The Visual Semiotics of Yor (ญ) Alphabet Primers and Thai Femininity Discourses
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THE VISUAL SEMIOTICS OF YOR (ญ) ALPHABET PRIMERS AND THAI FEMININITY DISCOURSES By Miss Piyaluk Benjadol A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Program in Design Arts International Program Graduate School, Silpakorn University Academic Year 2015 Copyright of Graduate School, Silpakorn University THE VISUAL SEMIOTICS OF YOR (ญ) ALPHABET PRIMERS AND THAI FEMININITY DISCOURSES By Miss Piyaluk Benjadol A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Program in Design Arts International Program Graduate School, Silpakorn University Academic Year 2015 Copyright of Graduate School, Silpakorn University The Graduate School, Silpakorn University has approved and accredited the Thesis title of “The Visual Semiotics of Yor (ญ) Alphabet Primers and Thai Femininity Discourses” submitted by Miss. Piyaluk Benjadol as a partial fulfillment of the requirements for the degree of Doctor of Philosophy in Design Arts ….………………………………………………………………………………… (Associate Professor Panjai Tantatsanawong, Ph.D.) Dean of Graduate School ………….…../……….…..…………./………..……. The Thesis Advisor 1. Associate Professor Pairoj Jamuni, Ed.D. 2. Assistant Professor Chaiyosh Isavorapant, D.Arch. The Thesis Examination Committee ..................................................................Chairman (Professor Eakachart Joneurairatana) ……………./……………………/.................... ..................................................................Member (Professor Peter Pilgrim, MDesRCA, MCSD, FRSA) ……………./……………………/.................... ..................................................................Member ..................................................................Member (Associate Professor Pairoj Jamuni, Ed.D.) (Assistant Professor Chaiyosh Isavorapant, D.Arch.) ……………./……………………/.................... ……………./……………………/.................... 54155953: MAJOR: DESIGN ARTS KEY WORD: SEMIOTICS / VISUAL SEMIOTICS / THAI ALPHABET PRIMERS / FEMININITY DISCOURSE / GENDER ISSUES / GRAPHIC COMMUNICATION DESIGN PIYALUK BENJADOL: THE VISUAL SEMIOTICS OF YOR (ญ) ALPHABET PRIMERS AND THAI FEMININITY DISCOURSES. THESIS ADVISORS: ASSOC. PROF. PAIROJ JAMUNI, Ed.D., AND ASST. PROF. CHAIYOSH ISAVORAPANT, D.Arch. 277 pp. This research focuses on the significations of visual languages and gender issues in children’s books within the Thai context. Analysis of thirty-one Yor (ญ) alphabet primers published between 1899 and 2012 reveal the connotative meanings of the letter Yor (ญ) its rhymes and illustrations. Advertisements, book covers, and newspapers are contextually investigated in order to find intertextual relations with the connotations discovered. Visual semiotics and critical discourse analysis approaches are mixed and employed as inquiring tools. The five research findings: beauty ideologies, roles as a mother and housewife, visual trope of a parasol, literacy, and women in the workforce, disclose Thai femininity discourses and ideologies in response to power relations within patriarchal society. The semiosis and outcome of this inquiry explicate that the conventional way of learning the alphabet character Yor (ญ) has ‘fixed’ social ideologies about women, and emphasizes gender biases in Thai society. The synthesis of these findings leads to designs with a ‘reform’ concept, where conventional ways of learning the Yor (ญ) alphabet character are ‘denaturalized’ by replacing Ying (meaning woman) with non-gender words. Three ‘Yor (ญ) Alphabet: A Learning Reform’ tools: a template, a box set of cards and an interactive set, are designed as prototypes. This dissertation is considered a ‘dialogue’ or the results of ‘integration’ connecting ideas, theories, and experiences that occurred during the inquiry process. During the conceptualization, investigation, and interpretation, actions of identifying, analyzing, discussing, interpreting, and finally, designing, are integrated with the ‘total experience’ of being a ‘woman.’ As a result, my reflections on a way of learning an alphabet bridged graphic design and gender issues, and are of benefit to designers and educators conscious of design responsibility in relation to cultural and social contexts. Program of Design Arts Graduate School, Silpakorn University Student's signature ...................................... Academic Year 2015 Thesis Advisors' signatures 1. .............................. 2. .............................. 3. .............................. iii Acknowledgements My dissertation was shaped and completed with the help and support from many persons and organizations. I wish to thank my advisors, Associate Professor Dr. Pairoj Jamuni and Assistant Professor Dr. Chaiyosh Isavorapant, who contributed to the development and improvement of this dissertation. I extend my thanks to the dissertation committee: Professor Eakachat Joneurairatana and Professor Peter Pilgrim, and also, all committee members of the Doctor of Philosophy International Program in Design Arts, Silpakorn University. Gratefully, I would like to express my appreciation to Bangkok University for the scholarship and support throughout my pursuit of a doctoral education. I would like to express my appreciation to Assistant Professor Sansern Milindasuta, Dean of the School of Fine and Applied Arts, Bangkok University, for his belief in my ability and decision to undertake academic challenge beyond my commitment as a design instructor. I truly appreciate my doctor, Puchong Padungsut, M.D., who saved my life from cancer and all wonderful friends and family members who cared for me during the hardship. My interest in Thai alphabet primers is definitely inspired by Anake Nawigamune, who introduced and inspired in me a passion for collecting and documenting Thai ephemera, especially graphic design artifacts. The helpful discussions with Santi Lawrachawee and Pracha Suveeranont also contributed to the development of this inquiry. Thanks to all typographers and type foundries for permission to use their typefaces in the design implementations. The technical assistance in developing the software and providing the equipment for the interactive set by Kwanchai Akkaratammagul and Nichayanun Kittivongpakdee of Studio Craftsmanship Co., Ltd. is much appreciated. I extend my thanks to Practical Design Studio and Hiranpruek Trichakraphop, for their help with the exhibition preparation; Montchai Suntives, for the artwork and design production; Rebecca A. Vickers, for editing the dissertation; Pimgit Tapaneeya and Korapin Korkitthumrong, for providing the illustrations of the Yor Yart (ญ ญาติ) alphabet learning reform; and Assistant Professor Dr. Jirawat Vongphantuset fro the wonderful support. This dissertation and the doctoral journey would never have been accomplished without the sharing and caring of Nopchai Ungkavatanapong. Finally, my deepest love goes to my parents and family for their endless love and heartening support. iv Table of Contents Page Abstract ...................................................................................................................................... iii Acknowledgements................................................................................................................. iv List of Tables............................................................................................................................. viii List of Figures............................................................................................................................ x Chapter 1 Introduction................................................................................................................ 1 Significance of the problem........................................................................... 1 Aim of the research.......................................................................................... 2 Hypothesis of the research............................................................................ 2 The problem and the questions posed by the research....................... 3 Scope of the research..................................................................................... 3 Methodology of the research........................................................................ 5 Research outcome........................................................................................... 6 Defined terminology........................................................................................ 7 Summary............................................................................................................. 7 2 Literature reviews and related studies .................................................................. 9 Semiotics in graphic communication design.............................................. 11 Definition of terms................................................................................... 11 Selected previous studies...................................................................... 14 Women ideologies in Thai context .............................................................. 18 Gender biases in children’s books............................................................... 20 Summary............................................................................................................. 32 3 Methodology of the research................................................................................ 35 The visual semiotics resources ...................................................................