Chinese’s New Year: Linguistic Strategies in Online Public Relations Posters of the Confucius Institute in Thailand

Authors

  • Li Jian Thai Program Faculty of Humanities and Social Sciences Bansomdejchaopraya Rajabhat University
  • Sombat Somsriploy Thai Program Faculty of Humanities and Social Sciences Bansomdejchaopraya Rajabhat University

Keywords:

Linguistic Strategies, Online Public Relations Posters, Confucius Institute in Thailand

Abstract

This research aimed to analyze the linguistic strategies in online public relations posters about Chinese’s New Year of the Confucius Institute in Thailand. The research  applied qualitative methodology by collecting information on Chinese New Year’s public relations posters of Confucius Institutes in Thailand from Facebook pages, in a total of sixteen posters and six institutes, from January to March 2023. The results indicated that the linguistic strategies in the Chinese New Year online public relations posters of the Confucius Institute in Thailand comprised of two main strategies as were: a) the nonverbal symbols usage, such as red and gold, lanterns, round fans, peonies, zodiac, and institute sign, b) the verbal usage in four aspects: 1) the basic content of public relations, 2) the slogans and greetings usage, 3) the Chinese and Thai language code-mixing, 4) the rhetorical device usage. Additionally, the results also indicated the main objectives of the strategies implication for conveying the excellent Chinese culture and friendliness between Thailand and China.

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Published

2024-02-22

How to Cite

Jian, L., & Somsriploy, S. . (2024). Chinese’s New Year: Linguistic Strategies in Online Public Relations Posters of the Confucius Institute in Thailand. Journal of Humanities and Social Sciences Bansomdejchaopraya Rajabhat University, 18(1), 289–321. retrieved from https://so08.tci-thaijo.org/index.php/jhusocbru/article/view/2457

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Section

Research Article