Journal of Liberal Arts, Maejo University

The Construction of Paetongtarn Shinawatra’s Representation through Language Strategies on the Pheu Thai Party’s Facebook Page

Watcharapong Khotnarin, Wipada Rattanadilok Na Phuket — Mon, 29 Jun 2026 00:00:00 +0700

This study examines the language strategies and the construction of the representation of Paetongtarn Shinawatra on the Pheu Thai Party’s Facebook page. The data consist of 136 posts published between 16 August and 31 December 2024. The analysis is conducted within the framework of Critical Discourse Analysis.

The findings revealed eight types of language strategies, with transitivity (process types) as the most prominent. These strategies functioned to construct exclusively positive representations of the Prime Minister, which could be categorized into four types: 1) a leader recognized internationally 2) a people-oriented leader 3) a reform-driven leader and 4) a leader who conducts herself appropriately within a democratic system. The study highlights the significant role of language in constructing political representation and legitimizing leadership in social media discourse.

The Development of Critical Reading Among High School Students in Non-Formal Education, Udon Thani, Using REAP Strategies via Animation Mobile Learning

Suttiwan Inthakanog — Mon, 29 Jun 2026 00:00:00 +0700

This experimental study aimed to: 1) develop the critical reading ability of high school students in non-formal education course, Udonthani, through REAP strategies with animation mobile learning lessons, 2) compare students’ learning achievement before and after the learning activities, and 3) examine students’ satisfaction with the lessons. The participants consisted of 30 students enrolled in the second semester of 2024 academic year, obtained though purposive sampling. Research instruments included: 1) lesson plans, 2) animation mobile learning lessons, 3) a critical reading ability test, 4) a learning achievement test, and 5) a satisfaction questionnaire. Data were analyzed using mean, standard deviation, paired-sample t-test, and one-sample t-test against the 80% criterion. The findings revealed that: 1) students’ critical reading ability scores after instruction (𝑥̅ = 32.87, S.D. = 5.02) were equivalent to 82.16%, which exceeded the set criterion of 80%.
2) students’ post-test achievement scores (𝑥̅ = 33.00, S.D. = 2.94) were significantly higher than their pre-test scores (𝑥̅ = 17.00, S.D. = 5.09) at the .05 level; and 3) students’ overall satisfaction with the learning management was at the highest level (𝑥̅ = 4.75, S.D. = 0.42). The study indicates that REAP strategies with animation mobile learning is an effective approach to promoting critical reading skills, improving learning achievement, and fostering high learner satisfaction.

Digital Storytelling and Learning Outcomes in Community Cultural Communication Context: A Case Study of Chanthaboon Waterfront Community

Sariyapa Kantawan, Muanfun Kongsomsawaeng — Mon, 29 Jun 2026 00:00:00 +0700

This qualitative research aimed to study the pattern of digital storytelling within the framework of communication in the cultural community and evaluate the learning outcomes associated with the pattern of digital storytelling in the context of communication in the cultural

community. The study utilised purposive samples comprising representatives from the Chanthaboon Waterfront Community and the younger generation, and data were collected through in-depth interviews and interactive observation.

The findings reveal two major insights. First, video presentations, online blogging, and social media articles are all examples of digital storytelling forms that are used to transmit community culture. Videos are used to highlight local festivals or customs, giving viewers an accurate image of the community's culture and way of life. Blogs and online publications give in-depth information about the significance and history of important customs. Social media makes it easy to create and share content on community culture. The usage of specialised hashtags aids group development and encourages participation from interested individuals. Second, an examination of storytelling-based learning in digital media for community cultural communication indicated that young people interpreted new experiences to reflect on their own ideas on media production. This was accomplished by refining thoughts, sentiments, and emotions, resulting in the development of digital media in their own context. The use of social media allowed for quick access to information, contact with various target groups, and effective dissemination of information about community enterprises to the larger community.

A Study of Muay Chaiya Movement Names from an Ethnosemantic Perspective

Suwimon Vatviroj — Mon, 29 Jun 2026 00:00:00 +0700

This study investigates Muay Chaiya movement names through an ethnosemantic perspective, with two main objectives: (1) to examine the structural patterns of naming in Muay Chaiya movements, and (2) to explore the beliefs and values embedded in these names. Data were collected from 72 movement names through purposive interviews with Muay Chaiya masters and practitioners, as well as from the Muay Chaiya Knowledge Book published by the Surat Thani Provincial Cultural Office. The findings of the study demonstrated that the nomenclature of Chaiya boxing techniques could be systematically categorized into three types. It refered to the terminology for basic Muay Thai techniques, including punches, elbows, knees, kicks, and headbutts, categorized according to the body parts used in fighting. The second consists of twenty-two individual Chaiya boxing techniques, classified according to the basic categories. The third included fifty compound techniques, classified on the basis of Wai Khru ritual postures and Chaiya boxing movements. Furthermore, based on four semantic criteria master techniques, derivative techniques, offense-defense in combat and Chaiya-specific postures, the study highlighted the distinctive meanings embedded in these practices. In terms of beliefs derived from Muay Chaiya techniques, these included the beliefs related to sacred things. In terms of values derived from Muay Chaiya techniques, these included the value of preserving Thainess and values related to nature and the environment. Muay Chaiya techniques reflected the thinking system and beliefs of language users in the local community.

The Comparative Study of Intertextuality and Chinese Identity Reflected through the Philosophy of Confucianism and Taoism in the Television Drama the Legend of the Condor Heroes Part 1 from 1983 to 2024

Tanyarat Malasri, Siriwan Likhidcharoentham, Kanokporn Numtong — Mon, 29 Jun 2026 00:00:00 +0700

The Chinese martial arts novel She Diao Ying Xiong Zhuan (《射雕英雄传》), known in The Legend of the Condor Heroes Part 1, is a highly acclaimed and widely popular work that has been adapted into multiple television drama versions. This study investigates the adaptation of the novel into seven television versions: Hong Kong (1983), Taiwan (1988), Hong Kong (1994), Mainland China (2003, 2008, 2017, and 2024). The analysis concentrates on adaptation strategies in terms of plot structure and character portrayal, as well as the relationship between the source text and the adapted texts through the theoretical lenses of Intertextuality, Adaptation Theory, and Narrative Theory. In addition, the study investigates how Chineseness is represented and transmitted in each version by employing analytical frameworks derived from Confucian philosophy (儒家) and Daoist philosophy (道家).

Findings reveal that all seven versions exhibit various forms of modification in both plot and character portrayal, including retention, addition, alteration, and omission. The 2008 and 2024 adaptations from Mainland China show the most extensive modifications. Despite maintaining the main narrative structure, each adaptation displays reinterpretations shaped by earlier television versions. These include plot condensation, reordering of events, character creation or removal, and updated sequencing. Beyond themes of martial arts and romance, the television dramas reflect profound Chinese philosophical values, especially those drawn from Confucianism and Daoism. These values are embedded in character relationships, the decisions of heroic figures, and the sociocultural structures within the story. The television versions explicitly present core philosophical concepts such as the Three Bonds and Five Constants (三纲五常), the Five Cardinal Relationships (五伦), Following the Dao (遵道而行), and Governance through Non-Action (无为而治). These elements reflect both continuity and transformation of Chinese philosophy, highlighting the dynamic expression of “Chineseness” through the medium of television.

Gamification for Teaching Thai as a Foreign Language: Integrating Instructor and Learner Needs into Learner-Centered Design

Kanitha Putthasatien — Mon, 29 Jun 2026 00:00:00 +0700

The objectives of this research were: 1) to analyze the needs for developing gamification innovation teaching Thai as a foreign language, 2) to compare the differences between instructor and Learner needs, and 3) to propose guidelines for developing gamification innovation aligned with the digital learning context. The sample consisted of 20 instructors of Thai as a foreign language and 20 foreign Learners, totaling 40 participants. The research instrument was a needs assessment questionnaire. Data were analyzed using mean ( ), percentage, standard deviation (S.D.), and the Mann-Whitney U Test.

The research findings revealed that: 1) both instructors and learners reported a very high level of need for innovation development. Key shared needs in terms of content included greetings and food ordering, while the preferred format was simple-to-use matching games; 2) the comparative analysis showed statistically significant differences at the .05 level in terms of Thai audio accompaniment (p=.001), realistic illustrations (p=.042), and multi-device compatibility (p=.020), with the instructors reporting higher needs than learners; and 3) guidelines for innovative design should focus on balancing academic standards through high-quality multimedia with the integration of the learners' native language (L1) alongside the Thai language. This approach aims to reduce communication barriers and effectively enhance motivation for self-directed learning.

Interjections and Speech Acts: Constructing Identity and Narrative Voice in the “Banthuek Khong Toot” Literary Series

Songphop Khunmathurot — Mon, 29 Jun 2026 00:00:00 +0700

Linguistic expression in contemporary literature, particularly in works that reflect the experiences of individuals with diverse gender identities, plays a significant role in constructing both identity and narrative voice. This study aims to (1) analyze interjections, (2) examine speech acts, and (3) investigate the roles of interjections and speech acts in constructing identity and narrative voice in the literary series Banthuek Khong Toot (Volumes 1–3). This research adopts a qualitative approach, employing Ameka’s (1992) framework of interjections, Searle’s (1979) speech act theory, and the concepts of identity construction and narrative voice proposed by Bucholtz and Hall (2005) as analytical frameworks. Data were selected based on textual units that function as interjections and utterances that clearly convey illocutionary force. Content analysis was employed as the primary method of analysis. The findings reveal that interjections can be classified into three types: emotive interjections, interactional interjections, and cultural/stylistic interjections. Speech acts are categorized into four types: assertives, directives, commissives, and expressives. Furthermore, interjections and speech acts play a crucial role in constructing the narrator’s identity as a gender-diverse individual. This is reflected through the use of emotionally expressive language, sarcastic language, and group-specific linguistic styles. These linguistic features contribute to the formation of two types of narrative voice: exaggerated expressive voice and sarcastic voice, which collectively reflect the identities of narrators who self-identify as “toot.” The study demonstrates that interjections and speech acts are not merely tools for expressing emotion and intention; rather, they function as linguistic resources for constructing identity and producing social meaning within a specific subcultural context.

“Toh” of the Sea Gypsies on the Andaman Coast: Identity and Creating Meanings in Ritual Areas within the Tourism Context

Rungrat Thongsakul — Mon, 29 Jun 2026 00:00:00 +0700

The objectives of this research were to study: 1) the historical development of the Andaman Sea Gypsies, 2) their ethnic identity and preservation, 3) the forms of beliefs, rituals, and meaning-creating in ritual areas related to “Toh,” and 4) the cultural landscapes associated with “Toh” within the tourism context. This qualitative research emphasized fieldwork conducted in five provinces and eight areas along the Andaman coast. Data were collected through observation, interviews, and focus group discussions. The analysis of field phenomena was guided by integrated theories and concepts, including Functionalism, Semiotics, Identity, Ethnic Preservation, Cultural Landscapes, and Cultural Wisdom, to understand the complex relationships between humans, culture, and the environment. The findings were presented through descriptive and analytical approaches.

The study revealed four key findings. First, the Urak Lawoi, Moken, and Moklen have undergone historical developments closely linked to their environment and ecosystems before eventually settling across the Andaman coastline and forming communities. Their strong connection to the sea has shaped their way of life through resource dependence and traditional beliefs. Second, sea Gypsies has continued to maintain their identity and ethnic preservation linked to their ancestors and sacred beings through the belief in “Toh,” which reflected the relationship between humans and nature. Third, the forms of Sea Gypsy beliefs and rituals have symbolized reverence for the sea and ancestral spirits while fostering kinship ties. Ritual leaders known as “Toh Mo” served as intermediaries between humans and the sacred within the ritual areas. Finally, the cultural landscapes associated with “Toh” represent valuable cultural resources that attracted tourism; however, they were at risk of commodification if appropriate management participation was lacking. This study concludes that rituals related to “Toh” serve as a means of maintaining the relationship between humans and nature, preserving ethnic identity, and acting as a communication tool for self-representation to the outside society.

Tai’s Tong Lai: Perceptions and Entrepreneurial Transformation among Mae Hong Son Residents

Jirawat Rugchat, Surachai Srinorajan, Phasunit Saramas, Ittipong Thongsrikate — Mon, 29 Jun 2026 00:00:00 +0700

This research article presents a sociological study that aims to: 1) explore perceptions of Tong Lai products among residents of Mae Hong Son province, and to 2) study the transformation conditions through which Tai craftsmen become Tong Lai entrepreneurs, drawing upon conceptual frameworks of entrepreneurship and cultural entrepreneurship in rural societies. Data collection was conducted in Mae Hong Son province from March 2023 to December 2024. The study employed a questionnaire survey with 398 household representatives aged 18–65 years from three districts (Mueang Mae Hong Son, Khun Yuam, and Mae Sariang), and in-depth interviews with four Tong Lai entrepreneurs from Mueang Mae Hong Son and Khun Yuam districts as case studies. Findings reveal that the majority of respondents primarily perceive Tong Lai products as temple decorations, with some products utilized in sacred worship ceremonies. Fewer than half of the respondents recognize that Tong Lai products can be adapted as souvenirs, home decorations, or accessories. Additionally, the study identifies five conditions in the transformation to Tong Lai entrepreneurship: 1) the learning process, characterized by the accumulation of experiences from childhood about Tong Lai products and other Tai handicrafts; 2) the skill development phase, involving continuous practice and production of Tong Lai products; 3) the appreciation and awareness phase, marked by love of the craft, cherishing its value, and commitment to preserving Tong Lai handicrafts; 4) the opportunity phase, during which craftsmen leverage opportunities to transform themselves into Tong Lai entrepreneurs; and 5) the creativity for developing Tong Lai products.

Essential Skills for Thai Graduates to Work in the 21st - Century Workforce: An Entrepreneurs’ Perspective

Kanda Janyam — Mon, 29 Jun 2026 00:00:00 +0700

This study aimed to: 1) investigate the essential skills required for Thai graduates in the 21^st -century workforce from the perspective of entrepreneurs, and 2) examine the entrepreneurs’ perspective on essential skills for Thai graduates entering the 21^st -century workforce across various types of establishments. Employing a sequential mixed-methods approach with multilevel sampling, the study utilized in-depth interviews with ten entrepreneurs for the qualitative phase and surveys with 400 entrepreneurs for the quantitative phase. Qualitative data were analyzed using typological analysis and analytic induction, while quantitative data were processed using mean, standard deviation, and one-way ANOVA. The results revealed that communication, teamwork, critical thinking, problem-solving, technology, information literacy, media literacy, accountability, leadership, and adaptability are essential skills for 21^st - century Thai graduates. Within the 'learning and innovation' domain, critical thinking, communication, and problem-solving were rated at a high level, whereas teamwork received a moderate rating. Skills in the 'technology, information, and media literacy' domain were rated highly across all categories. Regarding 'life and career skills,' leadership and adaptability were rated at a high level, while accountability was rated moderately. In addition, the results indicated no significant differences in entrepreneurs' perspectives on these essential skills across different establishment types.

Learning Behaviors and Strategies Influencing English Self-Directed Learning Achievement among Thai Undergraduate Students Using an Online Program

Supanita Phongsuwan — Mon, 29 Jun 2026 00:00:00 +0700

This mixed-methods study examined self-directed learning behaviors and strategies that influence English language achievement according to the university criteria through the English Discovery Online (EDO) program at Rajamangala University of Technology Lanna, Tak. The research objectives were (1) to investigate the behaviors of RMUTL Tak undergraduates associated with achievement in English self-directed learning through the EDO program, and (2) to study which learning strategies students use the most to achieve in English self-directed learning through the EDO program. The research involved 49 of 938 first-year undergraduates who completed a placement test, ten-unit exercises, a summary post-test, and showed growth in CEFR proficiency during the 2024–2025 academic year, and was guided by Garrison’s (1997) theoretical framework, consisting of self-management, self-monitoring, and motivation. Qualitative data were collected through 6 in-depth interviews to answer the first research question, while quantitative data were obtained through questionnaires to address both research questions. The qualitative results revealed that successful learners depended heavily on both internal and external factors, such as strong motivation, effective time management, self-monitoring, the use of artificial intelligence (AI), external translation tools, and instructor-granted bonuses. Notably, the quantitative results revealed that using additional digital tools such as ChatGPT, Gemini, and Google Translate was ranked highest among learning strategies (M = 4.41, S.D. = 0.66). The findings showed a gap between SDL theory and practice. Although Garrison (1997) emphasized intrinsic motivation, students often relied on external supports like AI tools and instructor incentives. This suggests SDL has evolved into a hybrid form, and online self-study may require external motivation to be effective.