Reconstructing Thai Aesthetic on Short-Video Platforms: A Communication Art Perspective

This academic article examines how Thai aesthetic sensibilities are reconfigured within short-video platforms under contemporary conditions of platformization and algorithmic circulation. Rather than treating short-video media as neutral channels for cultural dissemination, the article conceptualizes platforms as aesthetic infrastructures that actively reshape modes of visual expression, narrative rhythm, and affective engagement. Drawing on communication art theory (Dewey, 1934/2005; Silverstone, 1999), cultural reproduction (Williams, 1981), and platform aesthetics (Manovich, 2013; Couldry & Hepp, 2017), the article develops a theoretical argument illustrated through brief analytical examples from Thai short-video practices. It argues that Thai aesthetic is not diminished in short-video environments but reconstructed through processes of visual condensation, stylistic repetition, and affective anchoring. By reframing short-video platforms as sites of aesthetic negotiation, this article contributes to communication art scholarship and advances theoretical understanding of digital cultural aesthetics beyond representational or empirical paradigms.