Impact of Social Media on Political and Religious Socialization among Songkran Festival Participants in Thailand: A Critical Review

Abstract

With the ever-growing technological advancement, social media is insinuating its presence in every aspect of our lives, and it has become fundamental towards leveraging people's perceptions and ideologies. This research investigates the impact of social media on political and religious socialization among participants of the Songkran Festival in Thailand. The researcher adopted a systematic literature review (SLR) methodology. The aim is to provide a comprehensive synthesis of existing research to understand the multifaceted role of social media in the socialization process. A meticulous search strategy was implemented across databases such as Scopus, Web of Science, PubMed, and Google Scholar, using a combination of keywords like festival-specific, social media-related, and socialization. The review focused on studies published in English between 2010 and 2023 and applied the research objectives with strict adherence to inclusion and exclusion criteria. Data analysis and results were inferred using a structured form to ensure consistency. The findings reveal that social media significantly enhances information accessibility, fosters community engagement, facilitates political advocacy, promotes religious teachings, and leverages influencers’ impact. However, challenges such as misinformation, superficial engagement, biased perspectives, and the digital divide were also identified. The study concludes that social media plays a transformative role in shaping political and religious socialization during the Songkran festival. Recommendations for policymakers, festival organizers, religious leaders, influencers, and the general public emphasize promoting digital literacy, ensuring content authenticity, and fostering inclusive engagement. There is scope for future research, as it could explore long-term impacts and cross-cultural comparisons to provide a thorough insight into social media's role in contemporary socialization.