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Enhancing luck in the digital age with Thai auspicious smartphone wallpapers

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  • Merisa Skulsuthavong

    (Xi’an Jiaotong-Liverpool University)

Abstract

This paper investigates the emerging phenomenon of auspicious smartphone wallpapers in Thailand, situating it within digital religion and religious commodification frameworks. The study explores how vendors on Instagram represent these wallpapers as auspicious items or digital amulets imbued with spiritual significance. Through a thematic analysis of 1392 Instagram posts from four vendor accounts, the study identifies five themes of posts: wallpaper features, horoscope readings, customer reviews, prayer guides, and auspicious lifestyle advice that vendors use to market their products. The findings reveal that these digital amulets are not merely decorative but are perceived as powerful tools for attracting wealth, success, and personal fulfilment. This study highlights the role of social media in transforming and commodifying religious practices, offering new insights into the interplay between digital media, spirituality, and commerce in contemporary Thai society. The paper contributes to the broader discourse on digital religion by examining how modern spiritual practices shape and are shaped by digital media.

Suggested Citation

  • Merisa Skulsuthavong, 2025. "Enhancing luck in the digital age with Thai auspicious smartphone wallpapers," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-16, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-04499-3
    DOI: 10.1057/s41599-025-04499-3
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