Lisa’s Strategies for Popularity through Intercultural Communication and Digital Technology

Abstract

This survey research aims to the following objectives: the first objective is to explore the opinions of young people on why Lisa’s song “Lalisa” (Lisa is a famous Thai rapper and singer who is based in South Korea) is so successful and popular among people around the world. The second is to know the opinions about the advantages and disadvantages of Lisa’s video for the song “Lalisa.” The third objective is to learn about the strategies, techniques, and methods which have been used to popularize Lisa. The research found the information that Lisa's personality traits are attractive to her fans and they see her as a talented singer, beautiful dancer, and smart woman. Also, she and her promoters use intercultural communication as a strategy to gain popularity through the combination of artistic elements. The way she dressed in Thai jewelry in one scene of the “Lalisa” video and danced in a studio set that featured some landmarks in Thailand and attractions in Buriram Province, where she was born, made her become even more popular both in herself, her music, and her fashion. The fashion presented in her music video helped stimulate the worldwide economy because people want to buy and sell products that Lisa has worn and performed in her music video that was broadcast via online media in the digital era.