Linguistic Uniscapes in Thailand: Tension between Thai and English

Abstract

The aim of this research was to examine the affective stances of Thai and international students toward the linguistic landscapes on university campuses and to explore their lived experiences of signage at both public universities (PUUs) and private universities (PRUs) in Thailand from a multimodal perspective. Three PUUs and three PRUs were investigated, yielding a total of 1,613 signs across six campuses. In addition, 30 participants (15 Thai and 15 international students) engaged in place talk on the campuses. A nexus analysis was applied for both qualitative and quantitative analyses. The findings revealed that both groups expressed positive affective stances toward signs featuring English, images, and colors. Well-designed signs conveyed social meanings to students and enhanced their enjoyment of campus life. By contrast, tensions surrounding the use of Thai and English on signage were highlighted through place talk with participants from PUUs. The finding of this research suggested that bilingual signage that includes both Thai and English in LUs should be prioritized to serve both local and international students. The use of English on campus signage should match the quality of Thai. University authorities need to reconsider the design of top-down signs. Collaboration between university administrations and those involved in signage design is essential for effective management. Finally, awareness of the increasing presence of international students in higher education in Thailand—and in other countries with similar trends toward internationalization—should be raised among university administrations and local students.