Mythologies in a music video, "Kwan Eoi Kwan Ma", from Eve Parnchareoun (PALMY)

Abstract

This journal is a qualitative analysis in which its primary goal is to gain a better understanding of the mythology and storytelling approaches from the music video “Kwan Eoi Kwan Ma” from Eve Parnchareoun (PALMY). This study utilizes the theory named Mythologies from Roland Barth, developed in accordance with the theory of semiology by Ferdinand De Saussure, and applies the theory of storytelling from Ubonwan Praimsrirat to examine this music video. According to the results, the way in which the video is narrated and constructed is found to be following two principles from Mythologies which are the mythology of unrequited love and a ritual activity, inherited from Esaan culture, that attempts to regain one’s spirit, “่นขญ” (“Bring back one’s spirit”).

The first mythology pertaining to an unrequited love implies about age and maturity. Even though one has grown or has a professional career, that person may still be subjected to duress or experience a tremendous amount of emotional pain that can result in their mental weakness. This idea also insinuates that the uncertainty is inevitable and consequently serve as negative mythology.

The second mythology relates to the renown ritual activity for Esaan people that wants to regain one’s spirit. This mythology indicates that the local life of Esaan people relies on long-held beliefs and superstition, which is considered to be positive mythology. To define these two mythologies, this study uses eight key ideas of the storytelling theory: structures, core meaning, conflicts, characters, scenes, dialogues, perspectives, and additional symbolisms. Hence, these mythologies operate as a disguise that is portrayed in the music video effortlessly that targeted audiences can retrieve its hidden information unconsciously. Therefore, a music video is utilized as a mean to carry out a message and tell stories to public audiences.