Persuasive Strategies for Donations on Bin Bunluerit’s Facebook

Abstract

              There have been a number of donations generated by the use of persuasive strategies on Thai social media. This study aimed at investigating persuasive language strategies used to ask for money donations by Bin Bunluerit on his Facebook account in terms of their discourse structures and elements. The twelve sets of data were gathered from November 2017 to April 2018.  It was found that the schematic structures and elements of donation requests were divided into three parts namely the beginning, the middle and the end. In addition, there were ten language strategies found in the discourse of donation requests which were the uses of lexical choice to express health and physical conditions, family status, occupation, earning, emotions, kindship, age, time, amount of money and blessing/thanks. When studying the relationship between the discourse structures and elements of donation requests and the language strategies, it was discovered that the persuasive structures used in the donation request of Bin Bunluerit were created based on both the discourse structures and elements, and the language strategies leading to persuasion in charity.