION, TRANSFORMATION, AND EXTENSION OF CAPITAL FOR SOCIAL DEVELOPEMENT: CASE STUDY ARTIWARA KONGMALAI

Abstract

The objectives of this research are to study the process of the accumulation, transformation, and extension of capital of Thai Marathon Runner Celebrity. The article is qualitative research with purposive samples; Artiwara Kongmalai analyzed within the criteria of Thai Marathon Runner Celebrity. This research used both in-depth interviews and analyzing media documents; traditional media and new media, to collect the data. The period in this research is composed of Historical Background, Entry Entertainment Industry, and Entry Sport-Entertainment Industry. The outcome of the research reveals that Thai Marathon Runner Celebrity using the capital extended from the entertainment field to the sports field according to the popularities and the status conferral given by the press to create social development. To be accepted in the sports field, Thai Marathon Runner Celebrity has to create and accumulate body capital, has the motivation, has knowledge about marathon running, and be presented in mass media as the image of the sportsperson. Moreover, they should participate in marathon running events and be the presenter for sports products. They could use their capital to contribute to society such as the Kaokonlakao Project and the Kaokonlakao Foundation by Artiwara Kongmalai.