The Rhetoric of King Bhumibol's Sufficiency Economy
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The Rhetoric of King Bhumibol’s Sufficiency Economy: Rhetorical Analyses of Genre and Burke’s Dramatism of the December 4th Speeches of 1997, 1998, 1999, and 2000 Apichart Intravisit ABSTRACT RATIONALE The sufficiency economy has epitomized the On December 4, 1997, King Bhumibol of concept of the socio-economic and political policies of Thailand introduced an economic approach labeled King Bhumibol of Thailand for 30 years. Prominently sufficiency economy to the Thai people as a way of appearing in the King’s annual address given on remedying the country’s ailing economy. This phrase, December 4th during the 1990s, the phrase “sufficiency though not new to the Thai Buddhist society, resonated economy” echoed countrywide through public dis- throughout the kingdom via a live broadcast. courses when the economic crisis occurred in Thailand Businesses adopted this revitalized concept, city during 1997-2000. King Bhumibol’s over 50-year people reduced their luxurious consumption, and reign has earned him broad and profound experiences upcountry Thais concentrated more on “producing to understand comprehensively the problems of the their own food” (Bhumibol, 1998b, p. 46). Govern- young democratic-monarchy country, of which the ment officials and politicians, however, appropriated agriculture based industry is the backbone. Three this term for their own political games. Three years methods of rhetorical analysis are used to reveal the later, the King reiterated the phrase, but added an speech genre and the King’s linguistic dexterity. The extensive explanation, gave examples, and reaffirmed Western rhetoric—Burke’s Dramatistism and Bitzer’s its original meaning. His intention in repeating the Rhetorical Situation—is juxtaposed with the Buddhist theme of sufficiency economy1 was not only to restate Rhetoric to provide theoretical insight into the two a strategy that needed to be continued in the current research questions: the rhetorical features that situation, but also to stage an argument against those constitute the genre of the address; and, the stylistic who misinterpreted it or earlier took advantage of his devices used to highlight the sufficiency economy words. principle. The analyses discovered that the concept of The King of Thailand is, by the constitution, a the sufficiency economy not only prevailed in the ceremonial figurehead of the Kingdom. His public speech, but also was used as the key term from which address is usually confined to epideictic elements and its extensive and relevant terms ramified, thus delivered as the reading of a scripted text. Each year, reaching out to all audiences of different levels of the King's public address on December 4th—the day understanding. As a unique epideictic speech, the before his birthday—is one of the rare occasions when December 4th Speech provides not only reenactment of Thais may listen to him talk for an hour with no value and morale, but also the stylistic and scripted text. In addition to his “speak[ing] off the argumentative teachings based on the past and future cuff,” the King uses flip charts, pointers, and slide situations revolving around the sufficiency economy presentations, or other props to convey his message theme. Conceptualized from the Buddhist doctrine and to persuade his audience. and the law of nature, the sufficiency economy His audience, gathering at the Dusitdalai Hall, principle calls for mutual help, moderation of Chitralada Villa, Dusit Palace where the speech is livelihood, and social responsibility necessary in delivered, includes government officials, members of stabilizing the country’s economy in the wake of parliament, and dignitaries from non-government globalization and dynamic changes. Six stylistic organizations under the royal patronage, as well as devices highlighted the sufficiency economy theme. about 15,000 citizens representing their respective The first two—Identification and Rhetorical Negativity— provinces all over Thailand. Other Thai people have are from the Burkean theory. Buddhism’s Middle a chance to listen to this talk through a live broadcast Paths and the other three rhetorical devices—Stylistic on every radio and television station in the nation Argumentation, Interconnectedness of Elements, and (Phongpaichit & Baker, 1998). Audience-based Practice, all of which combine the On the following day, the newspapers report a Buddhist Philosophy with western rhetoric elements— full transcription from a recording of his speech. A bring the sufficiency economy principle to an epistemology. 1 Throughout this study, sufficiency economy is written in italicized style. few months later, the Office of His Majesty’s regarded the speech “as an insurance against social Principal Private Secretary (OPPS) publishes a damage and as a strategy for the survival of Thai booklet of the speech, which contains an English capitalism” (p. 242). The December 4th speech, translation prepared by the King himself. Such a however, seems to be a repeated public statement practice has been in effect since 1991. Each year this with little attempt at interpretation on the part of his public speech emphasizes different issues depending audience. This is due to the Thai tradition that on the current situation, but all are outlined similarly permits no public criticism or analysis of the King’s with anecdotes, an analogy, and repetitions using works or deeds. In contrast, King Bhumibol insists metaphors to capture the audience’s attention. that his works are “but a suggestion or idea to be While Thais usually consider the King’s speech examined, analyzed and tested by the government if an epideictic, highlighting ethical and moral issues it so pleases” (NIO, 2000, p. 150). In his address (Aurawan, 1996), the content of the speech can be given at the Chitralada Villa on December 4th 1993, viewed simultaneously as deliberative or forensic. the King mentioned that his work was from an The December 4th speech on the royal projects, calling opinion: “if a royal opinion cannot be touched, it for participation and cooperation from all concerned, would mean that Thailand cannot progress” (NIO, emphasizes primarily the deliberative genre. His 2000, p. 150). His December 4th speech in 1999 majesty’s arguments about problems and the processes revealed his discontent at the misinterpretations, through which they have been solved bring in a shade misuses, or distortions of his principles of the of the forensic genre. Variability in his public address sufficiency economy. This indicates a call for an is evidence of an identifiable cluster of elements that appropriate rhetorical analysis of his speech. If His fuses to form a significant act. Majesty’s public discourse is to be analyzed via Prominent in the King’s speeches are his insights constructive rhetorical analysis, the analysis could about the country’s needs; thus, the content of the serve as not only an access to the rhetorical strategies speeches target not only the parties concerned, but employed by the King, but also as a revelation of his also Thais at large. His use of rhetorical functions is insightful rhetoric for the nation’s sustainability. considered an epistemological approach, which The King’s words fall into what Bitzer (1999) “moves his audience beyond their individual and labels rhetorical discourse, which addresses pressing limited perspectives to a mutual understanding of a needs in particular situations: “the presence of rhetorical more complete and unified truth that lies below the discourse indicates the presence of a rhetorical surface of discourse” (Lucaites, Condit, & Caudill, situation” (p. 217). The economic situation from 1997 1999, p. 127). The King proves to be a proficient to 2000 was the source and ground of rhetorical supplier of the knowledge that makes social interaction activity—and, perhaps, rhetorical criticism—in which possible. concerned parties participated to provide a response that While touching on the problems of the people’s fits the situation. Utterances about the Thai economic well being, the responsibilities of the government situation—be they from the King, the government, or agencies, and his ongoing projects for needy areas, the technocrats—have been prompted by what Bitzer King always begins and ends with an epideictic form. (1999) calls an “exigence,” which is “an objective Fulfilling the epideictic characteristics (Campbell & occurrence that demands particular forms of response” Jamieson, 1978c), his speech reinvigorates traditional (p.214). Functioning as an organizing principle, an values based on agriculturally oriented activities. He exigence “specifies the audience to be addressed and the always gives memorable phrases that sum up the change to be effected” (Bitzer, 1999, p. 221). national identity, and he involves his audience actively in playing their roles with a sense of responsibility and honesty. Lastly, he addresses timely questions, PURPOSE OF THE STUDY inviting the Thai people to take immediate action. In my attempt to analyze the King’s discourse, I The King’s speeches are considered one of the examined the four December 4th speeches (1997, many public discourses for surviving the economic 1998, 1999, and 2000) by approaching them from crisis, which started to loom in the country in 1996 and three different aspects: speech genre, the King’s hit hard in July 1997 (Phongpaichit & Baker, 2000). world view and motives through clusters of his Other public discourses include those of economic symbolic acts governed by the speeches, and the technocrats,