Cultural Commodification Of The Thai Wedding Ceremony
The cultural commodification of wedding ceremony has evolved being conducted solely by social relatives into
that which involves wedding service providers and couples. This transformation is caused by the changes in wedding
production industries and society, particularly by the change in the economic system from self-sufficiency to capitalism. The
year 1957 is a significant turning point of the evolution of the traditional society into a modern Thai society, especially in
Bangkok. This evolution has facilitated the expansion of business activities, including wedding ceremonies. Wedding–
related businesses had progressed because of technological development, which reduced the transaction cost through a onestop
service that offers convenience for couples. Currently, a wedding ceremony is performed not just for traditional purpose
but mainly to represent the economic and social status of couples and their families. Consumption of status symbols has
increased the price of a wedding ceremony far beyond necessity. Status symbols are showcased through pictures or videos
that can be uploaded to social networks to show conspicuous consumption. Social media is a major channel that enables
anyone to publish and widely access information and to present social status.
Keywords— Commodification, Wedding Business, Cultural Industry.