The Study of Language Strategies and Content Presentation on Social Media in Mae Pranom Facebook Fanpage

Abstract

The purpose of this research was to study language strategies and advertised contentpresentation as publicized on Mae Pranom's fan page (http://maepranom.com) by using content analysis from text and images posted on the fan page. Data was collected from ninety texts collected between June 2011 and April 2022. The tools used in this research were in the form of data records. These data records were used to analyze two items, namely language strategies and content presentation. This was a qualitative study in a descriptive analytical style.

            The results showed that Mae Pranom's Facebook fan page focused on meaningful communication that made it easy for readers to understand the clear and straightforward message by using various forms of humour language strategies, either through the use of symbols, exaggeration, controversy, foreign language, figures of speech or unexpected endings. These tactics all caused the message to be received in an entertaining and fun way. The fan page created language strategies to convey meaning by bringing stories to the readers of current situations or events that have occurred in Thai society. This has become a key feature of the fan page. Also, this clearly demonstrates the dynamics of the Thai language in the digital age. This approach was devised in order to communicate the meaning and context of the products to the consumers through creative language story-telling. Consequently, the consumers became familiar with the Mae Pranom fan page. This could also work as a form of hidden advertising of their own products.