Analysis of Factors in Animation Storytelling Design Based on Arts,Culture, and Beliefs of the Mekong River Basin Civilization in Thailand

This research examines the cultural elements of the Mekong River Basin civilization in Thailand to develop an animated film capable of effectively transmitting cultural values to the new generation, using qualitative research. The study identified five main cultural components: geographical areas (Nakhon Phanom, Nong Khai, and Udon Thani provinces), faith elements (Phra That Phanom and Phra Urangkhathat), beliefs (Phaya Naga, Phaya Khankhaak, Phaya Taen, and ghost beliefs), ethnographic studies of the Thai-Isan ethnic group, and traditions including the Bun Bang Fai festival. These elements were incorporated into the animated film "Kan Krao" based on the core concept "Success = Faith + Action." Five animation experts evaluated the quality and found that the animation has great potential as a tool for sharing Isan culture, especially intangible cultural elements like beliefs and local stories, with good artistic quality and creative skills. However, they identified important problems: the story structure lacks clarity, community aspects which are crucial to Isan culture are missing, and the main concept cannot be fully communicated. The research suggests improving the story structure to include more village participation, adding cooperation traditions like "Pouk Siaw (friendship bonding)" and "Long kaek keaw kao" ceremonies, reducing fighting scenes while showing more human actions, developing deeper character relationships, and integrating animation into educational systems appropriately. This research demonstrates both the possibilities and challenges of using animation as a tool for sharing cultural heritage, creating an important foundation for future cultural preservation animation development and contributing to Thailand's creative industry growth and cultural soft power.