Abstract:
This research aims to study various aspects of change in Pha-Ya, the north eastern Thailand proverbs, and to analyse its utilisation for social organisation in this regions socio-cultural context. In the study, the quantitative approach is a core methodology. In-depth interview of 45 key informants is conducted, together with non-participant observation and documentary reviews are either. In the overall picture, the Pha-Ya utilization in this context has changed along a social transformation. There are new channals for dissemination, content modification fitting the current context and the change of beneficiaries. This also gives rise to function shifting from the past. The empirical function of Pha-Ya, in addition, is socialisation by a variety of social institutions to organise societys members. The socialising process through Pha-Ya considers both direct and indirect approach regarding satire, education and social norm. The contents have covered over individual, family, and society level. Accordingly, Pha-ya composition has been significant and always involved in one social structure in each period. Once the social structure transforms, the utilisation, contents, and presentation of Pha-Ya will be shifted to meet an appropriation. This results in an existence of Pha-Ya as a social instrument. Pha-Ya, these days, is consistently utilising, and can be claimed that it has a dynamic feature.