Asia Social Issues

The Semiotic Analysis of OTOP Advertisement Poster 2010-2023 Paradigm of Thailand Local Image Development

Piti Maneenetra — 2025-09-25

The article investigated the OTOP Advertisement Poster (OAP) within the period of 2010 – 2023 as the local revolution phenomena in Thailand by semiotics analysis. To address the first research question: What factors in OTOP public policy influence media design communication targeted at audiences? and the second research question: How is the value of Thai locality communicated through the OTOP image? From the paradigm of public sector of local image communication, many clues can appear in media that cannot specify visual concepts of certain identities, and design characteristics are broadly mere ideations. Questioning OTOP brand image, semiotic framework select sample from different 3 main events which can be filtrated by 59 samples from 410 namely OTOP City (OC), OTOP Midyear (OMY) and OTOP Silpachep (OSP). The findings revealed 11 signifier categories, which researchers identified as controllable through 6 internal significations, namely; 1) Wisdom-Identity, 2) Spatial-Cognition, 3) Femininity-Ideal, 4) Geographical-Product, 5) Traditional-Monarchy, 6) Modernism-Innovation and external signification 7) Tangible-Value, 8) Fortune-Auspicious, 9) Nourishment, 10) Population, 11) Period Time-Festive. Social reproduction of design language on OAP created the norms consisting 5 different parts listed as: i) Femininity ideal, ii) Realm of decoration, iii) Western signifying the perception of modernity, iv) The researchers view locality as a political reflection and associate it with v) beliefs rooted in tradition and culture. OAP criticism is the social discourse of Thailand’s local image design development. Policymakers should consider decentralizing and reorganizing according to the 4D model to lay the foundation of sustainable local development.

Success in Sustainable Community Enterprise Operations in Pathum Thani Province, Thailand

Phisit Phiphoppornphong — 2025-09-25

This study aims to (1) examine the participation and management processes of community enterprise members in Pathum Thani province and (2) evaluate the success of sustainable community enterprise operations in Pathum Thani province. This quantitative study collected data from 362 representatives of community enterprise members in Pathum Thani province, using stratified random sampling based on population proportions. The research tool was a questionnaire, and data were analyzed using statistical software. The statistical methods included percentage, mean, standard deviation, and stepwise multiple regression analysis. The study found that (1) Member participation in community enterprises was high in all aspects: participation in decision-making, evaluation, development, and benefit-sharing, respectively. As community enterprise management processes, all aspects were at a high level: directing, controlling, planning, staffing, and organizing, respectively. (2) The success of sustainable community enterprise operations was in all aspects, including production, management, finance and investment, and marketing. Additionally, the study found that member participation and community enterprise management processes positively influence the success of sustainable community enterprise operations in almost all cases, with statistical significance at the 0.05 level. Additional guidelines for developing community enterprises in Pathum Thani province should consider internal organizational factors, such as continuous product development, and external organizational factors, such as promoting knowledge of sales channels in modern marketing.

A Literature Review and Case Analysis of Nature-Based Healing and Multisensory Digital Technology in Open-Plan Office Spaces

Shijie Wu — 2025-09-25

This paper adopts a combination of systematic literature review and comparative case analysis to explore the integration mechanism and application benefits of nature-based healing concepts and multisensory digital technology in open-plan office design. First, the study constructs a theoretical framework centered on “technology-experience-culture” . It systematically reviews improve the intrinsic mechanisms by which nature-based healing and multisensory interaction employees’ mental health, restore attention, and stimulate creativity. Second, through a comparative analysis of typical cases such as virtual reality immersion experiences, dynamic lighting control, natural element integration, restorative space design, and biophilic design, the paper reveals the complementary relationship between digital technology and physical natural elements in spatial design. It also identifies the respective challenges of data privacy, ethical risks, and technical feasibility in achieving sensory coherence, emotional adjustment, and cultural adaptation. The research found the positive impact of natural healing and multi-sensory digital technology on optimizing the office environment. Also, they provided a theoretical basis and practical inspiration for future research on intelligent sensory interaction and personalized space adaptation. This study aims to promote a higher level of interdisciplinary integration in open-plan office design and lay a solid foundation for subsequent empirical research.

The Development of Body Movement Activity Program for Upper Elementary School Students

Chokchai Dongkaew — 2025-09-25

This study developed and evaluated a physical movement activity program for upper elementary students, focusing on three objectives: (1) program development, (2) improving learning capabilities, and (3) assessing its impact on knowledge, skills, and desirable characteristics. Conducted over eight weeks with three 50-minute sessions per week, the study involved 40 randomly selected students from 185 at Kasetsart University Laboratory School. Data analysis included validity and reliability testing, pre- and post-intervention comparisons, dependent t-tests, and descriptive statistics. Research instruments included a program manual (reliability = 0.82), knowledge and characteristics tests (difficulty index = 0.71, discrimination index = 0.41), and a skill test (reliability = 0.87, validity = 0.81). Results showed statistically significant improvements (p < 0.05) in knowledge and movement skills, along with enhanced self-confidence and teamwork. Quantitative analysis revealed increased average scores for both knowledge and physical movement skills post-intervention. This research highlights an engaging and challenging program that fosters physical movement and provides valuable insights for further refinement, ensuring continuous opportunities for students to develop their movement potential.

The Persistence of Cigarette Smuggling: The Case of General Santos City, Southern Philippines

Lesly Marie V. Dijan — 2025-09-25

Transnational trade and economic integration have intensified exchanges of goods, but they have also exacerbated the rise of illicit activities, including cigarette smuggling, particularly in General Santos City, Southern Philippines. This study examines how regulatory gaps, enforcement limitations, and economic incentives contribute to the persistence of cigarette smuggling in context. Employing a descriptive case study research design, this study integrates archival research and phenomenological inquiry to analyze the structural and institutional factors. The researchers collected primary data through Key Informant Interviews (KII) with law enforcement officials and industry stakeholders’ who shared their lived experiences. They obtained secondary data from government reports, and electronic records. Findings indicate that the absence of a localized anti-smuggling ordinance, regulatory capture, and resource constraints among enforcement agencies significantly hinder smuggling deterrence. Additionally, the city’s vast coastal geography provides multiple entry points for illicit cigarette shipments, further complicating enforcement efforts. The study underscores the need for a multifaceted response, including local anti-smuggling policies a specialized task force, and interagency collaboration. Addressing this critical issue requires a strategic, evidence-driven, collaborative approach that aligns with broader national and regional policy frameworks.

Experts’ Views on Science Communication Barriers: A Thai Perspective

Patcharapan Siriwat — 2025-09-25

This qualitative study investigates the factors or concerns science communicators/specialists perceive as obstacles to successful science communication in Thailand. The participants are five scientists engaged in science communication activities, two officers working as policy or science communication specialists, and five people who had received information through various science communication formats or believed in non-scientific information. The researcher examined science communication activities performed by some of the participants and conducted semi-structured interviews with twelve participants. Findings from inductive theme analysis reveal that science communicators have experienced significant obstacles, including 1) The negative impact of misapprehension about science, people’s uncritical thinking, and perfunctory behaviors, 2) insufficient administrative support, and 3) inconsistency between the nature of science and the needs of audiences. In conclusion, the underlying causes of problems and obstacles are the extent to which current science education does not provide a solid foundation for people to recognize the benefits and importance of scientific knowledge in everyday life and does not encourage people to become scientifically literate.

The Influence of Organizational Culture on Ethical Leadership of Sub-district Municipality Executives

Chardchai Udomkijmongkol — 2025-09-25

This study highlights the significant role of organizational culture in shaping ethical leadership among sub-district municipality executives. The findings indicate that a strong organizational culture-particularly in terms of participation and mission-oriented values-positively influences ethical leadership. While the study does not directly measure the impact of ethical leadership on service quality, the emphasis on ethical behavior and social responsibility suggests a potential link to improved governance and public service delivery. Future research should further investigate this relationship by assessing the direct effects of ethical leadership on the quality of local government services. The following equation expresses the above result: Y=1.728+0.179X₁ + 0.213X₂

Understanding Retirement Transitions: A Comprehensive Review of Theoretical Frameworks

Nattha Lertpanyawiwat — 2025-09-25

Retirement is a transformative life event that exerts a substantial impact on the psychological, social, and behavioral well-being of individuals. This article conducts a comprehensive review of diverse theoretical frameworks, encompassing self-determination theory, life-span developmental frameworks, gerontology and aging theories, empowerment theory, social support and social exchange theories, alongside occupational psychology and organizational behavior theories.

Utilizing a synthesis approach involving over 30 articles, we meticulously curated a selection of 10 articles closely aligned with retirement theories. This article critically dissects these foundational theories essential for understanding the nuances of retirement. It emphasizes the pivotal role of theoretical frameworks in molding research and shedding light on the multifaceted elements influencing retirement adaptation and overall well-being. These elements span psychological, social, emotional, physical, occupational, financial, relational, and community.

In the conclusion, we delve into the implications of employing theoretical frameworks for future research that harmoniously integrates multiple theoretical perspectives. Furthermore, the article posits that these frameworks can serve as the cornerstone for designing effective interventions and programs aimed at aiding individuals in successfully navigating the intricate challenges of retirement transitions.

The Use of Emojis in Written ELF Communication through Social Network Sites by Thai and Non-Thai Communicators

Raenumart Chantarasirirat — 2025-09-25

This research aims to address the gap regarding the use of emojis in written EMC. Specifically, the study seeks to 1) Identify the most and least commonly used emojis in online ELF communication by Thai and non-Thai users, 2) Explore how people utilize these emojis in digital conversations, and 3) Examine whether there are significant differences in emoji usage between the two groups. The study employed a survey methodology to explore their usage patterns and emotional responses toward emojis. The results revealed that the emoji ‘Face with tears of joy’ was the most frequently selected, while the ‘Eggplant’ emerged as the least utilized. Additionally, the findings suggest that facial expression emojis demonstrate significant versatility in conveying a wide array of meanings; the analysis revealed a notable level of consensus in the emotional interpretation of emojis among the participants. The nature of the relationship between the communicators influences the emoji usage patterns. In summary, most participants, irrespective of nationality, preferred incorporating emojis in communication with friends, underscoring the social function of these digital symbols in informal, interpersonal exchanges. Also, the additional findings from the interviews have implications for enhancing intercultural communication strategies and promoting successful interactions among diverse communicators in the evolving realm of EMC.

An Administrative Model of Educational Management in a Multicultural Society for Ethnic Groups: A Case Study of Watdonchan School

Jiraporn Supising — 2025-09-25

The objectives of this mixed-methods research were to investigate the current states and requirements, study the educational management guidelines, construct an educational administration model, and evaluate the administrative model of educational management in a multicultural society for ethnic groups: A case study of Watdonchan School. The instruments used were an in-depth interview with a semi-structured interview form, a drafted model, a verification form, and an evaluation form. Data were analyzed using percentages for a verifying form, the mean and standard deviation for an evaluation form, content analysis for a semi-structured interview form, and classified by issues for a drafted model. The results revealed as follows: The current states and requirements for educational management consisted of seven aspects; the guidelines for educational management consisted of five aspects; the development of an administrative model of educational management comprised five model components as follows: principles, purposes, guidelines of implementation, evaluation, and conditions for success; the verifying results of the accuracy and suitability were overall at 100.00 percent; and the evaluation results of the benefit and feasibility were overall at the highest level.

Who Gets to Tell the Non-Normative Stories? Cisgender Positionality in Constructing Thai Gay Identity

Thanawut Sreejak — 2025-09-25

This study analyzes heteronormative discourse in constructing Thai gay identity through cisgender positionality in Watchara Pan-Iam’s 1997 non-fictional text Maa Pen Gay Gan Toe (Let Us Be Gay). Through systematic close reading analysis of linguistic patterns, semantic structures, and thematic elements, this study demonstrates how Pan-Iam’s text reinforces cisheteronormative perspectives through strategic use of gender-neutral language, reduces gay identity to stereotypical roles in entertainment and beauty industries, and deflects engagement with non-normative rights through superficial activist discourse. The findings reveal how cisgender author positionality can perpetuate systemic inequities in Thai non-normative representation, contributing to both queer literary criticism and Thai gender studies by establishing frameworks for evaluating cisgender-authored narratives about marginalized identities.

Social Influence on Motivation and Job Insecurity among Thai Gig Economy Riders

Teerathep Thepprasarn — 2025-09-25

This research study provides insight into the gig economy’s operational form in Thailand, focusing on digital platform-driven employment, specifically for motorbike riders. It extends current research by exploring the socio-economic impacts, job uncertainty, and the interaction between extrinsic and intrinsic incentives. The study employs a quantitative methodology using a cross-sectional survey and structural equation modeling to assess gig workers’ perceptions of job insecurity. The model includes social influence, motivation, and demographic factors.
The results reveal that perceived social pressure influences extrinsic and intrinsic motivation and job insecurity. Intrinsic motivation is identified as a protective factor against job insecurity, emphasizing the need to align gig work with workers’ preferences, needs, and values, with a focus on mental health. In contrast, extrinsic motivation increases job insecurity and is positively linked with extrinsic motivation, highlighting the mutual relationship between monetary rewards and insecurity.
This research fills a gap in understanding Thailand’s gig economy and supports developing policies and platform designs that capture motivational gains while addressing the socio-economic challenges faced by gig workers. It provides guidance on promoting an optimistic gig economy, including social protection measures, fair wages, and employment legislation to protect gig workers.