Linguistic Strategies Used in Horoscope Predictions on Thairath Online

Abstract

This research article aims to analyze linguistic strategies used in weekly horoscope columns on the Thairath Online website. Data were collected from predictive texts published in the weekly horoscope column from January 1 to December 31, 2024, covering 52 weeks in total. The data were analyzed using the linguistic strategy framework of Chantima Angkaphanichkit (2014), focusing on strategies at the semantic and pragmatic levels. The findings identified two main strategy types: semantic strategies, involving four positively ambiguous vocabulary groups ("good/better," "accomplished/successful," "outstanding/satisfying," and "wish fulfillment"); and pragmatic strategies, comprising assertive and warning speech acts, presupposition, and four conceptual metaphors "Disease Is a Visitor, Money Is a Liquid, Work Is a Performance, and Life Is a Journey." Both strategy types work together through positive language and semantic ambiguity to foster hope, reduce anxiety, and create a sense of personal understanding, with pragmatic strategies appearing more frequently overall. Understanding these strategies enables readers to engage with horoscope content more critically.