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A Study of Collocations and Move Analysis of Online International Hospital Profile 'About Us': a Comparison Between Thai and Singaporean Hospitals

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A Study of Collocations and Move Analysis of Online International Hospital Profile 'About Us': a Comparison Between Thai and Singaporean Hospitals A STUDY OF COLLOCATIONS AND MOVE ANALYSIS OF ONLINE INTERNATIONAL HOSPITAL PROFILE 'ABOUT US': A COMPARISON BETWEEN THAI AND SINGAPOREAN HOSPITALS BY MISS PATTRA SRISUWATANASAGUL AN INDEPENDENT STUDY PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN CAREER ENGLISH FOR INTERNATIONAL COMMUNICATION LANGUAGE INSTITUTE, THAMMASAT UNIVERSITY ACADEMIC YEAR 2016 COPYRIGHT OF THAMMASAT UNIVERSITY Ref. code: 25595821040291AJY A STUDY OF COLLOCATIONS AND MOVE ANALYSIS OF ONLINE INTERNATIONAL HOSPITAL PROFILE 'ABOUT US': A COMPARISON BETWEEN THAI AND SINGAPOREAN HOSPITALS BY MISS PATTRA SRISUWATANASAGUL AN INDEPENDENT STUDY PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN CAREER ENGLISH FOR INTERNATIONAL COMMUNICATION LANGUAGE INSTITUTE, THAMMASAT UNIVERSITY ACADEMIC YEAR 2016 COPYRIGHT OF THAMMASAT UNIVERSITY Ref. code: 25595821040291AJY (1) Independent Study Paper Title A STUDY OF COLLOCATIONS AND MOVE ANALYSIS OF ONLINE INTERNATIONAL HOSPITAL PROFILE 'ABOUT US': A COMPARISON BETWEEN THAI AND SINGAPOREAN HOSPITALS Author MISS PATTRA SRISUWATANASAGUL Degree Master of Arts Major Field/Faculty/University Career English for International Communication Language Institute Thammasat University Independent Study Paper Advisor Chanika Gampper, Ph.D. Academic Years 2016 ABSTRACT This study aimed to investigate the section headings, move patterns and the adjectives used to describe ‘hospital’ in online international hospital profiles (OIHP) ‘about us’ between Thai and Singaporean hospitals. The corpora consisted of eight texts from hospital profile ‘about us’ from Thailand and Singapore. This study adapted the framework of Lam (2009) and Graham (2013) to analyze the section headings and move analysis in genre OIHP ‘about us’ overview and used AntConc, freeware corpus analysis toolkit (Anthony,2014) to seek the collocations between ‘adjectives + hospital’ at left span of 2:0. The results revealed that there were similarities between Thai and Singaporean hospitals in ‘Organization Profile’ that always occurred while three section headings did not exist in OIHP 'about us' in both Thai and Singaporean corpora. However, Thai and Singaporean hospitals OIHP ‘about us’ overview were different in terms of the opening move, weight of moves and move patterns. While Thai hospitals gave more weight to describe their services (Move S), the weight of moves in Singaporean hospitals was more balanced among the self-description (Move D), services (Move S) and credibility (Move C). Moreover, the adjectives were also used differently between Thai and Singaporean hospitals to describe ‘hospital’ in OIHP ‘about us’. In Thai corpus used ‘international’ and Ref. code: 25595821040291AJY (2) ‘private’ to describe the hospitals, whereas Singaporean hospitals used ‘general’, ‘first’ and ‘Asian’ to explain themselves in the OIHP ‘about us’. The findings also illustrated the persuasive strategy with regard to how Thai and Singaporean hospitals utilized language pattern to attract foreign patients to their hospitals through OIHP ‘about us’. Keywords: OIHP 'about us' Overview, Move Analysis, Section Headings,Adjectives Used to Describe 'hospitals' Ref. code: 25595821040291AJY (3) ACKNOWLEDGEMENTS In Remembrance of His Majesty the King, King Bhumibhol Adulyadej, the late King Rama IV who is the Father to the nation. His Majesty King Bhumibol’s selflessness, generosity and compassion will always be remembered. Thanks for being an inspirational leader throughout my life. I will learn to follow in his footsteps forever. I would like to express my deepest appreciation to all those who provided me the opportunity to complete this IS. Firstly, special gratitude is given to my IS advisor, Dr. Chanika Gampper. She consistently provided me her time and steered me in the right the direction whenever she thought I needed it. I also gratefully indebted to the chairman, Assistant Professor Dr. Pragasit Sitthitikul, for valuable comments on this IS. I would also like to acknowledge my appreciation to the university staff at the Language Institute of Thammasat University who have supported me since my first degree with LITU in Graduate Diploma English for Careers in 2014 until now. I am also grateful to Khun Pimkarn Wasuwong, my classmate who provided me the supporting documents for my literature review when I started this IS. I would also like to thank the classmates in CEIC#18 who shared the same journey. Special mention goes to my team at Bumrungrad Academy and my lovely friends who have provided me moral and emotional support in my life. Finally, I must express my very profound gratitude to my parents and my siblings for providing me with unfailing support and continuous encouragement throughout my years of study and through the process of researching and writing this IS. This accomplishment would not have been possible without them. Thank you. Miss Pattra Srisuwatanasagul Ref. code: 25595821040291AJY (4) TABLE OF CONTENTS Page ABSTRACT (1) ACKNOWLEDGEMENTS (3) LIST OF TABLES (6) LIST OF FIGURES (7) LIST OF ABBREVIATIONS (8) CHAPTER 1 INTRODUCTION 1 1.1 Background 1 1.2 Research Objectives 2 1.3 Research Questions 2 1.4 Definition Of Terms 2 1.5 Scope of Study 3 1.6 Limitation of Study 3 1.7 Significance of Study 4 CHAPTER 2 REVIEW OF LITERATURE 5 2.1 Discourse Analysis 5 2.2 Genre Analysis 5 2.3 Move Analysis 6 2.4 Genre 'about us' 7 2.5 Language Used for Persuasive Messages 8 2.6 Corpus 9 2.7 Collocations 9 2.8 Definition and Classification of Adjectives 10 2.9 Previous Studies 10 Ref. code: 25595821040291AJY (5) CHAPTER 3 RESEARCH METHODOLOGY 12 3.1 Corpus Forming 12 3.2 Data Analysis and Procedures 14 3.2.1 Section Headings Identification 14 3.2.2 Move Analysis 14 3.2.3 Adjectives Used to Describe Hospitals 15 3.3 List of Moves 15 CHAPTER 4 RESULTS 19 4.1 Frequency of Section Headings in 'about us' 19 4.2 Move Frequency and Cyclicity 23 4.2.1 Move Sequences 26 4.2.2 Cyclicity of Moves 27 4.2.3 Step Occurrences 28 4.3 Adjectives Collocations Patterns in OIHP 'about us' 29 CHAPTER 5 DISCUSSION, CONCLUSION AND RECOMMENDATIONS 31 5.1 Summary of Results 31 5.2 Discussion 32 5.3 Conclusion 35 5.4 Recommendations 36 REFERENCES 37 APPENDICES OIHP 'About Us' Overview in Singaporean Hospitals 42 OIHP 'About Us' Overview in Thai Hospitals 50 Examples of Concordance Lines of 'adj+hospital' at Left Span of 2:0 in 63 Thai Corpus Examples of Concordance Lines of 'adj+hospital' at Left Span of 2:0 in 64 Singaporean Corpus BIOGRAPHY 67 Ref. code: 25595821040291AJY (6) LIST OF TABLES Tables Page 1 Short List of Thai Hospitals and Number of Texts in OIHP 13 2 Short Lists of Singaporean Hospitals and Number of Texts in OIHP 13 3 The Subjects, Procedures and Frameworks Used in the Study 14 4 Lists of Codes for Move Analysis (Adapted from Graham, 2013) 16 5 Percentage of Section Headings in 'about us' between Thai and Singaporean Hospitals 19 6 Hospitals Section Headings in OIHP 'about us' in Thai and Singaporean 21 Hospitals 7 Number of Words in Each Move in Thai and Singaporean Corpora 24 8 Move Sequences of OIHP ‘about us’ Overview 26 9 Moves Patterns between Thai and Singaporean OIHP ‘about us’ Overview 27 10 Weight of Steps in Each Move by Percentage of Words 28 11 The top ten collocation ‘adjectives+hospital’ in OIHP ‘about us’ in 30 Thailand and Singapore corpora Ref. code: 25595821040291AJY (7) LIST OF FIGURES Figures Page 1 Move Occurrences in OIHP 25 2 Weight of Moves 25 3 Opening Move 26 4 Ending Move 26 Ref. code: 25595821040291AJY (8) LIST OF ABBREVIATIONS Symbols/Abbreviations Terms OIHP Online International Hospital Profiles Ref. code: 25595821040291AJY 1 CHAPTER 1 INTRODUCTION 1.1 Background Recently, ‘medical tourism’ in the healthcare business in Thailand has become more popular. Thai private hospitals gain higher revenue from foreign patients every year. Between 2001 and 2005, Thai private hospitals gained about 24 percent of revenue from foreign patients on average (Kasikornresearch, 2007). This trend drives Thai private hospitals’ desire to acquire more foreign patients to visit. However, according to an analyst from Kasikorn research center, several countries in ASEAN, e.g. Singapore and Malaysia, see this as a way to gain revenue for their countries too. They also emphasized that Thailand will be forced to adapt quickly to meet this competitive challenge (Kasikornresearch, 2012). To attract people to become customers, a company’s website plays a key role as the first contact point for potential customers to connect with the company through on-line channels in the digital world. When people hear about the company and they need to know more information, they may find the information on the Internet. Johnson (2013) asserts that the most important ‘page’ on the homepage is the company introduction, which is generally called ‘about us’. Johnson (2013) compares the ‘about us’ page to “speed-dating” between potential customers and the company. Therefore, the communication messages on the homepage including ‘about us’ must be very effective to convert the visitors to customers. As Martin (1992) suggests, the language used can reflect the purpose from the text structure in a specific genre. This includes the patterns of writing, organization, grammar and vocabulary. Singapore is obviously one of the leaders in terms of medical tourism in South East Asia. A report from the editorial team in Asia Rising TV.com, who referred to the research study from the International Healthcare Research Center, claims that Singapore is one of the countries that was ranked as the most attractive destinations for medical tourism in 2014 for healthcare seekers contemplating affordable treatment options (Asia Rising TV, 2014). Furthermore, Singapore uses English as an official language. Therefore, this study seeks to compare Thailand with Singapore as a role Ref. code: 25595821040291AJY 2 model. The study aims to examine the online international hospital profiles ‘about us’ on the company website to report how hospitals organize the writing patterns.
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