Singing Isan: Regional voices and the rural identity of the working class in Thai music

Isan, a cluster of northeastern provinces, is the least-developed region in Thailand. Isan and its people have long been stigmatised by the mainstream media, particularly in Bangkok, the capital city. This paper aims to explore the phenomenon of code-switching and the semiotic features of performative practice in Isan music, focusing on the case study of Joey Phuwasit (1995-), an Isan-born singer. Findings from his periphery’ narrative and performative practice show that Isan pop musician uses language choice and regional symbol to index a sense of rural belonging and nostalgia, which further reflect his disadvantage position in urban areas. This paper argues that the ‘Northeastern elements’ in Thai-language music produced in urban areas may be strategically utilised as an urban-rural nexus of constructing Isan ethno-regional identity, and to raise public awareness of social inequality. Isan workers face poverty trap and emotional struggling in capitalist urban areas, which also imply the fact of othering the racialised Isan labors across the nation. This study demonstrates how minority music production is shaped by various sociocultural factors and contribute to our understanding of the urban-rural tension in contemporary Thailand.