What is it about?
The article is an open-access empirical research article by Shizhou Yang and Manichar Aimdilokwong that investigates the practice of translanguaging—the flexible mixing of multiple languages, dialects, and registers—in Thai popular music. Specifically, the study examines the language attitudes and perceptions of 15 singers and 617 fans of CGM48, a Chiang Mai-based Japanese-franchised idol group in Thailand. The paper focuses on how these producers and consumers receive and evaluate songs that weave together Standard Thai, English, Japanese, and regional Thai varieties, particularly the Northern Thai dialect. Through survey data combining descriptive statistics and qualitative open-ended responses, the authors explore how translanguaging functions as both an artistic strategy for international reach and a cultural mechanism for local identity construction.
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Why is it important?
Bridge Between Production and Reception: While scholarly attention to translanguaging in pop music has grown, most previous studies focus exclusively on song lyrics. This research addresses a significant gap by examining how translanguaging is actively produced by artists and socially received by fans. Elevation of Marginalized Regional Dialects: It highlights how non-prestige regional varieties (like Northern Thai), which are often marginalized relative to Standard Central Thai, are re-valued and preserved through pop culture. Empirical Evidence on Transnational Identity: The paper shows how modern pop artists use multilingual repertoires strategically—employing English to access a global market while incorporating local dialects to establish a distinct regional identity and maintain cultural authenticity. Decolonizing and Translocal Lens: It demonstrates that pop culture acts as a fertile, flexible space where young artists and listeners challenge rigid monolingual norms and language hierarchies, fostering a decolonizing orientation toward linguistic diversity.
Perspectives
Artists' Perspective (Producers):Challenging yet Rewarding: 73.4% of the singers felt "excited" or "challenged" by singing in multiple languages. Although 80% reported pronunciation as their primary difficulty, 86.7% believed multilingual songs were more appealing than monolingual ones. Strategic Identity Balancing: Singers viewed English and Japanese as tools for international reach and modern style, while Northern Thai served as an essential symbolic marker of their Chiang Mai identity. Disusing the local dialect was perceived as "losing the identity" of the group. Fans' Perspective (Consumers):Overwhelming Positivity: 92.7% of fans expressed positive views toward multilingual songs, valuing their unique sound, stylistic play, and cultural richness. Tolerance for Comprehension Friction: Although 57.9% encountered difficulties fully understanding lyrics in unfamiliar languages or dialects, 88.3% still enjoyed the songs, prioritizing overall vibe, rhythm, and style. Demand for Local Representation: An overwhelming 93.3% of fans wanted to see more multilingual Thai pop songs, with many explicitly requesting greater inclusion of regional dialects to promote cultural preservation and document heritage
Applied Language Sciences ALS
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This page is a summary of: An Analysis of Singers' and Fans' Attitudes Toward Translanguaging in Pop Songs, Applied Language Sciences, August 2026, Global Digital Applied Linguistics Association,
DOI: 10.65553/als.260111.
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