Journal of Language and Culture

Believability: Sexual violence, media, and the politics of doubt

Jooyin Saejang — 2024-06-28

The development of learning materials toward landslide hazards to raise awareness among upper elementary students in Uthai Thani province

Nattawan Tangsuk — 2024-06-30

There are many tendencies of landslide hazards happen in Thailand which may cause high level of damage of life and properties. The landslide hazards may happen especially at Uthai Thani province where the highest risk of landslide hazards many occur cause extensive damages thus, to make a clear understanding and preparing residents of unexpected landslide hazards is a must. The learning comes from museum where number of knowledges outside classroom available and they are significant tools to create residents’ understanding. The role of museum is aimed to create society contribution that will benefit everyone equally. Moreover, the museum is not only giving knowledges but to facilitate the learning process. There are not only new knowledges that given to the audiences but experiences and skills too. Hence, this research studies how to use media of landslide hazards to raise awareness for upper elementary school students (Elementary 4-6 students) in Uthai Thani Province with the consistence of 21st century learning. The learning is to let students to have direct experiences, adapt oneself to changes occur, understand together with protect oneself from landslide hazard, and propagate knowledges to others.

Aesthetic movements: Drawing choreographic inspirations from Thailand's Prasat Phanom Rung

Dharakorn Chandnasaro — 2024-06-30

This investigation, encapsulated within the broader research entitled "An Analysis of Creative Dance from Iconographic Concepts in Buri Ram Province with Laban Notation's Theory," delves into the intricate synergy between architectural symbolism and the art of dance, with a specific focus on the emblematic Prasat Phanom Rung in Thailand. The core objective of this study is to elucidate the ways in which the castle's unique architectural elements serve as a muse for the creation of dance movements, thereby weaving a narrative thread that connects the historical and architectural legacy of the site with contemporary dance practices. Central to this exploration is the formulation of a dance framework that is deeply ingrained in the castle's iconic motifs, alongside the meticulous selection of dancers who possess the interpretative skill and expressive capacity to embody these motifs. Furthermore, this research conducts a rigorous analysis of movement, aiming to mirror the rich iconography of the castle through the language of dance. This endeavor is pivotal in illustrating the role of cultural heritage and historical motifs as a driving force behind the evolution of dance, marrying ancient themes with the nuances of modern choreographic methodologies. Consequently, this study contributes a novel perspective to interdisciplinary artistic research, spotlighting the capacity of dance to function as a vibrant conduit for cultural storytelling and preservation. The fusion of cultural legacy with choreographic ingenuity underscores a distinctive addition to the disciplines of dance and cultural studies, emphasizing the vibrant dialogue between tangible history and the realm of performing arts.

Oppa means more than elder brother: A comparative study of the usages of the term Oppa in current Thai and Korean contexts

Thiramon Weerawutiwong — 2024-06-30

Following the international Korean Wave, the Korean term of address Oppa has become widely adopted as a loanword with the meaning shifted from “an elder brother” to “an attractive South Korean man” in English contexts (Salazer, 2021). Similarly, Oppa is used in Thai society with its own nuances. Thus, this study investigates the usages of the term Oppa in present Thai and Korean contexts (2019-2024) by using language corpora and online search results to discover similarities, discrepancies, and varying perceptions of the term. The results show five senses in Korean contexts: 1A. an attractive man, 2A. a male celebrity, 3A. a close male acquaintance, 4A. an elder male sibling or cousin, and 5A. a male romantic partner. Three senses in Thai contexts: 1B. an attractive man, 2B. a South Korean man, and 3B. a South Korean celebrity, with semantic intersections between 1A and 1B, and 2A and 3B resulting from influences of Korean fandom subcultures and beauty standards in Thai society. In Korean contexts, the term Oppa is primarily used to address 3A, 4A, and 5A, while the usages to address 1A and 2A are restricted within subcultures. In the general Korean Population, the term is used mindfully since it can be negatively perceived due to flirtatious or overly cute undertones and association with fandom subcultures. In contrast, the term Oppa is used indiscriminately in Thai contexts with 1B and 3B’s frequent co-occurrences with positive phrases, suggesting Thais’ favorable perception of the term.

English loanwords in Thai new word dictionary: A reflection on society

Theewara Saengin — 2024-06-28

The latter part of the 21^stcentury is widely recognized as an era where communication technology significantly shapes access to information and the absorption of foreign cultures. This trend is evident in the increased usage of English loanwords. An examination of English loanwords featured in the Royal Institute’s New Words Dictionary, Volumes 1-3, reveals three primary methods of integration: transliteration, translation, and coinage. Transliteration involves adapting English words to fit the Thai language system while retaining their original form or adjusting them to adhere to Thai pronunciation principles. Translation, on the other hand, entails rendering English words or phrases into Thai equivalents. Coinage refers to the creation of entirely new Thai words with similar meanings. Comparing the meanings of English loanwords in the new Thai dictionary with those derived from English sources (The Cambridge Dictionary available at https://dictionary.cambridge.org) reveals significant changes from the original meanings. These alterations range from narrowing to broadening and sometimes even completely transforming the original meaning. In the vocabulary section, the dictionary of new words primarily focuses on words related to intelligence, emotions, and values. It encompasses terms associated with the mind, emotions, feelings, thoughts, and values, collectively constituting the majority of the vocabulary. An analysis of English loanwords in the dictionary underscores substantial shifts in meaning, indicating the evolving nature of language and its impact on societal comprehension and communication.

Villainized subjects in the first-wave COVID-19 crisis in English online news in Thailand

Pancharle Thongpanich — 2024-06-28

This paper discusses the narrative construction of “villains'' in COVID-19 Thai online news, proposing that media portrayals of subjects related to COVID-19 were negatively framed as villains through narrative framing and biased characterization. A close critical reading method, aided by Vladimir Propp’s narratological model and Michel Foucault’s theoretical conceptions of power and knowledge, is used in the analysis of the texts. The article includes the definition of ‘villains’, the villainization process, and the villainized subjects in COVID-19 English online news during the first wave crisis in Thailand in the first half of 2020. By doing so, this paper aims to provide a clearer understanding of past perspectives on the pandemic and its moral repercussions for Thai society in order to strengthen communication and response strategies when interacting with COVID-19 subjects and victims of future pandemics.

The transediting strategy of health news: A case study of BBC News Thai

Suchanat Sa-nguanphan — 2024-06-28

The purpose of this research is to investigate the transediting process of BBC health news as well as the influence on BBC Thai's gatekeeping power over the selection of health content and the transediting strategy. A total of 167 pairs of English and Thai health news items released on BBC and BBC Thai websites during 2017-2020 were analysed for their transediting strategy (i.e. reorganisation, deletion, addition, and substitution). A semi-structured interview with a former BBC Thai duty editor was conducted to investigate the influence on BBC Thai's gatekeeping power. According to the findings, each element of the news was transedited with a varying combination of approaches. Addition (49%) and substitution (23.9%) were employed the most to create appealing headlines. Reorganisation (40.33%) was mostly adopted in the leads to attract Thai readers. Deletion (57.33%) was mostly found in the news bodies for conciseness. Regarding the influence on BBC Thai's gatekeeping power (e.g. the transeditors’ expertise, BBC’s policies and Thailand’s status quo), the Thai audience itself is one of the most significant.

Hope in your hand: Constructing “sanctity” through a multimodal case study of modern amulets as coping and resilience tactics among young Thais during the COVID-19 pandemic

Piangchon Rasdusdee — 2024-06-28

This study explores the core values of contemporary Thai amulets constructed and disseminated via digital media during the COVID-19 pandemic, examining how multimodality plays a crucial role in captivating the young audience. Employing a multimodal social semiotics approach, the research analyzes 946 posts related to Ravipa’s (“Reminder Collection” from their website, LINE, Instagram, and TikTok between 2021 and 2023. The research unveils the eight key values associated with modern amulets, encompassing wealth, love, luck, wisdom, protection, power, health, and fame, posited as coping mechanisms during challenging times. It highlights how different platforms showcase these values using various multimodal strategies. Websites and the social media application LINE combine texts and visuals to display amulet designs, while Instagram uses images and short videos for storytelling. TikTok focuses on dynamic content like celebrity endorsements and new collections. Communication is further enhanced through online engagement, brand recognition, Corporate Social Responsibility, impulsive buying, experimental, influencer, testimonial, and multicultural marketing strategies. Digital dissemination underlines the enduring gravitas of the amulets and interconnected ties of Thai Buddhism, Hinduism, Chinese Mahayana beliefs, and spiritualism, all embedded within these sacred artifacts. This study accentuates the extensive role of multimodality in bridging the gap between traditional beliefs and the materialistic perspectives of Generations Y and Z. Multimodal communication enables the young generation to make informed decisions while expressing their evolving identities and personal preferences through the broad spectrum of amulet designs, making them more accessible and relevant for the young Thais, particularly, in navigating uncertainty and hardship during the COVID-19.

Thai soft power: Moving forward in the right direction

Wilaiporn Kaewanant — 2024-06-28

This study presents policy guidelines that apply the concept of soft power as a mechanism for a country to enhance its bargaining power at the international level and pursue economic goals. Many countries have leveraged soft power to gain favor within the international community, at both the regional and global levels. Factors that give rise to soft power such as music, film and literature can enable a country to more easily attract and persuade others through a positive national image. Given that soft power is a multifaceted concept, such may be accomplished using cultural appeal, liberal political ideologies and values, favorable foreign policy agendas, and ethical behavior on the world stage. In recognition of the great benefits that regional neighbors such as Japan and South Korea have gained from soft power, the current and previous Thai government administrations have advanced policies aimed at soft power promotion to achieve economic development goals. These policies emphasize cultural resources that have been identified as broadly appealing and are easily accessible to domestic and international consumers. Among the myriad benefits Thailand would stand to gain through the spreading culture around the world include greater internationalization, cultural awareness, and appreciation for democracy and human rights. As this study shows, success in this endeavor is contingent upon private sector cooperation. The role of the government is thus to foster creative ecology and to support public diplomacy through the conveyance of relevant information conductive to promoting a positive national image.