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, socio-political figures, and non-govern- King’s use of metaphors. As a genre of the Birthday mental agencies. While these public discourses speech created and delivered through series of apparently concentrate on problems by passing blame situations over the years, the King’s speech is onto foreign factors or international agencies, the considered a unique public discourse that renders the King’s discourse focuses on how the Thai people can audience with multiple impacts; government agencies apply self-reliant schemes to solve their problems. perceive it as a complaint from the head of state, Phongpaichit and Baker (2000) explained that, at while people take it as a blessing from the Lord of first, the economic aspect of the King’s speech was Life (Wasit, 1999). Studying the clusters of related ignored, but as the crisis continued, people in many terms in the text and the King’s relevant symbolic sectors began to find a broader interpretation of the actions forms the textual parameters within which his King’s idea about the sufficiency economy: all critical experience and style of insightful reasoning occur. Lastly, the metaphorical examination portrays rejection, and possibilities of hierarchy form the the King’s verbal symbols, which form a rhetorical interrelationship of motives. They are where iden- vision that reveals his concern not only for the tification and division occur together and positivity welfare of the country but also for the performance of and negativity interact; each mutually gaining an the government. Each area of analysis employs a important part of its force from the other, and both are different approach to the rhetorical criticism; they are intertwined and abound in communication (Gregg, generic criticism, cluster analysis, and metaphorical 1995). The positive and negative terms interacting analysis, respectively. together through the analytical procedure of the Burkean identification concept will provide an access toward the speaker’s worldview and his response to THEORETICAL BACKGROUND the situation. The rhetorical genre of His Majesty's Birthday The metaphor seems to be an essential element speech corresponds to what Simon and Aghazarian in the Thai monarchs’ discourses. From The Royal (1986) described as purpose and situation accounting Initiatives of Chakri Kings [trans.] (MOE, 1984), for the common variance. Campbell and Jamieson messages and texts given by past kings or the present (1978a) explained that rhetorical genres are the king contain a significant use of metaphors, including constellation of recognizable forms bound together by implicit assumptions, points of view, and evaluations. an internal dynamic. These forms are what scholars Consistent with the Foss’ perspective (1996), the call “strategies,” of which substantive and stylistic metaphors used by Thai kings organize attitudes forms are chosen to respond to situational require- toward the subjects being described and provide ments (Campbell & Jamieson, 1978a; Fisher, 1980; motives for acting in certain ways. The King’s use of Harrel & Linkugel, 1986; Simon & Aghazarian, 1986). metaphors creates an argument without offending his According to Campbell and Burkholder (1997) “genres government, while he induces what Foss (1996) calls identify situations that are culturally designated as a way of knowing the world that emerges from the occasions on which a discourse is appropriate and interaction of the associated characteristics. Another specifies the sort of symbolic actions that are expected aspect of the analysis of the King’s metaphorical to occur” (p. 97). Rhetorical genres attend to social approach is that metaphors relate to works of art that truth created through discourse and are attuned to offer insights into the imagination and cannot be the aesthetic, ethical, and ideological dimensions of restated literally. As an avid linguist and an symbol use. Such rhetorical genres are found in accomplished artist himself (NIO, 2000), the King the King’s repetitive statements about ethical and not only creates a thought-provoking speech but ideological dimensions in the Birthday speeches he writes and translates novels that require a great deal has given over the past 6 years. His inductive of lexical grasp to appreciate. description of actual instances also confirms Fisher’s As the communicative features in the King’s (1980) description as a characteristic of the rhetorical speeches are found mostly in language, thoughts, genre. This special public address of the King falls symbolic acts, and form of the message, the major into what Campbell and Jamieson (1978a) called analytical methods in this study therefore fall into two “conglomerates of strategies.” analytical approaches: the meta-critical approach and In the December 4th speeches from 1997 to 2000, Burke’s dramatistic approach. According to Brock and the phrase sufficiency economy appears not only Scott (1980), meta-critical views are a genre and frequently but intensely too. This suggests the need to movements approach. Standing above or beyond the gain insights into the process of and motivation for the first level of communication, as their prefix “meta” actions that occurred in the development of this indicates, both approaches provide “an overview that particular speech. Traditionally, to ask a direct ques- can potentially subsume other activities” (Brock & tion about the King’s worldview or motive would be Scott, 1980, p. 393). This study employs only an considered an act of disrespect. However, given the analysis of genre, which helps identify congregations high frequency and intensity of this phrase, Burke’s of rhetorical discourses that share similar strategies, dramatistic approach of cluster analysis can be used to situations, and effects. As the sufficiency economy identify the key terms that are associated with the in the King’s speech has evolved through time and speaker’s mind corresponding to situation and vision. Thailand’s political discourse, genre analysis helps This involves not only the interrelationship of words, discover commonalities in rhetorical patterns across phrases, or symbolic actions between the key terms recurring situations (Foss, 1996). Traditionally that indicate the speaker’s worldview or motive, but associated with literary criticism (Brock & Scott, the opposing elements in the principles of the 1980), the genre analysis offers a careful textual discourse—or the rhetoric of opponents (Foss, 1996), examination and heightens an awareness of the too. Burke’s rhetoric of opponents critically perceives interrelationship between substantive and stylistic “negative” as a particular power stemmed from elements in discourse (Campbell & Jamieson, 1978b). positive others or, often, from positive opposites: This suggests that the meta-critical approach of genre “negativity always lingers in the contextual meaning encompasses the area of linguistic essence such as of all positives” (Gregg, 1995, p. 191). In the Burkean metaphors, configuration of language, structural symbolic act concept, multiple selections and arrangements, and arguments (Brock & Scott, 1980). By examining the strategies or repeated elements in itself. As exigence prevails, Bitzer (1999) contended the discourse of the King’s speech, generic analysis that exigence serves to specify the audience to be highlights the Buddhist rhetoric, which underlies the addressed and the change to be effected. In this speeches. The analysis also characterizes the acts in a study, Thailand’s economic situation seems to be genre that explains how traditional values and national regarded an exigence, which is perceived as strong integrity can be sustained. Using the structure and important, as well as governing thought and suggested by Harrel and Linkugel (1986), this study action of the perceiver who might respond to it recognizes that the speech genre “stem[s] from [an] rhetorically. organizing principle formed in recurring situations The audience in Bitzer’s rhetorical is referred that generate discourse characterized by a family of to as “persons who are capable of being influenced common factors” (p. 406). This means a set of by discourse and being mediators of the change” assumptions crystallizing the central features of a type (Bitzer, 1999, p. 221) which the discourse functions of discourse. Harrel and Linkugel call these principles to produce. Constraints are made up of beliefs, "root terms" (p. 406), of which motivation and attitudes, documents, facts, traditions, images, classification were applied to draw the organizing interests, or motives in relation to the situation. Two principle from the motive state of the speaker. This sub-constituents stemming from constraints are the approach reveals the interaction between the King speaker and the speech (Aurawan, 1983). Like an and situational factors. essential element of Aristotle’s principle of artistic As for the second approach, the Burkean proofs—ethos (Larson, 1998), the speaker is Dramatistic approach provides critics with structure constrained by his or her charisma and credibility, suitable for language, verbal symbols, and situations which are bound to shift depending on circumstantial from which motives are derived (Brock, 1980). factors as well as on sincerity, expertise and Dramatistic criticism meets the criteria necessary for dynamism. Speech is another artistic proof under analyzing the form of the King’s speeches, his constraints that stands as a tool hinging upon the metaphorical statements, and the communicative context of meaning in which the speech is located. devices concerning his speeches. Though Burke’s Bitzer’s rhetorical situation has three qualifica- dramatistic analysis offers two rhetorical tools— tions that are suitable to be employed along with identification and the pentad (Brock, 1980), res- Burke’s dramatism in the rhetorical criticism of the pectively, this study focuses only on the identification King’s speech. They are 1) the study of exigence is approach which attempts to discover the attitudes objective and publicly observable; 2) this perspective and the dramatistic process, rather than examining takes into account all the interactions within a a structural model through the pentad method. Under situation; and, 3) a rhetorical situation leads to an the identification concept, I employ the metaphorical explanation of how a situation meets with its analysis to reveal the King’s use of verbal symbols. response. Nevertheless, I am aware of the limit or Procedures under the identification concept also offer weakening effect in the use of the rhetorical situation a statistical methodology, thereby availing this study a perspective, owing to complexity and disconnected- phase to gather “lists of recurrent terms” (Brock, 1980, ness of situations. These involve the incompatibility p. 187) or subjects that cluster about other subjects to of many exigencies in the same situation; competing identify the speaker’s motives (Foss, 1996). By situations within a discourse; and, the incompatible applying Burke’s cluster analytical approach, I intend rhetorical audience under the discourse being studied. to form the textual parameters, within which the critical experience occurs (Conrad, 1984), to search for Western Rhetoric and Buddhist Rhetoric Per- the dramatic alignment of principles—both unified and spectives opposing—that are present in his speeches. While discussion about the western rhetoric can be exhaustive, the underlying concept of the western Rhetorical Situation rhetoric in this study focuses on the three Bitzer (1999) sees rhetoric as “situational” (p. characteristics of humans in situations governed by 218), being the context in which speakers create a the problem of contingency (Lucaites et al., 1999). discourse. As the discourse happens in a setting; The three characteristics: rhetoric is public; rhetoric rhetoric speech brings speakers, audience, subjects, is persuasive; and, rhetoric is contextual. The public and communicative purpose into an interaction as a means the entire community that is central to life in a response to a situation. As in the dialectical relation- democratic country. Persuasion—be it by written or ship between question and answer, in which one oral approach—is the way in which a message is comes into existence in response to another, a expressed and engaged in public discourse that is rhetorical situation exists to provide the necessary significant in determining the effect on meaning and condition for a rhetorical discourse and control of behavior. As such, rhetoric is the foundation of the rhetorical response (Bitzer, 1999). discipline of speech communication and an art Bitzer’s rhetorical situation evolves around three concerned with content rather than style, useful for constituents: exigence, audience, and constraints. dealing with all practical affairs (Campbell & Exigence is a condition that waits to be modified Burkholder, 1997; Foss et al., 1991; Lucaites et al., positively by the discourse, thus becoming rhetorical 1999). Burke (1969) theorized that rhetoric con- cerns how symbols function—personally, socially, ness; they impose neither theory nor speculation. and epistemologically. He contended that symbols What makes Aristotelian rhetoric compatible with or language form attitudes and induce actions in Buddhist rhetoric and useful in understanding the other human agents, leading to persuasion and contemporary Buddhist rhetoric is that the former identification—a way to proclaim unity with an corresponds with what Lucaites et al. (1999) discussed audience and an attempt to eliminate division. The as “consensus judgment” (p. 10), which serves as the essence of language explains the third characteristic agenda for a satisfactory contemporary theory of of rhetoric, i.e., that it is contextual. Rhetoric rhetoric. As the Buddhist teachings—dhamma—look involves a particular linguistic usage derived from a for a practical purpose, self-reliance, harmless particular experience and the understanding of a outcome, confidence-based knowledge, and resources particular audience addressed by a speaker at a of knowledge from within one’s mind, its rhetoric specific moment (Lucaites et al., 1991). Rhetoric, leads the Buddhist followers to examine and analyze therefore, is a situation in which a speaker seeks to the actual experiences for the benefit of not only the exert influence on a specific audience by strategically speaker but the audience as well. As such, I find that deploying language in the interest of an immediate the first element the Buddhist rhetoric has in common and particular goal. with the western rhetoric—Aristotelianism—is the Buddhist rhetoric originated in India about the emphasis on responsibility in public discourse. same time as that of China’s Confucious, Persia’s Secondly, the rhetorical phenomena of Zarathustra, and Greece’s Pericles and Aeschylus; all Buddhism can be explained by using the Aristotelian lived during approximately the same time period concept, especially on the examination of topoi, (Aurawan, 1996). Despite its unique conceptualiza- enthymeme, metaphor, or parables in persuasion. tion, Buddhist rhetoric appears to share some elements Stylistic and argumentative features of a discourse, commonly found in the western rhetoric, especially aligned by what Leff (1999) called a unified praxis, that of Aristotelianism. In my general observation, characterize the Buddhist rhetorical approach, the fact that the eastern rhetoric of Buddhism claims apparently combined with the internal aspect—as no definite answer to its teachings agrees to text—and the external aspect—as social force. The Aristotelian rhetoric, which plays no role in the actual persuasive discourse of the Buddha—be it through process of discovering truth or knowledge. Both see the use of examples, parables, metaphor, dialogue, that truth and knowledge—intelligence—already exist analogical reasoning, continuum, or questions—is in an environment; what matters is how this concerned with the audience’s capability in intelligence will be discovered, appreciated, perceiving his teachings (Jensen, 1992). Such understood, and realized in a broader sense by the characteristic alludes to the western perspective that audience, thereby leading to the pragmatism of persuasion functions as part of an adaptive intelligence. The meaning of rhetoric, from the views mechanism vital to any reasonable understanding of of Buddhism and Aristotelianism, is subject to the audience and public events themselves (Leff, independent and unrelated phenomena that change 1999). By using styles in persuading the audience of the environment of rhetoric. Such claim enables both the various levels of perception, the Buddhist rhetoric schools of rhetoric practical in the communication agrees with Aristotelianism in the creation of study of the modern day. The invention of equilibrium between the conflicting claims of power communicative features today and the development or the authoritative source and truth (Aurawan, 1996; of various social movements have changed the Leff, 1999). environment concerning what it means to be the The fact that Buddhism operates as epistemology public and have called attention to the problem of is the third element to find the Buddhist rhetoric how public discourses are received and interpreted by similar to the meaning of the rhetoric in the western the mass and multiple audiences that attended to perspective. The Buddha’s founding of the con- these discourses. Such phenomena illustrate that ditioned genesis (idappaccayatā), the Four Noble rhetoric is not only conditioned to technological Truths, the Noble Eightfold path, and many other change, but is also a function of the particular and precepts for the social practice provides his audience localized culture in which the rhetoric emerged. As the theories of knowledge with regards to methods and Lucaites et al. (1999) contended that “to be rhetorical validation. Aurawan (1996) infers these principles to is a central and substantial dimension of many facets epistemology, which agrees with the conclusion of of the human social experience” (p. 10), Buddhist Cherwitz & Hikins (1999) that rhetoric is a tool to and Aristotelian rhetoric mutually offer a function of enable the audience to approach or uncover the truth. prudential and communal decision-making (Bizzel & Despite the differences of the audience’s relationship Herzberg, 1990; Farrell, 1999B; Oliver, 1971). to particular dimensions of reality and their objects of As a religion, Buddhism similarly shares the truth, such different perspective can arrive at a mutual rhetorical concept of Aristotle’s higher order practice understanding—thus, a unified truth—with the that entails the entire process of forming, expressing, operation of rhetoric (Cherwitz & Hikins, 1999). In and judging public thought in real life (Farrell, 1999b). addition to being a self-validating tool, Buddhism, An ethical practice, both schools of rhetoric go beyond viewed from the Aristotelian framework by Farrell simple questions of individual or utilitarian effective- (1999a), is a proficient supplier of the knowledge that makes social interaction possible. A central tool for induces cooperation in the audience who naturally gaining a particular kind of truth, the rhetoric of respond to the symbols (Burke, 1969b). The verbal Buddhism has an epistemic function applicable to the symbols—be they dhamma, karma, nirvana, or other rhetorical study under the western perspective. symbolic tenets—not only constitute the motives in a The fourth element Buddhism has in common rhetorical act, but also allow people to respond to with the Aristotelian approach is their concept of the their world, in which, according to Brock (1990), the interconnectedness of discourse. The Aristotelian elements of hierarchy play a key role. Evidently the concept of advocating past and aiming at the being Thai Buddhist society sees such a dramatistic display of the world implies that the Aristotelian approach of hierarchy in the realm of both philosophy and includes text and context when conceiving a dis- human behavior (Chai, 1998). In many Asian course—the principle advocated by Buddhism. The rhetorics, hierarchy—be it in form of seniority or interconnectedness of discourse is reflected in the authority—is an underlying value that implies “the nature of Aristotle’s rhetoric, in which both speaker importance of trustworthiness, genuineness, integrity, and audience are responsible for what is knowable as sincerity, goodness, humility, and respectfulness” the truth at a given time (McKerrow, 1999). Such a (Jensen, 1992, p. 157). Equivalent to Aristotle’s phenomenon leads to using context to discuss the definition of ethos, hierarchy, if not so important that meaning of the text; a practice fashioned by Buddhist would end an argument, at least helps guide in teachings (Aurawan, 1996). The heterogeneity of the decision-making (Jensen, 1992). Though ethos or a Aristotle’s concept and persuasion is compatible and hierarchical structure was less privileged by the useful in understanding the Buddhist analysis of Aristotelian than logos (Garrett, 1993), it earns discourse. Buddhist confidence-based knowledge widely a high status in Buddhist countries, especially (Narada, 1980), as a tool to assess the teachings, Thailand. Such Buddhist rhetoric’s exposure to requires people to refer to their own experience, take symbolism—either in identification or persuasion— the opinion of wise people into account, reject any realistically sets its perspective compatible with the harmful practice, and accept mutual benefit for all principle of symbolism explained within the province concerned. Such a consideration reflects the Asian of western rhetoric. communicative behavior of harmony, “achieving oneness with other human beings” (Jensen, 1992, p. RESEARCH QUESTIONS 155). The Buddhist suprarational forms of know- ledge through the thought concept (vitakka) and Situations in Thailand in each year—be they discursive thinking (vicara) combined with the con- political, social, or economic—indeed prompt the cerns of all individuals within the total environment King to compose certain points to discuss on his indicate the heterogeneity of the rhetoric similar to December 4th speech each year. Through nearly four those advocated by the Aristotelian rhetoric. decades under gradually changing socio-political The last element of commonality between factors, the December 4th speech has evolved into a Buddhism and the western perspective of rhetoric unique form that has become the country’s most is an emphasis on symbolism. The Buddhist rhetoric awaited—somewhat speculated—speech of the year. clearly demonstrates symbolism in two aspects. In The King’s rhetorical vision and the rhetorical the Buddhistic interpretation, symbolism occurs situation corresponding to the King’s rhetorical through attachment to the false view of self; the time strategies of the sufficiency economy are of the when one cannot attain sunyatta (anatta) or non- essential elements of his December 4th speech. On the essentiality. The other aspect falls in the more visionary side, the legacy from the monarchy conventional interpretation, that symbolism is created institution, the King’s mission and application of the by and expressed through human experience; truths holistic approach based on Buddhism, and the people’s and fact are to be tested and verified by the individual, deep respect and trust in his benevolence for the and no fixed rule or theory should be imposed upon country’s well-being, predetermine a stage for the one’s faith. As such, Buddhism allows the Buddhists’ King to use communicative symbols to strike on creation of symbols and language as their rhetorical sufficiency economy again. The December 4th speech, functions. In addition, the Buddhist audience-based beginning in the late 1960s, indicates the King’s concept prompts one to adopt the identification increasing know-how of the nation and his insightful approach in dealing with one’s audience in accordance knowledge in tackling problems on several situations with a situation. By proclaiming unity with the by examining from inside—an aspect of Buddhist audience, the Buddhist rhetoric eminently uses rhetoric. The economic situation, which also embodies symbols or language, which help not only deliver the the socio-political and international essence, prompts right message to the right audience’s perception, but him not only the right time to guide his audience also elevate the level of the audience’s perceptions toward sustainable development, but is also a toward a profound accessibility of the teachings. manifestation of how the country should progress in Congruent with Burke’s rhetorical philosophy that the new century. The situations combined with the man is the symbol-using animal (Brock, 1990), the King’s specific use of linguistic and symbolic symbolic function of Buddhist rhetoric “locks the expression lead to two research questions as follows: speaker’s attitude into the language” (p. 184), and 1. What rhetorical features constitute the genre Written in both Thai and English, the booklets are the of the King’s December 4th addresses? work in which the King himself transcribed his own 2. How are stylistic devices used by the King to speech from the recording system, edited the texts, highlight policies of the sufficiency economy within and translated them to English. Such source not only that genre? records precisely what the King delivered, but also provides a channel to analyze his style and inten-

tion in his rhetorical act via observation of his uses of RHETORICAL ANALYSES punctuation marks, paragraphs, footnotes, pagination, When rhetorical analysis aims to understand how and pictures selected to accompany the texts. As the an individual speaker persuades an audience, it focuses King gave the speech in Thai, I examined the speech on the discovery and appreciation of how speakers genre, cluster of words, and metaphors from the Thai adapt their ideas to their particular audience. Brock version, not from the translated version of which the and Scott (1980) explained that the process of an word clusters or metaphors may appear differently. analysis—description, interpretation and evaluation— tends to merge into one or another; one purpose Genre Analysis prepares for the next, and the one that follows reflects The December 4th speech exhibits a unique on the one explicated. Coupled with Aurawan’s (1983) speech genre among all the King’s speeches. Its emphasis on investigating the speaker’s strategies of differences from other speeches include not only the persuasion towards changes of attitude, behavior, and extemporaneous features and the occasion which it belief, Lucas (2000) contended that these elements are celebrates, but also the extent to which the whole Thai inherently historical and that a study of the historical nation looks up to and uses it to predict any outcome context counts in the rhetorical analysis. that each respective speech may produce—be it an The rhetorical analyses in this study therefore approach to overcome the current problems or a provide the understanding of particular symbols and comment on the government’s performance. Con- how they operate in the King’s speeches. While these gruent with an epideictic form that Campbell and analyses appear to intervene in the related subjects or Jamieson (1978c) stated, this speech invites its historical aspects of the King’s rhetoric, such an audience to share with the King’s values, to focus on intervention serves only to confirm that the essence of the present, and to respond to situational exigencies. the King’s December 4th Speeches from 1997–2000 Although each of the four December 4th speeches result from his wisdom gained and missions evolved from 1997 to 2000 took place one year apart from through the over 50 hardworking years of his reign. each other, all fell into one common situation; that is, As the analyses aim to convey views of how Thai Thailand’s economic crisis. Hence, it appears as if society should respond to the King’s idea of the the King created a four-series speech that spans and sufficiency economy, they should encourage public evolves through the critical four years. His frequent discussion about trends in adopting such philosophy remarks on the return or the reprise of some essential in the society today. The analytical perspectives to be elements of the discourse show his awareness of applied with the following rhetorical analyses will help establishing a specific speech genre. My generic explain (1) how the rhetoric of the King operates as analysis of the December 4th speech discovers five a genre and (2) what Burkean rhetorical strategies themes under substantive form and stylistic form that he uses within that genre. recurred throughout four years. They are: epideictic This research studies King Bhumibol’s rhetorical practice; current events; teaching; sufficiency act, which is his December 4th Speeches given on the economy; and narratives and language. While 4th of December in the years 1997, 1998, 2000, and on fusion of the five themes constitutes the distinctive the 23rd of December 1999. The rhetorical analysis rhetorical features of the December 4th speech, it is of this study hence falls into the nature of noted that the speech alone would not have become historiography, examining rhetorical artifacts pertinent vital without the King’s ethos as a result of his strong to the speeches given in the past. The primary source faith in Buddhism and experiences throughout the of the rhetorical artifact to be studied is three Royal long reign of over half a century. Speech booklets (Bhumibol, 1998a, 1999, 2000)2 and 3 the 2000 speech from http://kanchanapisek.or.th. Cluster Analysis In this cluster analysis, three key terms appear 2 The years quoted in the analytical part are the actual years to have both high frequency and high intensity when the speeches were given—not the publication years, throughout all four speeches. They are: sufficiency and the author’s name is omitted. Pages quoted from the economy, good citizen, and Thai identity. The first booklet follow the English version pages. Only the speech key term, sufficiency economy, takes the lead in of the year 2000 is quoted with paragraphs. the speeches, offering both macro and micro pictures 3 Since the editing and translation of the 2000 speech are still of what the speech is all about. As methods, in progress, this study uses the unofficial transcription of the philosophies, and examples from the sufficiency speech acquired through http://kanchanapisek.or.th and reassigns new paragraphs as well as making an official translation of the text. economy were discussed, the King reminded his Gold, reminded the audience of what they over- audience of certain behaviors appropriate for the looked, and that they may end up losing out unless sufficiency economy—the way a good citizen should they realize the fact. Land of Gold, as the fourth behave to attain the state of the sufficiency economy. subject, concludes the analysis with a happy finale, at By presenting scenarios in Thailand and globalization, which point all the crises and problems could be the third key term, Thai identity, springs out to join conquered efficiently and simply by the natural with the former two to reaffirm the audience of approach inherent in the Kingdom. Thailand’s inner assets and wealth of the local wisdom, which bring Thailand a sustainable growth. DISCUSSION AND CONCLUSION Under each key term lies two or four sub-terms, serving as supporting and opposing entities to the 1. What rhetorical features constitute the genre key term. These sub-terms reveal more of their of the King’s December 4th addresses? extensive clusters of terms associated with the King’s Rhetorical features that constitute the genre of the speeches and mind, as well as allocating the conflict December 4th addresses are found in five themes: in the principles and images of the discourse. epideictic practice, current events, teaching, sufficiency economy, and, narratives and language. Each theme Metaphorical Analysis branches out into numerous sub-themes or elements. Metaphorical analysis in general finds the locus Each sub-theme or element adds to the variability of of metaphoric expression as representation. This the discourse, thus making this speech genre a study, however, discovered that numerous metaphoric conglomerate of strategies (Campbell & Jamieson, expressions in the King’s speech are found in both 1978a). the representation and the reality they represented; The King’s epideictic practice demonstrates five all of which stemmed from the philosophy of the elements creating interrelated subjects that not only sufficiency economy. His use of metaphor may appear provides a timely message, but also involves the to the Thai audience at first instance as a non- audience actively in redefining their responsibility metaphorical invention; except for some similes or and duty for the country. Flanking the speech body, parables that the King intended to use to elaborate the King’s recognition of the audience’s well wishing his points, which he subsequently and clearly con- came as the opening and ending statement. His nected to the main discussion. Using the phrases, attempt to reenact values and ethics, as the second such as “this is the “sufficiency economy” (1999, p. 46) element, called for harmony and unity. Thirdly, the or “these all infer to sufficiency” (2000, para.16), with King’s encouraging words and moral support to the reprises of key terms from the royal projects, the King Thai people help to ensure the country’s ability to indicated that all the elements should be connected progress and succeed. The fourth element, with his philosophy. Hence, several simple sentences identifying himself with the people in several turned into many different metaphorical patterns successful projects, creates a rapport between the to serve as ramification of the meaning of the speaker and audience. Lastly, a manifestation of his sufficiency economy. One anecdote or a parable may responsibility for—and awareness of the effect lend an extensive metaphorical feature to the from—the discourse being delivered fulfills his duty sufficiency economy or other stories under its concept. as a Buddhist speaker who is mindful and causes no As a result, this analysis finds numerous clusters of conflict among the audience. Such elements in the vehicles appearing consistently throughout the epideictic practice created the oneness—or Burke’s speeches; some of them represent more than one Identification—in the congregation. tenor, many share the same tenor; in all, each tenor has The current events the King talked about are multiple vehicles. Perhaps this phenomenon is best responses to situations in Thailand and the inter- explained by the King’s linguistic dexterity, in which national sphere; the exigencies that prompted him phrases, words, or stories are given in an oblique to speak. Some of the events he touched upon portrayal. covered the economic crisis, the negative influence The main theme of the speech remains the of globalization, the news around the world, and the sufficiency economy, which lends four subjects reports on the royal projects. These subjects not only representing the major components that people who demonstrate the exigence under Bitzer’s Rhetorical practice its concept should follow. The first subject, Situation, but also are connected with Burke’s drama- Basic Principle Fact, opens with two tenors, tistic process on association and dissociation of the moderation and unity, which embody the principle of situations or subjects. the sufficiency economy discussed throughout the In his teaching theme, the King made sure that at speeches. Appearing like a direct teaching and the end of each of his narratives or anecdotes, he distinguishing the “self and other” genre to his would bring up either the Buddhist philosophy or his audience, the King’s second metaphorical subject, experiential statements. Like Buddhist dhamma, the We Are All People, discusses the qualifications King’s teachings in the speech appear like what that make a good citizen. A dynamic portrayal of Buddhism calls a raft, which helps people reach the scenarios that caused the widespread crises in the shore; one lets go of that raft when one has fully country, the third subject, They Come to Dig for accomplished one’s goal. The teachings use simple enthymemes but point toward all directions, which create a certain rhetorical characteristic. The symbolic audience can use as the audience-based-practice. As acts via narratives and simile were used in con- his teachings are regarded as ontology—a generative sideration for the audience of different backgrounds, force actively engaged in the acquisition and who not only are the attending audience at the event, formation of knowledge, they could serve as Bitzer’s but the whole nation too. constraints of the Rhetorical Situation, from which More rhetorical features that constitute the the audience could learn to realize their beliefs, genre of the December 4th speech are found on the attitudes, facts relating to the problems facing them. King’s ethos and his artifact, which is the speech The King’s teachings on “[living] within [one’s] booklet. The King’s December 4th speech reached its means and in the right way” (1997, p. 54) and “one’s height during the early 1990s when the booklet was good might not be others’ good” (1998, p. 36) create published and passages from his addresses were a set of beliefs that people should contemplate before quoted in the public. The King’s knowledge about subscribing to any beliefs or trends, especially of his country throughout the over 50 years—witnessing those from globalization, that “might not be healthy and remembering the socio-political and economic for [the Thai people]” (2000, para. 21). Reminding dynamism—enables him to recount all the incidents the audience of being consistent, moderate, patience, and examples from the past to relate to the audience or self-restraint, the King set up new attitudes for and the current situations. His growing and insight- them to realize the domain of thinking and, ful experiences gained from the field works and his accordingly, performing the right behaviors. The commitment to the country’s well-being, especially constraints also refer to the facts from the teachings; that of the agricultural activities, have earned for him such as, the downside of the globalization’s the ethos that places him on the most rightful position enforcement (1997) and the fights occurred within to talk about these subjects. The King’s delivery in the free trade community (2000)—the scenarios calm and composed posture with his mezzo-piano unfavorable to one’s affairs. In addition to Bitzer’s vocalic at moderato pace features a certain genre that constraint, the stylistic argumentations using symbols doesn’t happen on any other state functions. Finally, through parables, similes, and metaphors are found in the booklet’s unique design—white cover with fine the King’s teachings quality papers, big type face, color pictures, and Another element of Bitzer’s constraints is the additional punctuation marks—helps make the sufficiency economy, which is featured in three areas: December 4th speech an event to remember by and to the meaning and the making, the examples, and the be well treasured. characteristics. As the sufficiency economy governs the whole discourse for many years, it provides the 2. What are the stylistic devices used by the King audience with motives, interests, images, or even to highlight policies of sufficiency economy within traditions relevant to not only what happened in the that genre? country but also what the future of Thailand should Through the cluster and metaphorical analyses, bring. Moreover, the sufficiency economy, as a con- six stylistic devices are used to highlight the straint, appears to illustrate a sense of inter- King’s policies of the sufficiency economy. They are: connectedness of discourse, thus creating hetero- 1) Identification; 2) Rhetorical Negativity; 3) Budd- geneity of rhetoric. Such can be explained by the hist Rhetoric of the Middle Paths Principle; 4) Argu- terms mutual help and moderation, in which people’s mentation; 5) Interconnectedness of Elements; and, consideration for others and the consequence of 6) Audience-Based Practice. The cluster analysis their acts should be taken into account, dictate the found three key words—sufficiency economy, Good interconnectedness of discourse embedded in the Citizen, and, Thai Identity—prominent in the dis- law of cause and effect. The sufficiency economy asks course, and under these three key words stemmed 10 its audience to realize and respect such a law of cause sub-terms. The sub-terms under sufficiency economy and effect as well as the context of the situation are “flood prevention,” “mutual help,” “crisis,” and in every act they do, for there is no definite or extreme “economy.” The key term “good citizen” has the same sufficiency economy feasible and healthy for an number of sub-terms as that of the sufficiency environment. economy: “perseverance,” “cooperation,” “respon- The last rhetorical feature of narratives and sibility,” and “suitability.” The final key term, Thai language manifests the King’s keen use of symbolic Identity, has two sub-terms, which are Thailand and acts—the characteristic that espouses both Buddhist local wisdom. Intertwining through the key terms and and Western Rhetorical perspectives. His lexical sub-terms in the cluster analysis, all the six stylistic grasp and stylistic rhetoric in metaphorical use, devices play their parts not only to highlight the argumentation through anecdotes and narratives, sufficiency economy principle, but also to provide the word play, or parables invite the audience of different diverse groups of audience with a variety of levels of understanding to access his speech with approaches to understanding the discourse. In the no difficulty, thus uncovering the truth by them- metaphorical analysis, the six stylistic devices are selves later. Besides, the King’s mnemonic skill, found inter-playing through four metaphorical unique sense of humor, and the non-verbal portrayal subjects—Basic Principle Fact, We Are All People, of father-teaching-children indeed are combined to They Come to Dig for Gold, and, Land of Gold. Under these four subjects, there are seven tenors with dead and of no use. The second rhetorical negativity their numerous vehicles,4 which were functioned by is how it interacts with the positive, laying side by the six stylistic devices, aiming to interpret the side with its counter part. The sub-terms “flood- sufficiency economy. prevention,” “perseverance” and “cooperation” from Identification falls on what Burke defined as a the cluster analysis see their opposing terms way to proclaim unity with the audience and an mentioned close to the positive terms in the text attempt to eliminate division. As in most epideictic almost like a table of dichotomy. The King also used form, identification plays a major role to elevate the negative remarks to speak straightforwardly on level of the audience’s perceptions toward a profound several issues. Such was found in the sub-terms accessibility of the teachings, as well as involving the crisis, under the cluster analysis, which became the audience actively in redefining the matters con- antagonist of the text. The metaphorical analysis cerned. As such, the King’s speeches employ the found the direct negative remarks in three vehicles, principle commonly shared by the Buddhist rhetoric Baht floated, unproductive loan, and expired com- and Burke’s identification; that is, their use of sym- mand: they refer to those people who speculated on bolism within the identification process. Several the nation’s vulnerable currency, lavishly spent their symbolic tenets are demonstrated; such as, hierarchy, money, and mindlessly behaved themselves. An genuineness, integrity, sincerity, goodness, humility, attempt to create division in the discourse, the and respectfulness. In the cluster analysis, I found rhetorical negativity is used to point towards the the sub-terms “mutual help,” “cooperation,” and unfavorable result unless the sufficiency economy “Thailand” symbolically induce cooperation in and was adopted. response from the audience. Similar terms as in the The Middle Paths principle is prominent not clusters analysis continue to function by identifica- only in the speech body, but also in the King’s tion in the metaphorical analysis; Rajprachanukroh nonverbal communication. The third stylistic device, and those inside are calling for oneness of the Thai however, does not function alone in the text; it needs people, despite the differences of ages and careers, to be paired with one or more devices in order to and ask all Thai people to join hands in the become more salient. Replacing the final set of three sufficiency economy. Hierarchy and association, or stages in the Burkean Dramatistic process, which are acceptance in Burkean Dramatistic process, are the guilt, purification and redemption—the terminology of key of this identification device; the Thai values of which belong to the Christian concept, the Middle respecting seniority and collectivism are widely Paths appropriately functions as a vital device to read recognized (Mulder, 1999). On the observation of the King’s attitude and worldview. A middle way the nonverbal aspect, in greeting his people first upon between the pairs of opposites or a doctrine of the arrival at Dusitdalai Pavillion, the King also created correlation and interdependence of the two, the “oneness” with his people. Buddhism’s Middle Paths serve as the King’s stylistic The second stylistic device, based on Burke’s device that underlies the sub-terms “economy,” concept that negativity takes its power from positive “cooperation,” and “suitability” in the cluster analysis. others, from positive opposites, and lingers in the Metaphorical vehicles, such as, being of a worthy cost, contextual meaning of all positives (Gregg, 1995), support, and hundred percent also use the Middle the Rhetorical Negativity aspect in the King’s speech Paths to justify their representations. The Middle highlights the sufficiency economy by gaining its Paths were also exhibited in his nonverbal context. importance from its positive force, by interacting His appearance in the light colored suit portray an together with the positives, and by simply informal posture, as opposed to a dark suit or uniform. representing all the negative points against the His moderate use of vocalic, though solemn and principle. The first rhetorical negativity—gaining lacking variety, was consistent and justified for the importance from the positive force—is found more in topics being delivered. The balanced body language the metaphorical analysis of some vehicles, such as and facial expression were reserved and restrained so criterion, to live a life, sitting on the same chair, as to avoid spilling any partiality on any particular rice going around the world, and millennium subject. saxophone. Their appearances pose no negative Both the western and eastern rhetoric agree that sense against the sufficiency economy, but their stylistic argumentation—using enthymeme, metaphors, unstated opposites render a negative effect. An parables, or similes—help to bridge the audience’s example is shown in vehicle B of Tenor 2: to live a different levels of understanding to the discourse. life or “still can walk” means being alive and useful, The King’s sufficiency economy addresses contain which supports the sufficiency economy, whereas numerous stylistic argumentations not only in his their opposite meanings would mean the person is narratives, but also his word choices and phrases found in the clusters of “economy,” “cooperation,” 4 To distinguish the phrases and terms analyzed between “suitability,” and “wisdom.” Metaphorical data the two dramatistic approaches—Cluster and Meta- found the stylistic argumentations broadly used in its phorical—special characters are assigned on the meta- vehicles of criterion, to live a life, vision, having the phorical analysis: bold typeface for the subjects; upper-case right to iron, brain not identical, and, jasmine rice for the tenors; and italic for the vehicles. and glutinous rice. The metaphors in the text not only serve their tenors in respective incidents, but, LIMITATIONS OF THE STUDY in turn, become sub-metaphors for other related subjects, which might be stated elsewhere. An There are five points that appear to be the example is seen from his argument over jasmine rice limitations of this study: and glutinous rice originally stated in the context of 1. Speeches of the four successive years. The the globalization agreement which imposed growing speeches being studied are confined within only four jasmine rice for export, while growing glutinous successive years, when Thailand experienced the rice—a native commodity of the land—was dis- economic crisis. However, the sufficiency economy couraged. The two terms not only stand for the was mentioned many years before and after in the consideration of the external influence, but also December 4th event. The sufficiency economy in the allude to an awareness of localism, culture, climate years before 1997 might help set the stage of this and geography—trueaspects of the nature one cannot principle, thereby revealing its evolution, whereas deny. Nevertheless, the King’s stylistic argumen its exposure in the later years after 2000 might tation aims not to win over the opposite party, but to provide a clearer picture of how it evolved into illustrate where the equilibrium of the matter resides. practice. His argumentative styles concluded that the 2. Socio-political and economics contexts. It is sufficiency economy should not be too extremely interesting that during the December 4th events from practiced, but needed to be fine-tuned with the 1997 – 2000, Prime Minister Chuan Leekpai was the individual’s context and environment. head of the government. The King’s response to the Parallel with the Buddhist Middle Paths, the inter- government, or exigencies, might vary if the govern- connectedness of elements—or Buddhist iddap- ment was different. A study about socio-political paccayata—as the fifth stylistic device, helps the issues concerning the exigencies or current events King in his attempt to explain the attitudes and might help to gain more insights of how the behaviors that are based on the concept of the law of government interacted with the King and how he cause and effect, causal relation, or conditioned perceived its members. The issue on the economic genesis. His remarks on the clusters of “flood context is confined within the macro economic prevention,” “mutual help,” “cooperation,” “respon- report. The micro economic perspectives—be they sibility,” and “suitability,” were explained by using from the agricultural industry or labor industry—may causal relationship, in which all parties concerned help to provide a profound rationale to the King’s may yield from or be affected by certain acts. The argument on the economic issue. King’s metaphorical portrayal of the vehicles quarrel 3. Public relations impact. Since 1995, the and quit and our hearts communicate, though brief, sufficiency economy went through a broad channel appears with a strong use of its own text to discuss of public relations. Public relations work on the the interconnectedness of elements—a heterogeneity sufficiency economy was not executed by the palace, of rhetoric, thereby promoting the tenors but by the government agencies or any organizations MODERATION and UNITY, which are the very that have been interested in either popularizing the heart of the sufficiency economy. concept or identifying their acts with such concept. A Buddhist principle, the audience-based practice Popularity, or even the future, of the sufficiency is the last stylistic device, which may be dubbed as economy therefore depends largely on the continuing epistemology—a self-validating truth tested and public relations, especially when the government’s verified by the individual without enforcing any fixed general policy is indifferent about this concept. A rule or theory. Truth and knowledge are the two key review of the public relations effect on the sufficiency words the King emphasized in every December 4th economy might help support the fact whether it is a address. This stylistic device lets the audience mere buzzword overly used by any organizations or a uncover truth by themselves, while, at the same time, genuine echo from the people. portrays a consideration for the audience’s different 4. The King’s ethos and the people’s pathos. It levels of perception. The clusters of “mutual help,” is rather subtle in the Thai culture to identify what “per- severance,” “responsibility,” “suitability,” and makes an ethos for the monarch, for it is taboo to “wis- dom” apparently demonstrate the expansive question about the monarch’s credibility, dyna- meanings and examples that embody the issues on mism, or trustworthiness. However, no one denies both mental discipline and wisdom—the vital that what makes the December 4th speech and event characteristics for an individual to find truth by appealing and highly held is the King himself, thus him/herself. The vehicles in the metaphorical drawing a great deal of attention and loyalty from the analysis—being of a worthy cost, support, lighting people. The people’s sentiment, or pathos, toward candles when dark, and, great victory—move the their beloved King also appears to be another audience beyond their individual and limited qualitative product, in which subjective interpretation perspectives to a mutual understanding of a more is inevitable. Unless spoken and emphasized by the unified truth that lies below the surface of the King, the scenario of the sufficiency economy would discourse, thus an epistemology. have been different and it might not have achieved an overwhelming response like this. A study of the 3. A humble eloquence speech. There is no King’s ethos to supplement this study might be an superlative degree used or found in either Thai or ambitious plan, but would render the research with an English, in the King’s speech. Such phenomenon is ideal result. unique, especially when the speech is meant for an 5. Translation. Although the King translated his epideictic form, which should boost the morale of the Thai version into English by himself and maintained audience with a sheer expression. Rather, the King his “voice” throughout the text, the English text appeared modest upon admitting his success, yet cannot maintain the totality of the nuance of language eloquent enough to illustrate his sharp wisdom. The and expressions as in the original form. The research equilibrium of expression and the King’s posture is aiming to identify metaphors or symbolic acts given maintained and reserved. in Thai, but conveying its result in English, faced 4. An audience based rhetoric. As all speech is with not only a linguistic problem, but the cultural audience oriented, aiming to make people of diverse aspect of the language and the audience’s perception, levels of perception understand the King’s words, the too. At times, however, the English version conveys sufficiency economy is for all walks of life. In such the more interesting, perhaps real, meaning that the speech, there are quests for national identity and King wanted to say. At the same time, suppose this identity of the sufficiency economy, upon which trust rhetorical analysis would be conducted in Thai, it for and confidence in one and another are built. would have involved extensive use of the royal words 5. Sufficiency economy is inseparable from the and the courtly expressions that ensure the critics’ New Theory; sufficiency economy functions as a respect of the artifact being studied. Such effect philosophy, while the New Theory is the prototype. would filter the essentials of the symbolic acts the Both work with each other like shadows. King expressed, and dilute the critical statement the The sufficiency economy may, or may not, be critics intend to achieve. repeated in the future December 4th speech, but its 6. The nature of ethnography and historiography. philosophy has been instilled in the Thai people Since this study analyzes the speeches given in the through their loyalty, faith, and trust in their past, it is bound to a work of historiography. benevolent King. Thus, the sufficiency economy is Information relating to the speech event is confined the Rhetoric of the Nation. to the official regulations only; thus, the publication of information is limited. Ethnography of the event might have allowed for acquiring more information REFERENCES to supplement the analysis, especially on the Aurawan Philanthaowart. (1983). 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Phra pathom borom raja ongarn kuan pinit [Pondering upon the King’s premiere statement]. In Suchart Pongpanich. (Ed.). Rajabhat (Nakornswan Campus) Sym- posium on Khru pasa thai khong paen din: phra atchariyapaap tang pasa thai nai phra Apichart Intravisit, Ph.D. earned his doctoral degree baht somdej phra chao yu hua [Thai language of Interpersonal Communication from the joint teacher of the kingdom: The King’s expertise in program of Bangkok University and Ohio University Thai language] (pp. 11-28). Bangkok: Tanawat in 2004. His concentration in the doctoral study was Printing. on rhetorical study. Holder of Master of Public Wasit Dejgunjara. (2001). Roy phra yugala baht Administration from Long Island University, New [The royal foot steps]. Bangkok: Matichon. York (1986) and Bachelor of Political Sciences from Wichelns, H. A. (2000). The literary criticism of Chulalongkorn University (1983), Apichart has oratory. In C. R. Burgchardt, (Ed.), Readings in worked in several professional fields including rhetorical criticism, (pp. 3-28). State College, administrations, public relations, corporate affairs and PA: Strata Publishing communication with two organizations during 1987 – 1998. An executive director of Bangkok Symphony Journal Orchestra, he is also a keen public speaker and Aurawan Philanthaowart. (1998). “Karn wikroah presenter for the arts and culture arena, hosting TV prah raja damras nai ngann phiti [Analysis of programs and organizing classical music events. royal speeches],” Journal of Mass Com- Apichart teaches as a visiting lecturer at Bangkok munication, December, pp. 25-43. University and Rangsit University.