Advances in Consumer Research
Issue 4 : 3197-3206
Original Article
Visual Culture and Child Development in Laos: Representations of National Identity in Children’s Books after the 1975 Regime Change (1975–2022)
 ,
 ,
1
Faculty of Fine and Applied Arts, Khon Kaen University
Abstract

This study examines the role of children’s book illustrations in shaping early childhood development and national identity in Laos following the 1975 regime change, spanning the years 1975 to 2022. The research focuses on how visual narratives in Lao school textbooks and extracurricular reading materials contribute to the social, emotional, and cultural education of young children during critical developmental years.

The objective is to examine both individual and collective identities as depicted in illustrations from Lao school textbooks and extracurricular reading materials, created by six Lao illustrators: Kongphat Louanglat, Sisavath Bounmany, Vongsavanh Damlongsouk, Chongkham Phonkeo, Nivong Sangsakun, and Ounla Santi. This qualitative research employs various data collection tools, including structured and unstructured interviews, surveys, and visual analysis of illustrations from children's textbooks and extracurricular books. The data is analyzed in accordance with the research objectives, drawing on concepts of identity, structural functionalism, cultural theory, developmental psychology, and personality theory. The findings are presented through descriptive analysis. Data collection was conducted from June 2022 to June 2023.

The research found that the individual identities of Lao illustrators are expressed through their distinct visual styles and technical approaches. Kongphat Louanglat’s illustrations align with five curricular domains, using a reductive style with realism levels 3 and 4. His techniques include black-and-white line drawing, a combination of ink and watercolor, and pure watercolor, with realistic forms, actual contour lines, expressive proportions, cool tones, and contrasted light and shadow; spatial depth is created through composition and perspective. Sisavath Bounmany employs a similar reductive style and realism level 4 using line-based techniques without color, emphasizing expressive proportions, line weight, and spatial construction through perspective. Vongsavanh Damlongsouk integrates computer graphics and ink lines, with realistic shapes, actual lines, cool tones, and expressive proportions, achieving tonal contrast and spatial depth through composition and perspective. Chongkham Phonkeo uses digital techniques within a realism level 4 framework, applying cool color palettes, expressive proportions, and compositional balance to create visual weight and spatial perception. Nivong Sangsakun employs a mixed technique of computer graphics and ink lines, with cool tones and similar compositional principles to convey depth and identity. Ounla Santi, also using computer graphics and ink lines, incorporates both warm and cool tones in contrast, applying expressive proportions and strong compositional structures to convey depth and visual impact. Collectively, the illustrators share a focus on representing curricular themes through a realist-reductive style, the use of actual contour lines, expressive proportional systems, predominantly cool color palettes, and the construction of tonal weight and spatial depth through careful compositional arrangement and linear perspective techniques

Keywords
Recommended Articles
Research Article
Modified Nelder-Mead Method in Microarray Data using Bi-Clustering
...
Published: 25/09/2025
Research Article
Evaluating Customer Satisfaction and Brand Perception of TRIBES India: An Empirical Study
Published: 25/09/2025
Original Article
The Role of Perceived risk, Trust, eWOM and other selected factors on Purchase intention and User satisfaction and its relationship to User loyalty in the context of Online shopping in India
...
Original Article
Workplace Ostracism and Individual Performance: Mediating Effect of Organizational Support and Moderating Influence of Personality in India’s IT Sector
Loading Image...
Volume 2, Issue 4
Citations
82 Views
42 Downloads
Share this article
© Copyright Advances in Consumer Research