Synthesis of Knowledge of Rhetoric in Thailand: A Study from Research (ฺB.E. 2561-2567)

Abstract

This research is a qualitative study aiming to explore rhetorical studies in Thailand. A total of 13 research works were found from officially published sources. These studies, conducted between 2018 and 2024, relate to the field of rhetoric and can be categorized into three dimensions: (1) rhetoric in history, language, and Thai literature (5 studies); (2) political rhetoric (2 studies); and (3) mass communication rhetoric (6 studies). The research was carried out under rhetorical knowledge frameworks influenced by Western traditions, as well as by integrating rhetorical knowledge with Thai contexts. Key challenges and future trends include: (1) the complexity of new media contexts; (2) the development of rhetorical analysis tools; and (3) interdisciplinary integration. While Western influence has contributed to advancing rhetorical knowledge, certain critiques have also emerged: (1) an emphasis on Western theories may lead to the neglect of indigenous rhetorical traditions, such as Buddhist rhetoric or communication within Thai rituals; and (2) the teaching of rhetoric sometimes lacks genuine integration with the Thai context, relying too heavily on foreign case studies. Thus, rhetoric in Thailand during the digital age is highly dynamic and increasingly significant, both positively and negatively. People can communicate and persuade each other rapidly without relying on mainstream media, yet they also face challenges from misinformation and irresponsible communication. Therefore, the study of rhetoric and critical analysis has become an essential skill for digital citizens.