|
A comparative move analysis of principals’ messages of independent schools in the UK and British international schools in Thailand |
|---|---|
| รหัสดีโอไอ | |
| Title | A comparative move analysis of principals’ messages of independent schools in the UK and British international schools in Thailand |
| Creator | Chanaradee Tupjaiharn |
| Contributor | Chanika Gampper, Advisor |
| Publisher | Thammasat University |
| Publication Year | 2568 |
| Keyword | Move analysis, Principals' messages, Promotional genre, Passive voice |
| Abstract | This study compares the moves and passive voice usage in principals' messages from independent schools in the UK and British international schools in Thailand. The increasing trend of Thai students studying abroad and the importance of principals' messages in school marketing provide the background. The objectives were to compare the moves in the promotional genre and the passive voice usage in these messages of 64 principals' messages (32 from each country). The findings indicated that while both types of schools generally adhere to promotional genres, there are differences in linguistic usage particularly in the use of passive voice, and in the specific emphasis of persuasive appeals. British international schools in Thailand used passive voice more extensively to formalize their offer and emphasize theirBritish heritage. Thai schools emphasized international recognition and UK quality, whereas UK schools highlighted tradition and cultural values. The study provides an insight into the rhetorical climate of education marketing across markets and cultures. |
