JOURNAL OF LANGUAGE, RELIGION AND CULTURE

Development of Thailand's Contemporary Arts and Culture Ecosystem through Value Chain Analysis

2025-03-26T10:34:42+07:00

This study aims to analyze the development of the contemporary arts and cultural ecosystem in Thailand through a value chain analysis framework. It examines three key components of the ecosystem: upstream (foundation development), midstream (management and operations), and downstream (outcomes and impacts).

The analysis identifies major challenges, including infrastructure limitations, a shortage of skilled personnel, and financial sustainability issues. However, opportunities arise from technological advancements, shifts in consumer behavior, and increased international interest in Thai culture. The study offers policy recommendations focused on legal framework development, enhancing the education system, and integrating technology. Success stories from Asian countries, particularly South Korea, Japan, and Singapore, are reviewed for potential application in the development of Thailand’s ecosystem. This research significantly contributes to both theoretical understanding of cultural ecosystems and practical strategies for cultural policy development. It also proposes a conceptual framework for the sustainable development of Thailand's contemporary arts and cultural sector, serving as a guide for policymakers and cultural practitioners. The findings emphasize the importance of stakeholder collaboration, digital transformation, and balancing cultural preservation with commercial innovation.

Aspects of German Grammar for Thai Learners

2025-10-02T09:10:04+07:00

This article aims to investigate the aspects of German Grammar for Thai Learners. The writers illustrate the concept concerning theories for German language teaching in the Thai context and relate the knowledge of German grammar to German language studies at Khon Kaen University based on three case studies consisting of 1); the use of connectors in reading texts 2); German grammar in the business context; and 3) German grammar for tourism. This leads to conclusion that the those who acquire the knowledge of grammar will be able to use and explain the structures correctly and properly. In addition, a comparative study between Thai and German as well as English (as the first foreign language) can enable the learners to understand grammar to a greater extent.

The Role of Monks in the Social Development of Southern Isan: Perspectives on Religion, Culture, and Community Participation

2025-10-20T09:35:32+07:00

This study examines the role of Buddhist monks in Southern Isan society under the principles of Buddhism, which have long served as the foundation of local belief and culture. In the past, monks primarily focused on scriptural studies (Kanthadhura) and meditation practices (Vipassanadhura). In the present, their role has expanded to include social engagement (Sangahadhura), emphasizing leadership and collaboration with communities in three dimensions: (1) spiritual development through Dhamma teaching and counseling; (2) economic and social development by transforming temples into community development centers that promote occupations, strengthen local economies, and support the underprivileged; and (3) cultural and environmental preservation through the continuation of local traditions alongside the conservation of natural resources. The monks’ active engagement in these areas has also led to the development of their own capacities and the resources from the Sangha organization, including support from both the government and the private sector. Therefore, promoting the role of Buddhist monks requires the integration of internal and external factors to ensure development that is effective, sustainable, and truly responsive to community needs.

A Semantic Analysis of Vegetable Names in Chinese

2025-10-09T11:33:13+07:00

This study aims to investigate the naming patterns of vegetables in Chinese, focusing on the word structures “X+菜” “X+豆” and “X+瓜” Data were collected from 37 entries in Modern Chinese Dictionary (7th edition), with an emphasis on analyzing the meaning of the morpheme “X” The analysis revealed that “X” can be categorized into five semantic types: color, direction, shape, taste and smell, and location. These naming patterns reflect the cognitive and classificatory processes underlying vegetable nomenclature in Chinese, as well as their connections to Chinese culture, lifestyle, and worldview. The findings contribute to a deeper understanding of vegetable naming in Chinese from both linguistic and cultural perspectives.

Conversion Strategy of Protestant Missionary among the Hmong in Southeast Asia

2025-12-02T11:20:02+07:00

Western Christian missionaries had begun to work with highland peoples since early 1950s, due to their escape from China after the revolution in 1949. Many western missionaries had taken photos while a few had published autobiography, based on their main aim for converting the target populations. One main issue exists in those photos and autobiographies is the conversion strategies of western missionaries among the highland ethnic Hmong in Laos and Thailand. Those include challenge over local spirits, replacing spirit objects with Christian images, medical service, literacy instruction, and operating Christian hostel for students. It is my argument that such strategies symbolize the exercise of more powerful Christianity, as a world religion, over the local Hmong beliefs and bringing western civilization to the primitive tribe. Contents in this article base on the existing publications and photos of western Christian missionaries among the ethnic Hmong in Laos and Thailand, during 1950s-1980s. In addition, I draw information from interviews and long-term observation.

A Multimodal Discourse Analysis of Health Communication Posters: A Case Study of U.S. Educational Institutions During the COVID-19 Pandemic

2025-10-28T16:25:12+07:00

The COVID-19 pandemic highlighted the need for effective health communication strategies, particularly within educational institutions. This study investigates how U.S. universities employed multimodal discourse in face-mask promotion posters to encourage preventive behaviors. Using Multimodal Discourse Analysis (MDA), the research examines verbal elements through advertising language features and commodity exchange theory, and visual elements through social semiotic frameworks. A mixed-methods approach combined qualitative analysis of semiotic strategies with quantitative frequency analysis to determine their prevalence. Findings reveal a predominant use of imperative language (90%) and phonological repetition, including alliteration (80%) and assonance (80%), to enhance memorability. Symbolism was universal (100%), with the mask serving as a central metaphor for protection and responsibility. Compositional techniques such as size prominence (90%) and color contrast (70%) heightened message visibility, while alignment between verbal and visual modes strengthened engagement and persuasion. Despite these strengths, most posters lacked cultural and linguistic diversity. The study contributes to digital health communication research by demonstrating how multimodal strategies reinforce public health messaging and by emphasizing the importance of culturally responsive and visually inclusive communication during health crises.