วารสารศิลปศาสตร์ มหาวิทยาลัยรังสิต

2026-06-30T08:00:15SE Asia Daylight Time

Editorial Note

2026-06-30T08:00:18SE Asia Daylight Time

Editorial Board

2026-06-30T08:00:18SE Asia Daylight Time

Metadiscourse Markers and Visual Elements in International Business Magazine Advertisements: A Study of The Finance and Media Industries

2026-06-30T08:00:15SE Asia Daylight Time

This study investigates the use of Interactional Metadiscourse Markers (IMMs) and visual grammar elements in international business magazine advertisements from two key industries: finance and media. Drawing on Hyland’s (2005) Metadiscourse Model and Kress and van Leeuwen’s (2006) Grammar of Visual Design (GVD), the researcher explores how linguistic and visual features are strategically employed to persuade readers. Thirty English-language advertisements, 15 from each industry and published in Forbes Asia, were analyzed using a mixed-methods approach. The quantitative findings reveal that while self-mentions are the most frequently used IMMs in both industries (39 times in finance, 42 times in media), the media sector shows a higher frequency of attitude markers (22 times) and self-mentions, whereas the finance sector employs more engagement markers (30 times) and boosters (21 times). Hedges were rarely used in both sectors (3 times in finance, 1 time in media). The qualitative findings explain how IMMs serve distinct communicative purposes across industries. The visual analysis indicates that finance advertisements emphasize credibility and authority through formal layouts and indirect gazes, while media advertisements use vivid colors, direct gazes, and expressive visuals to build interpersonal connection. This study contributes to multimodal discourse analysis and offers practical implications for international advertising strategies.

Language Features of Signage in Mueang Ake Area, Pathum Thani Province, in Perspective of Linguistic Landscape

2026-06-30T08:52:30SE Asia Daylight Time

The research objectives were to study the linguistic landscape of business and service signage in Mueang Ake area, a large residential community in Pathum Thani Province, and to analyze the language use and meanings conveyed through these signs, which reflect the social and cultural identity of the target area. The study relied on 237 purposively selected business signs located along the four main roads in Mueang Ake. The data were classified according to the types of businesses and services and analyzed statistically using frequencies and percentages.

The results revealed that the signs collectively contained a total of seven languages: Thai, English, Chinese, Japanese, Korean, German, and Spanish. This demonstrates that Mueang Ake is a multilingual area that reflects natural linguistic diversity and multilingualism influenced by globalization. Among all signs, consumer goods businesses were the most prevalent, followed by healthcare and beauty businesses. As for font size and visibility of bilingual signs, Thai script was found to be the most visible and most prominent. Regarding linguistic function, the wording on the sign primarily served an informational function about product and service details, followed by contact information. As for the symbolic function, it was found that signs with store names that are partially consistent or related to the business were more common than signs with store names not consistent or related to the business. This demonstrated that signage played a crucial role in creating a modern and international image for communication, as well as establishing a distinctive and attractive presence that encouraged visitors to purchase products or use services at the location through advertising and public relations based on the place’s name.

The study also revealed the influence of commercial, cultural, modernity, and local beliefs that affected this area. Moreover, the study demonstrated the role of the linguistic landscape as a communication tool that connects social identity and marketing in the Mueang Ake area.

A Study of English Code-mixing Used by LGBTQ+ Characters in the “Pee Nak” Film Series

2026-06-30T08:00:18SE Asia Daylight Time

The objectives of this study were to examine the characteristics of English code-mixing used by LGBTQ+ characters in the Pee Nak film series and to investigate its nativized features. Data were collected from the Thai-language dialogues of the two characters “First” and “Balloon” across four films: Pee Nak (2019), Pee Nak 2 (2020), Pee Nak 3 (2022), and Pee Nak 4 (2024). A total of 197 code-mixed lexical items were transcribed exclusively from the target characters' Thai dialogues, cross-checked against official subtitles for accuracy, and analyzed using the frameworks of Ho (2007) and Kannaovakun and Gunther (2003). The findings revealed that nouns dominated the code-mixed items (78.17%), followed by verbs (8.63%) and adjectives (6.60%). Based on Ho’s (2007) framework, the three most frequent linguistic patterns were proper nouns (59.64%), lexical words (27.80%), and short forms (4.48%). Regarding nativized features, the results showed that the three most frequent processes for adapting English elements into Thai discourse were truncation (33.33%), hybridization (30%), and reduplication (20%). Ultimately, the study demonstrates that English code-mixing is a systematic linguistic adaptation serving as a stylistic tool in scriptwriting to reflect LGBTQ+ identities and contemporary Thai language evolution.

Conceptual Metaphor of Happiness and Sadness in Thai: A Cognitive Linguistics Approach

2026-06-30T08:00:18SE Asia Daylight Time

The comparative study of linguistic expressions that convey happiness and sadness offers valuable insights into the conceptual system of language users within a given society. This research aims to elucidate the conceptual system of Thai speakers through an analysis of linguistic expressions functioning as conceptual metaphors for happiness and sadness in the Thai language. The data are drawn from literary works that received the Southeast Asian Writers Award (S.E.A. Write Award) and were published between 1979 and 2023. The analysis is grounded in cognitive linguistic frameworks, including Conceptual Metaphor Theory, Prototype Theory, Image Schema, and Construal Theory, in conjunction with theoretical perspectives on the emotions of happiness and sadness. The findings reveal five conceptual metaphors of happiness—HAPPINESS IS LIGHT, HAPPINESS IS UP, HAPPINESS IS LIQUID, HAPPINESS IS PROPERTY, and HAPPINESS IS FOOD—and four conceptual metaphors of sadness—SADNESS IS DARKNESS, SADNESS IS DOWN, SADNESS IS LIQUID, and SADNESS IS FOOD. The analysis demonstrates that these conceptual metaphors reflect systematic mappings between domains of experience, thereby uncovering the underlying conceptual organization of Thai speakers. Overall, the study provides linguistic evidence for the cognitive mechanisms through which Thai people conceptualize emotional experiences.

Development of Skills of Analytical and Interpretive Reading for Undergraduate Students Using the Four-Step Principles of Effective Reading by Siwakarn Patoommasoot

2026-06-30T08:00:19SE Asia Daylight Time

The objectives of this study were twofold: (1) to investigate the development of analytical and interpretive reading skills among first-year students majoring in Thai language through the implementation of Siwakarn Patoommasoot’s Four-Step Effective Reading Principles, and (2) to examine students’ perceptions toward the learning management based on these principles. The sample consisted of 65 first-year students enrolled in the Thai Language Program, Faculty of Education, Buriram Rajabhat University, in the second semester of the 2025 academic year. The research instruments included ten instructional lesson plans with a total duration of 12 hours, a formative assessment of students’ analytical and interpretive reading development, and a questionnaire measuring students’ opinions. Data were analyzed using mean, standard deviation, and percentage. The results revealed a continuous improvement in students’ analytical and interpretive reading skills. The mean score increased from 4.69 in the initial assessment to 8.23 in the final assessment, with a statistically significant difference at the .05 level. The majority of students demonstrated good and very good levels of development, accounting for 47.69% and 38.46%, respectively. Overall, students’ perceptions of the learning management were at a high level ( = 4.47, S.D. = 0.69), with the highest ratings observed in the areas of assessment and evaluation, as well as instructor performance. In conclusion, the implementation of Siwakarn Patoommasoot’s Four-Step Effective Reading Principles was effective in enhancing students’ analytical and interpretive reading skills and was highly positively perceived by the students.

Halal Innovation: Opportunities and Challenges in the Development of the Thai Halal Industry

2026-06-30T09:09:17SE Asia Daylight Time

Amid intensifying global competition, the Thai halal industry is facing a critical turning point within a global halal market currently valued at over 2.8 trillion USD and expected to reach 9.45 trillion USD by 2034.This study aims to analyze the role of “halal innovation” as a decisive factor for the sustainable development and global competitiveness of the Thai halal industry. The primary problem the industry is facing is its reliance on traditional production, lack of application of modern technology, and an inability to create differentiation to meet the demands of modern consumers who are concerned with health and sustainability. The study employed documentary research, reviewing literature related to halal innovation, global market trends, and the situation of the Thai halal industry to systematically synthesize opportunities and challenges. The findings reveal that Thailand has immense opportunities to develop halal innovation through the application of advanced technologies such as blockchain for traceability, biotechnology, and artificial intelligence, on the basis of the “Halalan Toyyiban” principle as its core. However, the industry faces four significant challenges: 1) structural and policy issues, 2) capital and investment, 3) human resources, and 4) perception and acceptance. The study concludes that innovation is not an “option” but a “necessity” and the key to leading the Thai halal industry to a position of sustainable leadership in the global market.

Development of Halal Logistics Standards in Thailand: Challenges and Issues in Halal Certification

2026-06-30T08:00:20SE Asia Daylight Time

In the contemporary global halal industry, halal assurance extends beyond production processes to encompass the entire supply chain, with logistics playing a critical role in safeguarding halal integrity. This article examines the development, structure, and role of Thailand’s halal logistics standards within the halal supply chain framework, with particular emphasis on warehousing, transportation, and distribution as systemic mechanisms linking production to the market.

This study employs an analytical literature review of research and academic works on halal supply chain and halal logistics, combined with an analysis of Thailand’s halal standards and regulatory documents. The findings indicate that halal logistics standards in Thailand are characterized by an integrated structure embedded within the overarching halal standards, which elevates logistics from a technical function to a key component of halal governance. However, this structure presents limitations in terms of the clarity of regulatory scope, consistency in interpretation, and the effectiveness of certification and control processes in practice, particularly in complex logistics activities such as warehousing, transportation, and transshipment points.

The study highlights the need to develop a more clearly defined and system-oriented regulatory framework that aligns with modern logistics contexts and effectively addresses the complexity of the halal supply chain.

“Liberty Leading The People” background, significance, and influence

2026-06-30T09:12:17SE Asia Daylight Time

The objective of this article is to develop an understanding of the painting Liberty Leading the People, one of the world’s most renowned artworks, through the explanation and analysis of three aspects of the painting: (1) the historical background of the artwork, including the history of the artist, Eugène Delacroix, and the French Revolution of 1830, which served as the inspiration for the work.; (2) the meaning of the painting in terms of both form and content, including its pyramidal composition, the emotional expression characteristic of Romanticism, and its symbolic interpretation; and (3) the influence of the painting after its exhibition and reception. The examination of these three aspects reveals that the painting’s most significant value lies in its message of “collective resistance in the struggle for rights and freedom against oppressive rulers.” Subsequently, this significance of the painting has become an essential element in various forms of artistic works at both international and local levels.

Book Review: Modern Chinese History

2026-06-30T08:00:16SE Asia Daylight Time

This book review article on Modern Chinese History aims to analyze the book’s content, key concepts, and scholarly contributions in explaining China’s development during a critical transitional period in its history. The article highlights the importance of studying modern Chinese history as a key to understanding contemporary China, particularly in the context of the “Century of Humiliation,” which reflects both the decline of the Chinese empire and China’s efforts to search for a path toward modernity. The book covers a wide range of topics, from the late Qing dynasty, the Opium Wars, and internal crises such as the Taiping Rebellion, to reform movements and the political transition to the Republic, culminating in the establishment of the People’s Republic of China. It also addresses the roles of the Chinese Communist Party and the Kuomintang, as well as the conflicts between the two parties and the civil war that led to a transformation of the political system. Furthermore, the article emphasizes the importance of studying history through multiple perspectives in order to open up space for comprehensive interpretation—an approach that is clearly reflected in this book.

Appendix

2026-06-30T08:00:17SE Asia Daylight Time

วารสารศิลปศาสตร์ มหาวิทยาลัยรังสิต

Contents

Editorial Note

Editorial Board

Metadiscourse Markers and Visual Elements in International Business Magazine Advertisements: A Study of The Finance and Media Industries

Language Features of Signage in Mueang Ake Area, Pathum Thani Province, in Perspective of Linguistic Landscape

A Study of English Code-mixing Used by LGBTQ+ Characters in the “Pee Nak” Film Series

Conceptual Metaphor of Happiness and Sadness in Thai: A Cognitive Linguistics Approach

Development of Skills of Analytical and Interpretive Reading for Undergraduate Students Using the Four-Step Principles of Effective Reading by Siwakarn Patoommasoot

Halal Innovation: Opportunities and Challenges in the Development of the Thai Halal Industry

Development of Halal Logistics Standards in Thailand: Challenges and Issues in Halal Certification

“Liberty Leading The People” background, significance, and influence

Book Review: Modern Chinese History

Appendix