Browsing by Subject "Thai Language for Communication"

Now showing 1 - 12 of 12
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    Apologizing in Business Situations
    (Chulalongkorn University Printing House, 2011)
    Junlaprom, Jakkarin
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    This study attempts to analyze speech acts and patterns of apologies in businesscontexts among 135 students of the University of the Thai Chamber of Commerce andthe business staff. The subjects were asked to complete a Discourse Completion Test(DCT) with 12 situations in which they wrote down their apologies as well as aself-assessment of guilt in a particular circumstance. The study also corelatedthe relationship between the subjects’ assessment of guilt with gender, workresponsibilities, and knowledge background. The following issues were under scrutiny:(1) the subjects’ self-assessment of guilt, (2) apology strategies, and (3) apologypatterns. The analysis revealed that in a business context, the assessment of guiltwas primarily related to work responsibilities, rather than to gender or knowledgebackground. Interestingly, this reflects the significance of work roles in such a context.Nine apology strategies were found and classified into two groups: main strategy andminor strategy. While the former included seven methods, which were apologizing,explaining, taking responsibility, self-blaming, problem solving, offering help, and askingabout damage, the latter was composed of offering options and promising. Concerningapology patterns, the results indicated four apology patterns used in such situations:apologizing by using only a single method, apologizing by using two methods,apologizing by using three methods, and apologizing by using more than threemethods. The apology methods within each pattern were unequally applied. Theresults reported that the most frequently used patterns were apologizing by usingeither two methods or by using three methods, respectively. The least frequently used pattern was apologizing using more than three methods.
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    Mother Songs: Contemporary Didactic Literature
    (Chulalongkorn University Printing House, 2014)
    Phakkhaphanon, Sunan
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    In this article, the term "mother songs" is defined as Thai country songs with lyrics written about mothers. These mother songs are also recognized as contemporary didactic literature and reflect the social values concerning the family institution in Thai society. Fifty "mother songs" were analyzed and the findings reveal two main types of didactics: didactics relating to mother's kindness to her children and didactics relating to a child's gratitude to his/her mother. The didactics relating to a mother's kindness to her children are songs in which writers aim to convey the message about mother's love, sacrifice, attention, and patient devotion to her children. Simile and narrative techniques are used in these songs. They also try to convey the meaning of the kindness of a mother as a teacher who teaches her children to insist on goodness, as a teacher who teaches her daughters' appropriate behaviors, and as a teacher who educates her children, which is in accordance with the Buddhist teaching concerning the duty of a good mother. In the didactics relating to a child's gratitude to his/her mother, the song writers aim to teach children, particularly those who are to leave their rural homes and move into the city to get work, to have gratitude to their mothers by sending back money to support them and their families. The song writers also try to reflect how much mothers care about their children and how this feeling motivates the children to build up their own fortune, so they can go back to their mothers' arms. It can be said that "mother songs" are contemporary didactic literature, which plays an important role in promoting and inheriting the social values concerning a child's gratitude to his/her parents for all children, particularly those living in a rural society.
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    Political Poems during the Period of Ex-Prime Minister Thaksin Shinawatra’s Government
    (Chulalongkorn University Printing House, 2010)
    Limlertsathian, Poramaporn
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    This research studied the political poetry during the time of Thaksin Shinwatra asPrime Minister and his government, focusing on forms, contents, ideas, and literarydevices as well as its literary, social and political roles. In this study, 904 poemspublished in 4 daily newspapers (Matichon, Daily News, Komchadluek, and Kao Sod),and 3 weekly magazines (Matichon Sud Sapda, Nation Sud Sapda, and SiamrathSapda Wicharn) were analyzed using a sociological and political historical approach.The poets can be grouped into well-known poets and those who are on the road tofame. In terms of the contents and literary styles, the poets perfectly and beautifullymaintained the prosodic and literary conventions. Additionally, while applyingtraditional conventions they also created new forms of literary work. The contents of these political poems were found to mostly deal with unethical politicians who careonly for their own benefits or the benefits of those close to them, not of the people orthe nation. Another theme found in the poems was about the Prime Minister’sinfatuation with power and misuse of power in ruling the country, luring his people tobelieve in his fabricated image. Furthermore, the poets highlighted policies initiated byThaksin and his government such as the populism policies. In terms of its literary role,it is found that the political poetry in the Thaksin Era can be considered as realityliterature, demonstrating how valuable poetry is for human beings and society.Considering its role in society and politics, the poetry helps encourage goodgovernance in ruling the country. It also helps strengthen civil politics and stimulatespeople’s awareness of the tricky and corrupt politicians. Furthermore, the politicalpoetry in the Thaksin Era plays a significant role in building unity and peace in the country.
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    Songs of Hope and Encouragement during Thailand's 20 Floods
    (Chulalongkorn University Printing House, 2014)
    Koohacharoen, Tuangrat
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    Songs created by artists during Thailand's 2011 floods played a part in consoling the victims, creating hope and inspiring them. The objective of this paper is to analyze those songs in terms of their contents and literary language. The results of the study of these 30 songs show that they are aesthetic in both content and literary language. The contents are concerned with sending love, care and best wishes to all Thai people as well as giving them hope and encouragement so that they can survive during the crisis. Literary language found in these songs can be categorized into a careful selection of words and meanings, vowel and consonant rhymes, the use of figures of speech as well as word and meaning repetitions.
      4  16
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    Strategies and Use of Humourous Language in the Series Breaks of the Variety Game Show "Ching Roy Ching Laan"
    (Chulalongkorn University Printing House, 2008)
    Eiamutama, Thanit
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    This research entitled the Strategies and the Use of Humourous Language in theSeries Breaks of the Variety Game Show "Ching Roy Ching Laan" was derived from thetests of audiences' perceptions significant to the research in terms of their reactions andopinions towards 130 selected episodes. The results show that the humour-boostingstrategies were in the concepts of the theory of creating inferiority and superiority, such asbullying, actors' unique personality, and intentional mistakes. Also included was thetheory of unmatched events, such as misleading, twisted ending, and misunderstanding.The theory of release from conflicts was rarely found: they played sexual fools, butwithout obscenity. Concerning humour-boosting strategies, the puns were frequentlyhighlighted, but rude words were not used. In conclusion, humour found in the comedyseries breaks of the Ching Roy Ching Laan game show was created with the use oflanguage as tools of communication through various strategies, suitably and appropriately.
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    The Literary Art of Homour Usage in Contemporary Humorous Pocket Books
    (Chulalongkorn University Printing House, 2013)
    Ngamlue, Sueanna
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    This research aims to explain how the literary art of humor is used in contemporary humorous pocket books, which are currently popular among readers. Only humorous parts of each pocket book were selected for further analysis. The Humor Theory was used as the framework of this descriptive study. The findings show that diverse literary techniques were used to create humor in these contemporary pocket books. Contents, the art of language use, and tone were finely integrated according to the Humor Theory, which states that people will usually laugh when they see other persons' f laws or defects, when they see the mismatch among things, and when they can release their repression regarding social taboos. According to the research findings, the literary art of humor used in contemporary pocket books can be categorized into two types: the literary art of humorous language relating to the book contents and the literary art of humorous language resulting from the use of idioms and figurative language.
      4  20
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    The Strategies and the Use of Humour Language in the Series Breaks of the Variety Game Show “Ching Roy Ching Laan”
    (University of the Thai Chamber of Commerce, 2008)
    Eiamutama, Thanit
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    University of the Thai Chamber of Commerce. School of Communication Arts
    This research was conducted with the aim to study the strategies and the use of humour language in the series breaks of the variety game show “Ching Roy Ching Laan”. It was the gathering of information from various sources and the transcribing of the 130 shows into the written scripts for analysis and research writing.The research also began with the recipient-interaction test among 30 targeted viewers including the researcher and co-researchers. The purpose was to observe the interactions and to interview them in order to extract the information for the analysis. Then, the researcher used the analytical description to present the result of the research.The research results showed that the program studied had the humour-boosting strategies as follows: bullying, shifting topics, changing the moods, and emphasizing actors’ characteristics which were the outstanding humor in this study. Other interesting strategies to make the shows humorous are doing intentional mistakes, flirting and saying dirty jokes, misunderstanding, worsening the situations, copying, switching roles, giving scenes to others, being beyond the situation contexts, showing off fames, touching the audience’s mind, paralyzing, story flowing, and other strategic supports . In terms of language use, the puns are the highlighted strategy. Moreover, the non-standard language, tones of language, contrastive language, jargons, riddles, metaphors, exaggerations, skipped words, neologisms, and rhythm and pause. In conclusion, humours found in the comedy series breaks of Ching Roy Ching Laan game show were created with the uses of language as tools of communication through various strategies, suitably and accordingly.
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    The Use of Language for Constructing Myth in Hair Products Advertising
    (University of the Thai Chamber of Commerce, 2002)
    Boontarw, Marisa
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    University of the Thai Chamber of Commerce. Graduate School
    The objectives of the study are to study the language used in constructing myths of hair products by the commercial ads in Praew, Kwanruen magazines, and Raklook in 1998 under the conceptual framework of Semiological Analysis and to study the semantic processes of the language both verbal and nonverbal for creating a myth.
      10  15
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    Unfaithful Songs: Social Outlet of People in Thai Society
    (Chulalongkorn University Printing House, 2014)
    Limlertsathian, Paramaporn
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    University of the Thai Chamber of Commerce. Journal Editorial Office
    Up to now, unfaithful songs have continuously changed according to the dimension of relation to a society. The details of the songs show mutual experiences in terms of emotion and thoughts of both males and females who are worried about unfaithful behavior of their spouse from different points of view. Unfaithful songs reflect males' mythology and power relationships existing in every dimension of Thai society. Meanwhile, the songs also reflect females' development of conceptual ideas and practice in sexuality, which is different from that in the past. The important point is that this type of song not only entertains Thais but also helps them release their frustration under social rules in Thai society.
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