LINGUISTIC STRATEGIES AND REPRESENTATIONS OF VOCATIONAL EDUCATION STUDENTS IN THE 'ARCHIWHA TV' PROGRAM

Abstract

          This article aims to analyze the linguistic strategies that present representations of vocational education students in the media narratives of ARCHIWHA TV, and the representations presented through the linguistic strategies of vocational education students in the media narratives of ARCHIWHA TV. This is a qualitative research study. The data were collected from 89 videos of media narratives on the ARCHIWHA TV channel on the YouTube website between 2021 and 2023. The data were analyzed by applying the concept of linguistic strategies based on semantic approaches and pragmatic strategies, together with the concept of representation.

            The analysis of the linguistic strategies of vocational education students in the ARCHIWHA TV program revealed three strategies, namely lexical selection, the use of narratives, and the use of metaphor. The linguistic strategies identified conveyed five positive representations of vocational education students, namely: vocational education students are persons who have love for their peer group; vocational education students are persons who have pride in their institution and their educational cohort; vocational education students are persons who have respect and honor for others; vocational education students are persons who engage in honest and rightful occupations, possess specialized skills, and play an important role in society and the nation; and vocational education students are persons who are able to learn, change, and develop themselves until they achieve success in the future. In addition, three negative representations of vocational education students were found, namely: vocational education students exhibit violent behavior; vocational education students exhibit behavior involving the use of narcotics and the consumption of alcoholic beverages; and vocational education students are persons who pose a danger to society.

            The research findings reflect that the linguistic strategies of vocational education students play an important role in constructing the representations of vocational education students in Thai society, by reinforcing pre-existing negative representations and by presenting positive representations in order to create awareness and to foster a more multidimensional understanding of vocational education students.