CONCEPTUAL METAPHORS IN THE THAI PICHAI-SONGKHRAM TEXTBOOK AND THE VISION IN ADMINISTRATIVE STRATEGIC PLANS

Abstract

The aims of this research to analyze and compare the communication patterns using conceptual metaphors that appear in the Thai Pichai-Songkhram literature of past war strategy texts with the visions in the current management strategy plans. The research method is qualitative research. The samples are documents of Thai Pichai-Songkhram Textbooks from the Fine Arts Department Library, the visions in the strategies of 100 organizations, and 10 experts in strategy development. The research instruments are inductive content analysis and focus group discussions. The data are analyzed using inductive content analysis.

          The research results found that there were 101 metaphors used in Thai Pichai-Songkhram textbooks, with the most being nouns at 92 words and mostly animal names at 31 words, with concepts linked to the characteristics and beliefs about the animals as metonymy and symbols. As for the vision in the strategy of the administrative organization, it appeared that most of them used adjectives at 87 words, with the most repeated words being the words sustainable and stable at 63 words, with the concept image being the desired outcome in the future as the main focus. When comparing them, it can be seen that the source domain and target domain destination concepts are different in that the use of metaphors in Thai war strategy textbooks is linked to the beliefs of that era. As for the administrative organization, words that clearly state the goals are used, while the future image was similar in general: the success of the army requires building morale to lead to victory, and the success of the administrative organization requires sustainability on a solid foundation by driving with principles