The Relationship between Linguistic Strategies and Set of Ideas about Being a Teacher in a Short Film on Teachers by 7-Eleven

Abstract

The objective of this present research is to analyze the relationship between linguistic strategies and set of ideas about being a teacher in the 7-Eleven short film, “Teacher.” This set of ideas has been acquired through the use of Discourse Theory as an analytical framework along with analyzing thirteen short films from 2012 to 2022 on the YouTube channel of 7-Eleven. The research findings revealed that there were three set of ideas that reflected teachers’ characteristics: being dedicated, being compassionate, and having the ability to develop students into full, complete individuals. The aforementioned set of ideas were conveyed through nine linguistic strategies: lexical selection, modality, metaphors, contrastive sentence structure, rhetorical inquiries, intertextuality, presupposition, sentences describing causes and effects, and repetition. These linguistic strategies play a critical role in emphasizing set of ideas regarding teaching profession more explicitly. In addition, the set of ideas discussed in this particular short film may influence the determination of the desirable qualities of teachers in Thai society, which may eventually become a social norm.