Browsing by Author "Sutsawad Jandum"

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    An Investigation of the Language used on Signage in Japanese Town on Sukhumvit Road, Bangkok through the Lens of Linguistic Landscape
    (Research and Development Institute Suan Dusit University, 2021) Gornkrit Meemongkol; Sutsawad Jandum; G. Meemongkol; International College for Sustainability Studies, Srinakharinwirot University, Bangkok, 10110, Thailand; email: gornkrit@g.swu.ac.th;
    This study investigates the language diversities and Japanese language usage reflected on the signage found in Japanese town on Sukhumvit Road, Bangkok. A qualitative research method was used, with which samples were collected by taking fifty photos of signage along five alleys on Sukhumvit Road with Japanese script appearing on them. The framework of Landry & Bourhis (1997) was employed in this study. The results show that Japanese has an important role in the multilingual area of Sukhumvit Road whereas English was used as the international language. Moreover, Thai language appeared on the signage as the national language but English was still the main language used to communicate with the target customers of various nationalities. It is inferred that most people in the area understand everyday English well. Additionally, the signage of Japanese restaurants was the most prominent and most of them represent Japanese culture. In addition, horizontal text was evident in the system of writing. This may be influenced by the Thai writing system as well as the Western languages. Furthermore, Kanji scripts were the most used on the signage compared to Hiragana and Katakana scripts. Overall, Kanji, as the picture scripts of Japanese language, may convey the meaning of lexical words to readers effectively. © 2021, Research and Development Institute Suan Dusit University. All rights reserved.
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    An Investigation of the Language used on Signage in Japanese Town on Sukhumvit Road, Bangkok through the Lens of Linguistic Landscape
    (Graphicsite, 2023-05-07) Gornkrit Meemongkol; Sutsawad Jandum
    This study investigates the language diversities and Japanese language usage reflected on the signage found in Japanese town on Sukhumvit Road, Bangkok. A qualitative research method was used, with which samples were collected by taking fifty photos of signage along five alleys on Sukhumvit Road with Japanese script appearing on them. The framework of Landry & Bourhis (1997) was employed in this study. The results show that Japanese has an important role in the multilingual area of Sukhumvit Road whereas English was used as the international language. Moreover, Thai language appeared on the signage as the national language but English was still the main language used to communicate with the target customers of various nationalities. It is inferred that most people in the area understand everyday English well. Additionally, the signage of Japanese restaurants was the most prominent and most of them represent Japanese culture. In addition, horizontal text was evident in the system of writing. This may be influenced by the Thai writing system as well as the Western languages. Furthermore, Kanji scripts were the most used on the signage compared to Hiragana and Katakana scripts. Overall, Kanji, as the picture scripts of Japanese language, may convey the meaning of lexical words to readers effectively.
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    Soft Power and Thailand’s Cultural Selling Points
    (2024-03-25) Worakamon Vongstapanalert; Sutsawad Jandum; Sudarat Teppimol
    This academic article aims to study “Soft Power” in Thai culture, focusing on the 5F+2 aspects: F1-Food, F2-Film, F3-Fashion, F4-Fighting (traditional Thai martial arts), F5-Festival, as well as two additional topics: "Performing Arts" and " Legends, Beliefs, and Cultural Heritage." The objective is to present strategies for developing and enhancing Thailand's soft power potential. The methodology involved gathering and analyzing data through documentary analysis of soft power-related news obtained from credible online sources between the years 2023 and 2024. The findings suggest that to leverage soft power as a selling point of Thai culture and to increase its economic value, mechanisms for developing strategies at both systemic and industrial levels, as well as for individuals, are essential. Proactive foreign policies and consistent efforts to integrate hard power and soft power are necessary to create smart power. This requires cooperation among the government, private sector, and civil society aligned with the same direction to promote and experience sustainable economic growth in Thailand.