“THAI TEACHER” THE RELATIONSHIP BETWEEN LANGUAGE AND IDEOLOGY IN NEW MEDIA

Abstract

This research aims to analyze linguistic strategies that convey ideas about Thai teachers in new media. Using a critical discourse analysis methodology, data were collected from 30 YouTube videos and 6 Facebook pages. The results revealed four sets of ideologies for Thai teachers in new media: 1) Teachers as national role models, 2) Teachers as sacrificers, 3) Teachers as benefactors, and 4) Teachers as ordinary people. In terms of discourse practices, the results were divided into two parts: 1) the production and distribution process of texts, which is the production and distribution process through the perspectives of policymakers, independent organizations, and teachers, and 2) the reception and interpretation process of texts. These are divided into two groups: 1) those receiving information directly from texts, and 2) those receiving information indirectly from texts. In terms of social practices and cultural practices, the findings can be categorized into two main issues:1) the influence of Thai social thought and culture on the "Thai Teacher" ideology; and 2) the potential impact of the "Thai Teacher" ideology on Thai society. This research highlights the role of language in shaping society's perception of the teaching profession. New media can help society avoid being swayed by dominant ideologies and serve as an important guideline for promoting change and developing the potential of Thai teachers in the future.