https://rsujournals.rsu.ac.th/index.php/jla วารสารศิลปศาสตร์ มหาวิทยาลัยรังสิตมีวัตถุประสงค์เพื่อเผยแพร่ความรู้ ความคิด ผลงานวิจัย และ ผลงานทางวิชาการด้านศิลปศาสตร์.... College of Liberal Arts, Rangsit University en-US วารสารศิลปศาสตร์ มหาวิทยาลัยรังสิต 3027-8902 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3515 <p>-</p> jla manager ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3516 <p>-</p> jla manager ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 4 5 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3517 <p>-</p> jla manager ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3370 <p>Xi’an is a city of profound history and cultural heritage, encompassing both ancient wonders and modern charm under the explosion of digital communication. This research aims to study the potential of Xi’an city to a smart tourism and explore significances of social media to the tourism. The study used an in-depth interview and questionnaire survey for data collection. The representatives from tourism service areas, including (1) the basic services; catering, hotel, and transportation, (2) a recreation tourism; sightseeing, shopping, and entertainment, (3) sport and health tourism, and (4) education and life-learning tourism, are determined for interviewing. The use and satisfaction of Xi’an’s tourists with social media, coupled with understanding and perception of the values of smart tourism are raised in the questionnaire. Importance-Performance Analysis is applied for addressing the improvement of online media quality to tourism service in Xi’an. The findings are that social media is highly significant to tourism communication for tourists and tourism services provided, and the potential of Xi’an for smart tourism is outstanding as showing the readiness in the criteria of data driven, real-time response, intelligent recommendation, multidimensional interaction, and tourism innovation. The study also found that different tourists have different perceptions and expectations of smart apps for tourism communication. Most tourists utilize social media for every tourism activity, but their satisfaction is contributed to only two service areas, including recreation tourism and sports and health tourism. The quality of smart media integrated into basic tourism services requires immediate improvement to meet a more personalized and high-quality travel experience provided. The enhancement of smart tourism in Xi’an needs to be continuously improved through the joint efforts of all stakeholders to reach international visibility and reputation, and the city goal of sustainable development, accordingly.</p> Xizhu Wang Taksina Chai-ittipornwong Panom Wansiri ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 7 22 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3371 <p>This research aims to explore the adaptation of Chinese TV drama to the popularity of online media by interviewing the experts in TV drama production and business, and examine the influences of online drama to the love life of Chinese female generation Z. Coupled with 5 dramas as cases study for getting lists of love-life performances shown in the dramas and the social norms in relevance, a questionnaire survey is used for the gen-Z’s opinion on their love life, including sextual intercourse, lover, and marriage. The findings are that TV dramas have been absolutely converged with online applications, more commercialized in production, and transferred to digital-marketing-business format for customized audience. Using social media language, faster storytelling, and a push of heat-network-index for pay-per-view increase as mainstream income are found in the TV drama adaptation. The others are drama is the favorite entertainment in life of Chinese female gen-Z, theme of love life is still popular for online audiences, and TV drama has low impact on the love life of Chinese female gen-Z, especially in lover and marriage aspects. The possible influences of TV drama include having sex with the lover and dreaming of a romantic moment of wedding party. The norms of love life in sexual intercourse and marriage are considered significantly, and highly concerned to lover aspect. &nbsp;&nbsp;&nbsp;The research also found that the Chinese female gen-Z is totally against the norm that happy marriage referring to a woman’s success.</p> Danhua Zhu Taksina Chai-ittipornwong Panom Wansiri ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 23 38 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3396 <p>Dating TV program becomes a popular entertainment closely related to the evolution of family structures and the elderly’s emotional needs. The research explores the characteristics of Chinese audiences to dating TV program, conclude the failure and success factors, and propose the format of dating TV program suitable for the elderly. The research uses comparative analysis on related documents, an interview with the experts in dating TV programs, and questionnaire survey on the program audiences. Findings of the audience’s preferences are that, for single guests, having relationship of family members and rich life skills, and, for program contents, avoiding expression of intimate relationships among single guests, showing interactive activities based on everyday life practices, and choosing the outdoor dating location. The most preferable advantage is that dating TV programs can improve their social isolation and loneliness in elderly life. The other finding is the failures including performative and superficial setting for single guests, hasty decision due to speed dating, lack of truthful information, and too commercial and stylized advice from observation guests. Key success factors of dating TV programs for the elderly are audience motivation for relational transformation, target audience, program format, emotional needs, life story of guests, and role of the host. Final format of dating TV program for Chinese elderly is contributed to 5 attributes; meet social and emotional needs, provide diversified and attractive contents, touch their real-life problems, open for audience participation, and integrate Chinese traditional cultures into the program content.</p> Jiequn Wang Prapas Nuannet ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 39 54 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3295 <p>This research aims at studying of the comparative structures of face idioms in Vietnamese. The data of 63 Vietnamese idioms were collected from 2 Vietnamese dictionaries. The 9 body parts were found from the studied result of the comparative structures of face idioms: “họng (neck)”, “đầu (head)”, “khẩu, miệng, mỏ, mồm (mouth)”, “lưỡi (tongue)”, “mắt (eye)”, mặt (face)”, “môi (lip)”, “tai (ear)” and “tóc (hair)”. “mặt (face)” was mostly found 31 expressions, followed secondly by “mắt (eye)” found 10 expressions, and the least was “đầu (head)” found 6 expressions. Additionally, based on the criteria of comparative words and word classes, the study of the structures of Vietnamese face idioms can be divided into 3 groups; that is, the 15-found comparative structure “như”, the 3-found comparative structure “hơn”, and the 1-found comparative structure “bằng”.</p> เล หง็อก เวือง อรวรรณ บุญยฤทธิ์ ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 55 70 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3326 <p>The objectives of this article are: 1. To create Thai culture supplementary reading book for Thai-Korean students, which can help Thai-Korean students to develop knowledge of Thai language and Thai culture. 2. To find the Thai-Korean students satisfaction rate towards the supplementary reading book on Thai culture. The researcher used One-shot case study as a research method, which is an experiment on a single target group. The research results found that supplementary reading book had the performance value of E1/E2 = 84.46/83.92, which reached the specified criteria E1/E2 = 75/75. The satisfaction score of the target group had an average of 4.88, which was the maximum satisfaction rate. This showed that the research tool helped Thai-Korean children to develop Thai reading skills and understand Thai culture. Therefore, the supplementary reading book could be used as a teaching medium for Thai – Korean students.</p> Dachan Lee Nition Pornumpaisakul ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 71 84 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3417 <p style="font-weight: 400;">This research aims to study characteristics and the most frequently used types of English code-mixing in the films directed by Nawapol Thamrongrattarit, including “Mary is Happy, Mary is Happy” (2013), “Heart Attack” (2015), “Die Tomorrow” (2017), “Happy Old Year” (2019), and “Fast &amp;amp; Feel Love” (2022), along with the study of the nativized features of English code-mixing. The investigation utilized six classification frameworks proposed by Kannaoakun and Gunther (2003), which included truncation, hybridization, conversion,<br>semantic shift, reduplication, and word order. The analysis of 463 words revealed that the most frequently used in the intra-sentential code-mixing were nouns at 259 words (55.94%). Regarding the nativized features, the results showed that truncation was the most common at 60 words (50.42%). This was followed by hybridization at 29 words (24.37%), conversion at 14 words (11.76%), semantic shift at 10 words (8.40%), reduplication at 4 words (3.36%), and word order at 2 words (1.68%) respectively.</p> Nattapon Kuptanaroaj Jirayut Thangjit Witsanuphong Suksakhon Sirimon Srinoparut ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 85 100 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3423 <p>This research aimed to analyze techniques and methods used in translating with cultural terms in the translation of the script of the movie, "Love Destiny 2", which was shown in 2022. The movie was based on a retro-romantic comedy film jointly produced by GDH and Broadcast Thai Television Company Limited. The study includes 58 Thai subtitle samples, which were analyzed using eight translation strategies of non-equivalence at the word level proposed by Baker (1992). The research found 58 cultural items translated according to Baker’s strategies. The result of this study revealed that the translator mostly used related words to paraphrase cultural terms in the source text (25.86%), followed by translation by paraphrasing cultural terms using unrelated words (20.69%) and by using more neutral/less expressive words (18.97%), respectively. The translator did not implement all translation strategies suggested by Baker (1992) since the research found no use of translation by using illustration. For further studies, there should be more analysis of translation theories given by other theorists. In addition, further research should be conducted using different movie scripts translated by other translators to understand how translators deal with cultural differences in translation.</p> Pawarisorn Somsin ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 101 114 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3514 <p>The role of women in Japanese society since ancient times was only that they were housewives who took care of their husbands, parents-in-law, and children. But when entering the late Edo, Meiji, Taisho, and Showa eras, the role of Japanese women changed. This article focuses on and aims to present a reflection on the roles of Japanese women that changed from various occupations during that era through the Japanese morning drama "Asadora" (Japanese: 朝ドラ; Romaji : Asadara) from Japanese online resources It includes information on websites and history books related to the country's modernization to meet the West during the late Edo, Meiji, Taisho, and Showa periods. This article summarizes the role of Japanese women's career changes from receiving a Western education. This can be seen from the variety of occupations of women that appear in Asadora.</p> Pimhatai Boonpanyarote ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 115 131 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3518 <p>-</p> jla manager ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 https://rsujournals.rsu.ac.th/index.php/jla/article/view/3433 <p>This article aims to introduce Sara Ahmed's book "The Cultural Politics of Emotion" as an influential work in cultural politics and affect theory. The study found that the book provides clear and concrete examples of how to apply affect theory to social and political issues. Ahmed offers a framework for understanding cultural politics that can deepen our understanding of social and political phenomena such as nationalism. In addition, the author presents an approach that can be interestingly applied to affect theory for the humanities and social sciences issues.</p> Woratep Wongsuppakan ##submission.copyrightStatement## 2024-06-28 2024-06-28 19 2 132 147