Chiang Mai University Journal of Humanities

Editorial Article 25(2)

2024-08-27

Manuscript Guidelines Vol.25(2)

2024-08-27

Linguistic Strategies of Persuasive Speech Acts on Campaign Posters for 2023 in Tak Province

พงศธร สุรินทร์ — 2024-08-27

The general election of members of the House of Representatives in 2023 is extremely important for Thailand during this period. It was seen that the politicians and the political parties used persuasive speech through various language strategies as a tool for persuading people.
The research aims to analyze the linguistic strategies of persuasion speech acts. The data was collected from campaign posters that appeared in Tak Province District 1 during the election campaign period, which took place from April to May 2023. A total of 78 campaign posters were analyzed from these campaign posters. The qualitative research was studied by using the linguistic strategies of John R. Searle's speech act theory (1969, 1979). To analyze the campaign posters, the researcher used the linguistic strategies of persuasion speech acts framework. The findings of the study found that the politicians and political parties used 6 linguistic strategies in persuasion speech acts on campaign posters: 1) Lexical or word choices, 2) identifying beneficiaries, 3) referring to important information, 4) increasing communication channels, 5) giving reasons, and 6) stating objectives. These linguistic strategies were found to contribute to building credibility and confidence among politicians and political parties. Additionally, they were effective in persuading people to support the information presented by politicians and political parties, influencing their choice of support.

Adjustment of Hotel Business Certified by SHA Extra Plus in Mueang Chiang Mai District, Chiang Mai Province, Under the Pandemic of Corona Virus Disease 2019 (COVID-19)

atikhun layraman — 2024-08-27

The objective of this research article is to study adjustment of hotel business under the Pandemic of Corona Virus Disease 2019 (COVID-19) certified by SHA Extra Plus in Mueang Chiang Mai District, Chiang Mai Province. This quantitative research used questionnaire to collect, then analyze data with computer programs to calculate frequencies and average percentages. The results found that the Pandemic of Corona Virus Disease 2019 (COVID-19) has resulted in an unprecedented decrease in the number of guests and revenue. Important strategies that hotels used to deal with crises were to create health and safety standards, reduce room prices, reduce staff, temporarily close business and create new income. SHA Extra Plus logo had a positive effect on reputation, guest confidence, employee safety and creating new standards of hygiene. Most hotels agreed that they should significantly maintain services with SHA Extra Plus standards.

Translation of Swear Words from English into Thai in On the Road: The Original Scroll Written by Jack Kerouac

Panida Chuenmanuse — 2024-08-27

This article aims at categorizing the types of swear words found in Beat Generation literature On the Road: The Original Scroll (2007) by Jack Kerouac and edited by Howard Cunnell. Additionally, it intends to explore the translation techniques used for swear words from English into Thai in the translated book Suhonnai: Chabapmuankradatphimdit [On the Road: The Original Scroll] by Phumanee Siriphornpaibul (2019). The swear words found in the book were categorized into different types according to Jay’s framework (1992). A total of 609 swear words were found in the original book and can be categorized into 9 types, including 1) slang 2) insults and slurs 3) epithets 4) taboo 5) obscenity 6) vulgarity 7) profanity 8) scatology and 9) cursing. The categories are listed in descending order of frequency. One type of swear words that was not employed by the writer in this book is blasphemy. As for an analysis of translation techniques of swear words, Suppakanda Boonthongrowd’s framework (2002) was employed. The four translation techniques found in descending order include 1) literal translation 2) emotional equivalence 3) interpretation and 4) form and meaning equivalence. In addition, omission, another translation technique which was not included in the framework, was found. Those interested in translation might apply these findings to translate diverse types of swear words and adapt them to the study of Beat Generation literature, for which, until now, there has been a limited number of studies on the employed translation strategies.

Behaviors and Amount of Greenhouse Gas Emissions on Travel Routes of Tourists Staying at Environmentally Friendly Hotels: Case of Samui Island, Surat Thani Province, and Phuket Province

Wisakha Phoochinda — 2024-08-27

The study aims to investigate behavior and factors affecting tourist pro-environmental behaviors staying at environmentally friendly hotels, to calculate greenhouse gas emissions occurred from travel routes, and to suggest guidelines of travel routes for tourists staying at the environmentally friendly hotel in Koh Samui, Surat Thani, and Phuket. Quantitative research with a questionnaire of 427 tourist sample groups, by quota and accidental sampling was conducted and data analysis with the SPSS software was employed. Calculating the carbon footprint of travel routes tourism in Phuket province in two cases: Case 1, the route starts from the origin (by passenger plane), and Case 2, the specific travel that starts from tourist routes in Phuket province, and carbon credits cost compare of the route in both cases.

The result of the highest tourist pro-environmental behavior was staying at environmentally friendly hotels, with an average score x̄ of 2.07 and most of the tourists was satisfied with the environmentally friendly hotels, with an average score x̄ of 2.22. The factors affecting environmentally friendly behavior include gender, age, education, length of stay, frequency of visits, and satisfaction, which were the statistically significant level of α = 0.01. The calculation of the carbon footprint of travel routes in Phuket province found that the carbon credit price for the route starts from the origin (by passenger plane) is 19.3 Baht in Case 1 with a higher cost of carbon footprint calculating than the specific travel that starts from tourist routes in Case 2 is 2.40 Baht because travel along Route 1 includes air travel, leading to increased greenhouse gas emissions.

Self-view and experiences of tattooing among Thai young adult

Supanun Yimcharoen — 2024-08-27

This research aims to understand Thai young adults' experiences with tattoos, focusing on their meanings, values, and their impact on self-perception and interactions with others. Using Interpretative Phenomenological Analysis (IPA), in-depth interviews were conducted with 7 participants (4 females), aged 21-29, all having more than one permanent tattoos. The analysis result yielded three key findings. Firstly, having tattoos promoted personal growth and enhancement in various aspects, including confidence in appearance, courage to engage in new experiences, sense of freedom to express one's true self, and personal development through learning from past mistakes. Secondly, participants expressed concerns about how others perceive them and their tattoos, especially in the family and the workplace, where negative judgments and biases on tattooed still exist. Lastly, the result reflected the younger generation's belief about the need and importance of changing physical appearance via meaningful tattoos. Also, it emphasized the need for social acceptance and respect from others when making decisions regarding their bodies. The findings shed light on the values and meanings attributed to tattoos from the perspective of individuals who possess them and also provided insights into the societal labeling that tattooed individuals have encountered.

Language Style and Presentation of Nation and Citizenship Concepts in Desana Sueapa

Pemika Pupakorn — 2024-08-27

This research aims to study the language style and the presentation of nation and citizenship concepts which are illustrated in Desana Sueapa, written by King Vajiravudh. The result found that the language styles that convey the nation and citizenship concepts of Desana Sueapa includes using words and phrases, sentences, and metaphors. In terms of words and phrases, it frequently uses words expressing the essence of the story, words showing modality, words or phrases normally used in Buddhist sermons, and words referring to the relevant persons in the context of communication. As for the sentence usage, it employs rhetorical Interrogative sentences, reasoning sentences, and repetitive structural sentences. It also applies metaphors about condition or feature, and metaphors about behavior or action. The styles cohesively present the nation and citizenship concepts: Thai nation consists of the nation, religion, and monarchy; Thai people must be responsible for their duties, be good Buddhists, and good citizens of the nation; and Thai people must behave according to moral principles for the benefit of the nation.

World of Cleanliness: Tai Yai Outsourced Cleaning Labors in Chiang Mai

กนกวรรณ สมศิริวรางกูล — 2024-08-27

The world of cleanliness is the conceptual framework in which this research paper presents the relationship between subcontract, Tai Yai outsourced cleaning labor, and sensory interactions in cleaning services. The author uses sociological miniaturism and institutional ethnography as research methods to collect field data based on the working and living conditions of workers under the commercial cleaning regime in educational community areas. It revisits the concept of cleanliness as a means of subjectivity and social relations. The development of the era formulates standards and sensory experiences of cleanliness through the employment of cleaning workers. This sense of cleanliness under the ceiling (social order) has become a determinant of the socio-economic value of the cleaning workforce. It is abjection that leads to the process of managing the body that looks unclean and things that are seemingly out of place in space and time with state and capital mechanism. Through the debate on cleanliness based on usable areas and schedules, this research paper suggests that flexible employment has isolated Tai Yai cleaning labors from space and time, which deeply affects the perceived value of cleaning labor as less than the budget value in outsourcing cleaning service.

Women, Mythologies, Legends, and Folklores in Buddhist and Taoist Philosophy Based on Ecofeminist Paradigms

Pairin Srisinthon — 2024-08-27

This article aims to analyze ecological concepts and stories about women in Buddhism and the Taoist philosophy of mythologies, legends, and folklore according to the ecofeminist paradigm. Based on this concept, people have realized the harmonious coexistence between humans and the ecological environment. The stories of mythologies, legends, and folklore of the two religions all reflect the fusion between man and nature. In particular, it honors the role of women who give birth to all living beings as well as the land in nature that gives birth to all things, affirming that both women and nature are one. This concept is deserving of implementation in order to rectify the male-dominated discourse that positions "Human" as the focal point of the universe and to foster the development of a more aesthetically pleasing and habitable global community.

The Status of Knowledge Management to Enhance and Preserve Local Arts and Crafts

อับดุลเลาะ เจ๊ะหลง — 2024-08-27

This qualitative research article will investigate the status of knowledge management (KM) to enhance and preserve local arts and crafts: A case study of the Kolae boat model in the Foundation for the Promotion of Supplementary Occupations under the royal patronage of Her Majesty Queen Sirikit in Khok Khian, Muang, Narathiwat Province. The data were collected by two methods: in-depth interviews and brainstorming. Thirty-six key informants were assigned for in-depth interviews, and brainstorming was conducted twice, with 10 participants each time, totaling 20 informants. The data were analyzed to draw conclusions and validated during the interviews after the data collection. Then, the results of the analysis were presented descriptively.

The findings revealed that 1) knowledge is carried out as a cultural heritage and cultural representation of the community, 2) knowledge, regarding the Kolae boat, can be learned through community learning resources, consisting of personnel, architecture, and social media on social networks, 3) the acquisition of knowledge about the Kolae boat model is considered to be inherited from ancestors and has been developed into a cultural product. Beliefs, capitalism, and the impact of natural disasters have resulted in community cultural knowledge becoming dynamic. 4) Most knowledge is transferred through sharing experiences emphasizing application at the village level. The recipients still lack an understanding of community culture, while the community still lacks a knowledge transfer process and lacks support from all sectors, and 5) creating new knowledge must emphasize a learning plan, organizational structure, trainers or experts, and encouragement of the community to become a creative environment through community involvement in planning, action, evaluation, and feedback.

A Guideline for Developing the Creative Tourism to Increase the Value on the Routes Connecting between Major Cities and Less Visited Areas in the Upper Northern Part of Thailand for the Lover Market

Suprapa Somnuxpong — 2024-08-27

The lover market tourist is one of the tourist groups with potential and quality for Thailand’s tourism. This group of tourists mainly prefers natural attractions and local experiences as creative tourism. Therefore, the adoption of the “Pha Wing Chu” legend, particularly related to a love issue that draws attention from lovers to link it to creative tourism based upon the legend existing in Lampang, Nan, and Chiang Mai Provinces, can possibly add to the values and connect between major cities and less visited areas in the upper northern part of Thailand. In this research, both qualitative and quantitative data were accordingly collected. In this quantitative study, a sample group of 400 people was randomly selected using Taro Yamane's statistics with a 95% confidence level to collect surveys from a target group of tourists through multi-stage cluster sampling. The surveys aimed to explore the behaviors of tourist couples for creative tourism. Additionally, qualitative methods were employed using semi-structured In-depth interviews within five population groups segmented into cultural heritage and tourism sectors: government officials, local community elders, community leaders, tour companies, and other tourism businesses in the provinces of Lampang, Nan, and Chiang Mai. Data analysis was conducted by gathering information from relevant literature reviews, field visits, interviews with stakeholders, and surveys of the needs of tourist couples. This information was then used to propose creative tourism management strategies that follow the literary trails of romantic couples. The research found that the theme or motifs of “Pha Wing Chu” were associated with unfulfilled love due to a difference in social status between two lovers, eventually ending with a tragedy. In respect of creative folklore, the legend can be further linked to tourism contexts through its adaptation to meet the needs of the target groups or the lovers who demand cultural and creative tourism. Regarding all the responses given by lover tourists on the questionnaire, the majority of them in need of creative tourism together with their lovers reached the maximum average. The researcher accordingly designed all four routes of creative tourism by creating a co-experience between the communities and the tourists with the aim of conveying the meanings of this legend to people both inside and outside of those areas so as to communicate about and exchange creative tourism experience through the legend in a sustainable way.

Phraseological analysis of fixed expressions involving the term “main” in French and “มือ” /mɯː/ in Thai

Panupan Junfeung — 2024-08-27

This article aims to analyze fixed expressions involving the term “main” in French and “มือ” /mɯː/ in Thai, to explore the underlying conceptual metaphors in these expressions. Body parts, especially when used in expressions, are of paramount importance in human communication as they often convey metaphorical representations. Considering the typological differences between the two languages, it is important to examine the similarities and differences in the conceptual metaphors found in these fixed expressions. Moreover, the culture-specific connotations associated with each community contribute to the literal meaning of these expressions. In other words, body parts can convey distinct metaphorical senses in different languages and cultures, thus eliciting varied reactions among individuals from diverse cultural backgrounds. Through a rigorous analysis based on statistical comparison of corpora from the two languages, we have identified several underlying conceptual metaphors in the fixed expressions analyzed. These results have highlighted the significant influence of cultural factors, such as life experiences and modes of thought, on the similarities of conceptual metaphors used in body-related fixed expressions.

Tourism Elements and Development Approaches

Naphatsanan Vinijvorakijkul — 2024-08-27

This qualitative research aimed at studying the tourism elements of the Puak Taem community and the ways, in which tourism can be developed in the area. Data collection included in-depth interviews and focus group discussions. The data was obtained from the Puak Taem locals, entrepreneurs, and related governmental agencies, all of which were purposively selected. The data was then analysed using content analysis. The results indicated that the tourism elements of this community had been attractions, accessibilities, amenities, accommodations, activities, safety management, tourism marketing, and community involvement. In terms of the approaches to the development of cultural tourism, it was suggested that the community make improvements in terms of their attractions, local infrastructure, activities in the tourist attractions, safety, and marketing. The goals of these improvements are to give tourists a positive experience and a good impression of their trip. In addition, the goals are to create jobs and incomes for residents and thus, to empower the community, to improve the quality of life, and to foster a mindset of conservation that can sustainably preserve the resources, the local way of life, and the local culture.

#Virally Virtuous

Piangchon Rasdusdee — 2024-08-27

Generation Z is facing a critical mental health crisis exacerbated by excessive social media use. Such a challenge leads to the use of TikTok, the most prevalent platform among this demographic, to promote mental well-being and create a community of care. This research aims to scrutinise the digital communication strategies employed by a Thai Gen Z Dhamma influencer on TikTok to heal youth through spiritual advice.

Applying Multimodal Social Semiotics and Social Construction of Reality, this qualitative thematic content analysis explores 192 posts of Wanida Boonprasert[1] on her “wni.inbuddh” TikTok account from 2022 to 2024. The study reveals the five key communication strategies: inclusive rhetoric and hashtags; simplified Dhamma guidance and testimonials; Q&A and community building; and multimodal communication.

These techniques harmoniously integrate Buddhist teachings into the modern world, compatible with Gen Z’s learning interests, underscoring the relevance of Multimodal Communication, in creating supportive virtual mental health spaces among young audiences, which could potentially be transformed into sustainable offline Dhamma communities. This is a remarkable milestone in advancing mental wellness remedies tailored within the Thai socio-cultural context through TikTok application. The research showcases a novel tactic delivering critical insight for mental health practitioners, content producers, and researchers. The project brings to forth multimodality as a comprehensive lens in mastering the complicated occurence in the current digitalised world.

The Identity, humanity, and the last resort of marginalized people in Ba Jin’s novel Dog

Thustanut Nomchob — 2024-08-27

“I am not human. It is merely something of the same class as a dog.” The term “dog” not only refers to a type of animal but also to the definition of the protagonist in Ba Jin’s novel Dog.

This article aims to examine and analyze the main character's identity in Ba Jin's novel Dog, which offers a perspective on human dignity, rights, and sacred elements that marginalized individuals rely upon. With the concept of psychological identity, the hierarchy of human needs, the framework of human rights and human dignity. The findings reveal that the identity of the main character, who experiences social marginalization, is subject to distortion and devaluation. The remaining aspect is the identification as a “dog,” not a human, resulting in the inability to uphold human dignity and rights. When a person is pushed out of social space, the only remaining refuge is the sacred objects that did not repel the protagonist. The relationship between sacred objects and the marginalized protagonist is therefore significant. Moreover, it indicates that social change factors and the attitudes of society’s members have an impact on an individual’s life. Therefore, Ba Jin’s Dog reflects the aspect of society from the perspective of marginalized people who have been devalued and become a “dog”.

Digital Media Usage in The Autism Spectrum Disorder Patients Care

Vitchudarin Suebsiriviriyakorn — 2024-08-27

This article aims to present the conditions of using digital media to provide information in the care of patients with autism in various contexts. Nowadays. Autism Spectrum Disorder patient have increasing frequently, both in Thailand and abroad. Autism Spectrum Disorder (ASD) is a child developmental syndrome that show disability clearly in learning and socializing. It can divide into 5 symptoms by following the Diagnostic and Statistical Manual of Mental Disorders: 5^th edition (DSM-5): Autistic, Asperger Syndrome, Rett Syndrome, Childhood Disintegrative Disorder (CDD) and Pervasive Developmental Disorder-Not Otherwise Specified(PDD-NOS). Treatment in childhood help patient’s development better and support them to living and fit in society. Because of this, information is exchanged. information and knowledge Mutual interaction between parents, carers or individuals involved in the treatment of autism patients through digital media such as social media is therefore important. Cause it is one of the most accessible types of digital media. widespread to all levels Whether an organization or an individual for public relations purposes. exchange information with each other including searching for essential information by discussing and asking in any field they want about ASD. This article aims to explore and analyze the dissemination and exchange of information among parents of autistic patients both in the media. social network and websites presented in Thailand and overseas.