Journal of Humanities & Social Sciences (JHUSOC)

Linguistic Strategies for Introducing Content in the Thai Textbook Series “Wannakhadi Lamnam”

Wed, 27 Aug 2025 00:00:00 +0700

This article aims to study the linguistic strategies found in the introductory sections of the Thai textbook series “Wannakhadi Lamnam” for primary school students in grades 1–6, comprising 19 lessons. The study identified six linguistic strategies for introducing content as follows: 1) introduction through names, which includes the names of literary characters, ethnic groups, Aesop’s fables, textbooks, or literary compositions; 2) introduction through elements of folktales, which include descriptions of settings, story backgrounds, or narrative styles; 3) introduction through the values and beauty of the stories; 4) introduction through Thai idioms, such as “Sornsin Mai Kin Kan” (incompatible like oil and water), “Dek Liang Kae” (The boy who cried wolf), or “Kratai Tuen Toom” (A panic-stricken rabbit); 5) introduction through questions; and 6) introduction through onomatopoeia, such as utilizing words that mimic natural sounds or animal sounds. The six strategies highlight the varied linguistic techniques used in Thai primary school textbooks to ignite curiosity and maintain students’ engagement with the core literary content.

A Study of the 4E’s Marketing Strategy Relating to the Creation of Coffee and Wine Brand Identities for Beverage Tourism in Tasmania

Ousanee Sawagvudcharee — Wed, 27 Aug 2025 00:00:00 +0700

The purpose of this study is to examine the relationship between the 4E’s marketing strategy and the development of coffee and wine brand identities for beverage tourism in Tasmania, Australia. The research was designed to apply a quantitative methodology using a questionnaire as a tool to collect data from a sample of 384 people using the G.W. Cochran formula to calculate the sample size of the tourists in Tasmania. Pearson’s correlation analysis was also applied as the statistical tool. According to the study’s findings, the 4E’s marketing strategy has a favorable association with developing brand identification for coffee and wine in beverage tourism, as it should help entrepreneurs realize four crucial points. These are (1) experience, (2) exchange, (3) everywhere, and (4) evangelism that can promote consciousness; they chose to travel to a coffee plantation and several wine farms periodically. It also resulted in the development of beverage tourism and has had a favorable influence on the nation’s economic system.

Images of Thai Confucius Institutes Based on the Content of Public Relations Posters on Facebook

Wed, 27 Aug 2025 00:00:00 +0700

This research aimed to study the images of Thai Confucius Institutes based on the content of public relations posters on Facebook through a qualitative research by collecting information on public relations posters of 12 Confucius Institutes in Thailand from Facebook pages from January to December 2023, making a total of 338 public relations posters. The study results revealed that there were 3 images of Thai Confucius Institutes: 1) The image of the institute as an expert in Chinese language who organizes academic training and lectures, Chinese proficiency tests, and Chinese language skill competitions; 2) The image of the institute as a promoter of Thai-Chinese relations, which includes collaboration with Thai organizations, and support in education and career development; 3) The image of the institute as a medium for promoting Chinese culture, which organizes Chinese arts and cultural activities and training as well as Chinese traditional events.

The presentation of these images aims to create positive impressions toward Confucius Institutes in Thailand. This, in turn, contributes to the successful fulfillment of their missions and fosters stronger bilateral relations through the construction of institutional identity.

Happiness at Work of the Budget Bureau Personnel, Office of the Prime Minister

Koraket Songvoravara, Suppapatpimol Simlee, Somkiat Wanthana — Wed, 27 Aug 2025 00:00:00 +0700

This research aimed to 1) study the level of happiness at work of personnel of the Budget Bureau, Office of the Prime Minister, 2) compare happiness at work according to personal factors, and 3) study the relationship between factors affecting happiness and happiness at work. The sample group consisted of 299 personnel of the Budget Bureau. A questionnaire was used as the research tool. The statistics used for data analysis were percentage, mean, standard deviation, t-test, one-way analysis of variance, LSD pairwise difference test, and Pearson's correlation coefficient analysis at the .05 significance level. The results of the research found that overall happiness at work was at a moderate level. Personal factors include gender, age, education, working period, and income had significantly different effects on happiness at work. The 8 factors, namely, Happy Body, Happy Heart, Happy Society, Happy Relax, Happy Brain, Happy Soul, Happy Money, and Happy Family.

The Analysis of the Singing Techniques in The Wonderful Time is Coming for First-Year Students at Xinghai Conservatory of Music, China

Chen Xun, Chao Kanwicha, Chalermkit Kengkaew — Wed, 27 Aug 2025 00:00:00 +0700

This study aimed to analyze the singing techniques of The Wonderful Time Is Coming, an aria from Mozart’s opera The Marriage of Figaro, and to develop instructional guidelines for first-year students at the Xinghai Conservatory of Music, China. A qualitative research design was employed with three purposively selected informants: two professors from Xinghai Conservatory and one lecturer from Guangdong Second Normal University. Data were collected through structured and semi-structured interviews, validated via the Item-Objective Congruence (IOC) method, complemented by literature review and practical vocal technique analysis. Content analysis identified key technical and expressive aspects of performance. Findings indicated that mastering breath control, diction, resonance, and the stylistic features of Mozart’s soprano writing is essential for vocal accuracy and expressive authenticity. Based on these results, structured singing guidelines were developed, including targeted breathing exercises, resonance enhancement techniques, emotional interpretation strategies, and pre-class preparation methods. These guidelines provide a pedagogical framework to improve vocal instruction effectiveness and support students’ technical and artistic growth. The study offers both practical and theoretical contributions to vocal pedagogy, enhancing teaching approaches in Classical opera repertoire and providing replicable strategies for training young vocalists at the conservatory level.

Official Tourism Websites of ASEAN Countries: A Linguistic Strategies Analysis

Suna Kunghair — Wed, 27 Aug 2025 00:00:00 +0700

The official tourism websites of ASEAN countries functioned as essential tools for drawing international visitors because they played a vital economic role in these nations. This research investigated the official tourism websites of Indonesia, Malaysia, Singapore, and Thailand to analyze their linguistic strategies for informative, persuasive, and interactional meta‑discourse elements. The study analyzed tourism discourse through Hyland’s (2005) Meta‑Discourse Framework by conducting qualitative discourse analysis of hedges, boosters, attitude markers, engagement markers, and self‑mentions. The findings showed that Indonesia and Malaysia employed detailed descriptions and sensory language to attract tourists, emphasizing informative and persuasive strategies. In contrast, Singapore and Thailand used interactional meta‑discourse, particularly hedges and boosters to create credibility and sustain visitor engagement. The research demonstrated how ASEAN nations tailored their linguistic approaches to build destination branding while reaching potential visitors and establishing credibility. It also revealed that digital tourism promotion became more effective through strategic language optimization, interactive features, and personalized content. Ultimately, the study contributed to tourism discourse analysis by illustrating how ASEAN nations successfully marketed their destinations using targeted language strategies.

Prototype Innovation for Enhancing Product Value Through Community Cultural Capital and New Lifestyles in the Online Market to Strengthen the Grassroots Economy of the Lahu Hill Tribe in Ban Plaeng Si, Khlong Lan Phatthana, Kamphaeng Phet

Wed, 27 Aug 2025 00:00:00 +0700

This study aims to analyze the potential and approaches for enhancing the value of products through community cultural capital to create a prototype innovation for online marketing, as well as to transfer knowledge of value creation to strengthen the grassroots economy of the Lahu hill tribe in Ban Plaeng Si, Khlong Lan Phatthana Subdistrict, Khlong Lan District, Kamphaeng Phet Province. The study involved 50 participants, including Lahu youth groups, community product groups, and staff from the Highland Development Center. Data were collected through interviews, workshops, and focus group discussions. The findings reveal three key points. First, the community has adopted new ways of life, leading to transformations in social systems, cultural capital, economy, education, politics, governance, environment, and infrastructure toward modern development. At present, the Lahu are neither marginalized by state mechanisms nor oppressed by capitalist systems. Second, the innovation developed by the Lahu consists of clothing sets and shopping bags made from culturally significant fabrics, reflecting cultural heritage and identity. Third, the transfer of value creation has been implemented through marketing on websites, online marketplaces, Facebook, and Line. The ethnic group’s cultural capital generates added value and supports sustainable grassroots economic development.

A Study of Stakeholders’ Opinions and Needs towards the Curriculum Development of the Bachelor of Fine and Applied Arts Program in Music, Buriram Rajabhat University

Thu, 28 Aug 2025 00:00:00 +0700

This research aims to study the opinions and needs of stakeholders regarding the curriculum development of the Bachelor of Fine and Applied Arts Program in Music at Buri Ram Rajabhat University. The sample consisted of 40 participants, including Grade 12 students, alumni, employers, responsible faculty members, and current students. The findings reveal that external stakeholders desire a modern curriculum emphasizing technology skills, digital literacy, teamwork, interpersonal skills, and English proficiency. Alumni and employers highlighted the importance of curriculum alignment with real-world work and suggested adding courses in music technology, vocal training, recording, sound systems, and lighting. Internal stakeholders were satisfied with the balance of theory and practice but recommended enhancing skills in audio recording, music promotion strategies, and creative music presentation. Faculty members acknowledged challenges related to limited staff, laboratory facilities, and budget, and proposed curriculum improvements focusing on innovation, music technology, and eliminating unpopular courses, as well as fostering collaboration with external organizations.