Journal of Liberal Arts, Maejo University

Bubble Milk Tea: From a Cultural Commodity to a Political Beverage

2025-07-07T13:57:20+07:00

The academic article “Bubble Milk Tea: From a Cultural Commodity to a Political Beverage” studies the development of bubble milk tea. It starts with the trend of bubble milk tea in Taiwan around 1990. Later, bubble milk tea spread culturally and became popular in many regions around the world. However, at one point, the trend of consuming bubble milk tea declined due to concerns about product quality and the growing trend of health consciousness. Then, in 2017, bubble milk tea regained its popularity and became a cultural product of Taiwan, supported by the New Southbound Policy, which aimed to build relationships with other countries and promote tourism. Later on, bubble milk tea became a political symbol through the "Milk Tea Alliance," an online movement advocating for democracy.

“Dae Jang Geum” and “Plai Jawak”: Communicating the Cultural Image of Ethnic Food

2025-05-08T22:17:00+07:00

This academic article aims to 1) study the communication of food culture images in the series “Dae JangGeum” and “Plai Jawak” and 2) examine the presentation of food culture content through female characters in these series. The study found that the communication of food culture images in “Dae Jang Geum” and “Plai Jawak” manifests in six aspects: 1) Food and Folklore,
2) Transmission of Culinary Knowledge from Home to Palace, 3) Identity of Local Ingredients,
4) Meticulousness in Cooking, 5) Culture of Eating, and 6) Food as Medicine. Regarding the presentation of food culture content through female characters, four aspects were identified: 1) Storytelling through female characters within historical periods, 2) Family Background of the Characters, 3) Character Personalities, and 4) Character Development. Although “Plai Jawak” was inspired by “Dae Jang Geum” and shares common characteristics in communicating food culture images, their presentation formats differ. “Dae Jang Geum” emphasizes intense storytelling in the form of fictional entertainment with food culture integrated into the narrative, while “Plai Jawak” adopts a more documentary-style approach to food. The study highlights that food is not merely one of the four requisites of human life but also a tool for reflecting identity, narratives, and ways of life. It serves as a form of soft power, playing a significant role in expressing national identity, presenting it to global society, and driving the country’s economy.

The Creation of Bodhi Nom Sattha, an Applied Folk Dance Based on The Bodhi Tree Crutches Procession Ritual in The Context of Lanna Buddhist Beliefs

2025-03-04T11:20:37+07:00

This study aims to 1) examine the body of knowledge on the Bodhi Tree Crutches Procession Ritual in the context of Lanna Buddhist beliefs and 2) create an applied folk dance entitled Bodhi Nom Sattha based on the Bodhi Tree Crutches Procession Ritual. This mixed-method research employs cultural concepts, Buddhist beliefs, and the creation of dance works as its research framework. The sample group comprises 20 local scholars, cultural experts, tradition holders, and performers of applied folk dance, selected through a purposive sampling procedure. The research employed an observation form and an interview as tools for descriptive analysis of the data.

The research findings indicated that (1) the Bodhi Tree Crutches Procession Ritual is a valuable custom among the northern community that facilitated the promotion and transmission of Buddhism. It has been improved and contextualized within the social framework through the generating of new significance, developing from an image that demonstrated the personal faith of individuals who regard the Bodhi tree as emblematic of Bodhi, representing the profound wisdom and enlightenment of the Buddha, into a communal activity that fostered collective participation. Even before its establishment as a tradition, communities participated in various activities related to Buddhism, music, dance, culture, tradition, and environmental conservation. The creation of the Bodhi Nom Sattha applied folk dance incorporated aesthetic values that embody the community's concepts, merging them with creative elements in applied folk dance related to Buddhism. This will benefit both formal and informal education and strengthen the faith of Lanna Buddhists in Buddhism.

Thai Language Usage Errors of Chinese Speaking Thai as a Second Language on the TikTok Application

2025-05-07T13:35:07+07:00

This research aims to study the language errors in Thai usage by Chinese Speaking Thai as a second language on the TikTok application. The study is based on Corder’s (1981) error analysis theory, with data collected from 10 TikTok accounts, each having more than 100,000 followers, analyzing a total of 100 video clips. The results reveal three main types of Thai language errors, ranked in order of frequency from highest to lowest: lexical errors (92.99%), semantic errors (4.55%), and grammatical structure errors (2.46%). The study indicates that the most common error among Chinese Speaking Thai as a second language is lexical usage, which is influenced by factors related to their learning and use of Thai. These errors are mainly caused by first-language interference, overgeneralization of grammatical rules, and a lack of practice in real-life contexts.

Guidelines for Developing Health Literacy in Youth

2024-10-21T13:37:26+07:00

This research aimed to study appropriate guidelines for developing health literacy in the context of youth. The research was conducted using the EDFR (Ethnographic Delphi Future Research) technique. The data were collected from a group of 17 experts. Statistics used in data analysis were mean, standard deviation, median, and interquartile range. The research results found that the appropriate guidelines for developing health literacy in the context of youth should focus on activities that develop skills and abilities according to the concept of developing health literacy in
4 components: 1) access to health information and services, 2) understanding health information,
3) evaluation of health information and services, and 4) application of health information and services and in terms of changing health behaviors. Regarding health behavior change, adhering to the principles of 3E-2S in 5 areas was recommended: 1) dietary consumption, 2) exercise, 3) stress management, 4) tobacco smoking, and 5) alcohol and substance use.

Predictive Factors of Health Literacy among the Elderly at Rural Area in Chiang Mai Province

2025-01-02T09:41:19+07:00

This study aims to investigate the level of health literacy and important factors influencing health literacy among the elderly living in rural areas of Chiang Mai Province. A cross-sectional survey was conducted with a sample of 400 elderly individuals using a questionnaire about health literacy of the elderly and a questionnaire regarding important factors influencing health literacy of the elderly, which includes bio-social factors, health service system factors, social and cultural factors and psychological factors. Data were analyzed using descriptive statistics, Pearson's Product - Moment correlation coefficient and multiple regression analysis.

The study found that the overall health literacy of the elderly was moderate-level (𝑥̅ = 2.10, S.D. = 0.78). In the meantime, the important factors influencing health literacy of the elderly in rural areas in Chiang Mai were found that the bio-social factors including age, occupation, monthly income, and length of being congenital disease, health service system factors, social and cultural factors, and psychological factors could explain the variations in health literacy among the elderly in rural areas of Chiang Mai with 56.40 percent (Adjusted R Square = 0.564, F = 85.380, p < 0.01).

The findings highlight the importance of strengthening health communication, expanding access to healthcare services and encouraging community involvement to enhance health awareness among the elderly. Effective collaboration among families, communities, and healthcare providers is significant for improving health literacy and promoting overall well-being in aging populations.

“Discovering Talents, Strong Bodies, and Sharp Minds”: The Relationship Between Language and Ideologies in Children's Milk Advertising Discourse

2025-07-16T11:12:06+07:00

Advertising plays a crucial role in shaping social values, transmitting ideologies, and influencing the ways of thinking within society. In particular, advertisements for infant and child formula milk frequently associate the consumption of specific brands with children’s physical strength, intelligence, and special talents. Such representations lead consumers to believe that the quality of their children’s lives depends on choosing these products. This study examines the relationship between language and ideology in the discourse of child formula milk advertisements in the Thai social context, drawing on Fairclough’s framework of Critical Discourse Analysis. The data for this study comprise 30 advertising texts and visual images from commercials of three leading milk brands: Enfagrow, Hi-Q, and S-26—released between 2017 and 2023. The findings reveal that these advertisements employ a variety of linguistic and visual strategies, such as the use of positively connoted vocabulary to highlight nutritional values, the incorporation of scientific terminology, and the deployment of reasoning structures, and the depiction of middle-and upper-class urban lifestyles, to construct and promote desirable maternal and child ideologies. The “ideal mother” is portrayed as one who is dedicated and capable of making the best choices for her child, while the “ideal child” is characterized as physically strong, cognitively advanced, gifted, cheerful, and continuously eager to learn. Sociocultural factors underlying these ideological constructions include the valorization of good motherhood, the cultural emphasis on child development and achievement, the prestige of scientific discourse, as well as consumerist values and class representations. The ideological effects of these advertisements potentially reinforce idealized notions of motherhood, heighten parental pressure and expectations concerning desirable child attributes, and foster competitive child-rearing practices. Furthermore, they perpetuate class inequality by depicting children who consume specialized formula milk as superior, belonging to families that are more privileged than others within society.

The Rank-Based Attire of Phraya Phichai Dap Hak in Royal Audiences and Ceremonies during the Thonburi Period and Its Associated Beliefs

2025-05-28T09:57:18+07:00

This qualitative research aims to examine the official attire of Phraya Phichai Dap Hak during in royal audiences and ceremonies in the Thonburi period and the associated belief systems. Data were collected through document analysis and interviews with the selected experts. The study focuses on the period when Phraya Phichai served as a high-ranking official under King Taksin the Great.

Findings indicate that his attire corresponds to the status of a governor with a sakdina (rank) of 5,000. Based on mural paintings and historical references, the appropriate regalia would have included a lomphok adorned with naga motifs, a white open-front robe extending to the knees, a single-layer lai yang patterned cloth, a dark indigo inner shirt in yaang noi style, and a jackfruit-thorn-patterned prakhot sash. These elements reflect cosmological beliefs that equate the king with Mount Meru and a divine being. Consequently, royal garments not only signify social rank but also affirm the recipient’s sacred role within the royal and cosmic order.

Huamuang Khamen Padong and Annamese – Siamese War in 1833 – 1846

2025-05-07T13:29:18+07:00

This study aims to explore the role of Huamuang Khamen Padong and the Annamese-Siamese War during 1833 – 1846 with historical research methods. The study employs primary documents such as royal commands, historical records, and military campaign reports from Thailand, Cambodia, and Vietnam, supplemented with data from research papers and dissertations. The findings indicate that Huamuang Khamen Padong was integral to providing military support on land for the Siamese army, particularly during the conflicts of 1840 –1841 and 1845. Huamuang Khamen Padong played critical roles in combat, camp defense, patrol, and intelligence operations within Khmer and Vietnamese territories. Additionally, the use of elephants as a military resource significantly contributed to the victories in these wars, and these areas also served as logistical bases for displaced troops. The significance of Huamuang Khamen Padong in this conflict stemmed from several factors: 1. geographical proximity to Cambodia, 2. natural resources including manpower and elephants, and 3. the language, culture, and relationships of the leaders of these frontier towns. Recommendations for further study include examining the role of the eastern Lao towns in the Annamese-Siamese War and the utilization of elephants in warfare along the Mekong River to provide a more comprehensive and multifaceted understanding of the regional conflicts.

Conceptual Metaphors of The Nation in Thai Leader’s New Year Speeches

2025-05-19T10:52:30+07:00

This article aims to examine conceptual metaphors of the nation in New Year speeches delivered by Thai leader. The data comprise nine speeches collected from the Royal Thai Government’s official website and the “คำกล่าวสุนทรพจน์” playlist on the “ไทยคู่ฟ้า ทำเนียบรัฐบาล” YouTube channel, analyzed using the conceptual metaphor theory proposed by Lakoff and Johnson (1980). The findings reveal that metaphorical expressions used to convey the concept of the nation in the New Year speeches by General Prayut Chan-o-cha from 2015 to 2023 reflect five types of conceptual metaphors: 1) THE NATION IS A FAMILY, 2) THE NATION IS A TRAVELER, 3) THE NATION IS A BATTLEFIELD, 4) THE NATION IS A CONSTRUCTION, and 5) THE NATION IS A MACHINE. These metaphors embody various perspectives of the Thai leader on the nation. For example, the nation is depicted as a large family characterized by love, unity, and strong bonds between citizens and the leader; a traveler overcoming obstacles to achieve peace and prosperity; a battlefield confronting threats and challenges; a construction requiring collaborative building, restoration, and sustainable development; and a machine relying on the harmonious functioning of its components to move forward. The use of conceptual metaphors in these speeches not only reflects the leader’s vision for governance but also serves as a powerful political communication tool, evoking emotional resonance and fostering a sense of collective responsibility among citizens. Furthermore, it enhances the public image of the Thai leader and constitutes a linguistic strategy for conveying ideologies embedded in these speeches.

Women’s Empowerment in English Songs

2025-04-28T16:25:50+07:00

The qualitative and comparative research analyzes the lyrics of 30 popular English songs by female artists released between 2010 and 2023. The three objectives are 1) to explore the English used in the songs, 2) to examine the rhetorical message of women’s empowerment in the lyrics, and 3) to investigate the social context and perspectives of the lyrics, focusing on contemporary social views and issues that affect and involve women, particularly in terms of power relations, ideologies, and more. The investigation relies on language and discourse analysis, with an emphasis on symbolism and metaphors. A feminist lens is an approach employed to reveal the thematical feminist expressions, highlighting female power and voice within the context of ‘women’s empowerment,’ especially in the face of today’s gender inequality. As a result, the songs reflect modern English usage, and English grammatical elements relevant to the contemporary world. The prevalent empowering techniques include narratives of positive transformation and occasional use of sarcasm and dark humor. Importantly, the songs are embedded with explicit and implicit meanings, centered around the rhetorical theme of ‘women’s empowerment’—a theme arguably shaped by the current global feminist movement. The women’s empowerment can be understood through the proposed categories with themes and sub-themes showcasing the complexity and diversity of female-empowering messages. From a more sophisticated perspective, these notable characteristics suggest that the music can be viewed as ‘feminist resistance’ to patriarchy and gender inequality while addressing broader social issues that women face, such as political challenges, mental health, sexual violence, and the COVID-19 pandemic. These findings provide valuable insights from the selected set of songs, emphasizing women’s power, the connection between music and social reality, and the profound social and cultural significance of music.