Founded in 1979, the Thai popular monthly magazine Sinlapa watthanatham aimed to make history, art and culture into areas of contestation against long-established official interpretations, and thus encourage a broad-based readership to reassess their assumptions about Thai-ness. However, the question of magazine sales, the context of the economic boom, and the crisis that erupted in 1997 led the magazine to succumb to consumerism, as well as a conservative ideology.