THE COMMODIFICATION OF BELIEFS INTO DIGITAL CULTURAL PRODUCTS: A CASE STUDY OF CULTURAL VALUE CREATION OF SPIRITUAL CONTENT ON YOUTUBE

Abstract

This study aims to examine the commodification of spiritual beliefs (ghost narratives) is transformed into digital cultural products, focusing on the creation of cultural value of spiritual content on the YouTube platform within the context of digital society. A qualitative case study approach was employed by selecting YouTube channels specializing in ghost storytelling, each with more than 100,000 subscribers. Data were collected through in-depth interviews with 15 informants, including content producers and channel followers, selected using purposive sampling. This was complemented by content observation and analysis of data from digital platforms. Data were analyzed using interpretive content analysis under the framework of cultural commodification. The findings reveal that the digital social context facilitates the widespread production and dissemination of spiritual beliefs, particularly supernatural and ghost narratives, in the form of digital content. Such content is restructured in accordance with platform logics, including storytelling formats, visual and audio elements, pacing, and atmosphere, to enhance audience engagement and sustain viewership. This process can be explained through commodification, standardization, mass production, and reproduction, resulting in the transformation of spiritual content into digital cultural commodities that generate both economic and symbolic value in contemporary media environments. Furthermore, the creation of cultural value through spiritual content extends beyond economic dimensions. It reflects processes of reinforcement, reproduction, and preservation of deeply rooted beliefs in Thai society, enabling these beliefs to persist and adapt in the digital age. However, at the same time, some aspects of their original meanings may be diminished under market mechanisms and contemporary media consumption