From Stereotype to Cultural Representation: Reframing Isan Ghost Figures Through Contemporary Character Design

Author Information

Prisana Kumpusiri, Srinakharinwirot University, Thailand
Chanaradee Nakbanleng, Srinakharinwirot University, Thailand
Chayanun Molchaisawat, Srinakharinwirot University, Thailand
Panwad Rattanakrajang, Srinakharinwirot University, Thailand
Sireethorn Phisphant, Srinakharinwirot University, Thailand
Thanyaphat Chuprasart, Srinakharinwirot University, Thailand
Wethitha Boonyuen, Srinakharinwirot University, Thailand

Abstract

This creative research examines how contemporary character design can reframe stigmatised representations of Isan identity in Thailand. Historically, Isan — Thailand's northeastern region — has been associated with reductive socio-cultural stereotypes commonly summarised as ignorance, poverty, illness, and drought. Rather than reproducing these perceptions, this study approaches them as socially constructed images and proposes the figure of the “ghost” not as a reproduction of folklore but as a symbolic medium through which marginalisation, memory, and identity can be critically reinterpreted. The study originated from a real-world creative case — a film development project requiring four ghost characters rooted in Isan cultural identity — which provided the practical foundation for broader inquiry into how character design can function as a tool for cultural representation. A qualitative, practice-based methodology was employed, integrating discourse analysis, ethnographic fieldwork in Yasothon Province, and character design experimentation. Four ghost-inspired character prototypes were developed, each positioning external stereotypical markers in deliberate tension with internal traits drawn from lived community experience. In-depth interviews with 20 participants — ten with Isan backgrounds and ten from general audiences - were conducted to evaluate audience perception. Findings indicate that character design can expose and complicate stereotypes, opening space for alternative readings of regional identity. Participants with Isan backgrounds demonstrated deep cultural interpretation, while general audiences showed measurable perceptual shifts when engaging with the characters' interiority. By repositioning ghost figures as forms of contemporary cultural representation, the study demonstrates how creative media can transform marginalised identities into cultural capital with broader social and commercial resonance.

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