Journal of Asian Pacific Communication - Volume 35, Issue 1, 2025

Abstract

University students’ consumption plays a leading role in the level of social consumption. Taking Xiaohongshu, also called RED, meaning “little red book”, a popular social media in China, as a case, this paper scrutinizes the consumption characteristics of Chinese university students. To serve that purpose, a survey was administered in a university located at a second-tier city of China (n = 531). This paper mainly investigates whether contemporary university students have over-consumption behavior under the impact of social media and the factors and preferences that worry them in the consumption process, such as the senior style of bloggers, the type of recommended products, and so on. The result shows that product type, degree of trust, interactivity, quality of blog posts and videos, and consumption intention all have a positive and significant impact on students’ consumption behavior.

Abstract

This article applies Roland Barthes’ semiology in analyzing the content of the 15 most popular vlogs by Cong TV, a top Filipino vlogger. Using Barthes’ framework, the study uncovers hidden myths and ideological discourses embedded in Cong TV’s works that often reinforce the perspectives of the ruling class, whether consciously or unconsciously. The analysis identifies rhetorical strategies, including identification, erasure of history, inoculation, and intertextuality, while also identifying beneficiaries and victims within these narratives. The findings show the subtle ways in which humor and relatable content perpetuate social inequalities, discrimination, and colonial mentalities. The study highlights the significant role influencers play in shaping societal norms and calls for greater awareness and responsibility among content creators. It challenges the audience and scholars alike to scrutinize seemingly harmless content for deeper, often overlooked, cultural implications.

Abstract

Literature on Singapore’s linguistic landscape (LL) points to the prominence of English, and Mandarin, to a lesser extent. This is attributed to the city-state’s bilingual education policy and majority Chinese population. There is, however, lack of research on minority languages, and this paper addresses this gap by investigating the LL of Little India. This area serves multiple sociocultural functions: it is an enclave for the Indian minority in Singapore, a popular tourist attraction, and a gathering spot for migrant workers. While the findings show a strong dominance of English, in parts of Little India, there is greater prominence of the Indian languages, specifically Tamil, one of Singapore’s official languages, and Bengali, a language spoken by Bangladeshi migrant workers, typically employed in low-wage, labour-intensive jobs. English has both symbolic and informational functions in appealing to a wider demographic of tourists and Singapore’s multi-ethnic population, while Bengali serves an informational function.

Abstract

Global Englishes pedagogies challenge traditional English language teaching norms by promoting awareness of diverse English varieties and their communicative legitimacy. This study examines how four English lecturers at Thai universities integrate GE-awareness tasks into their classrooms, highlighting pedagogical strategies and implementation challenges. Through qualitative content analysis of lecturer interviews, three themes emerged: (1) GE-awareness task design, which includes classroom-campus bonding activities, GE-informed video analysis, and student-led discussions; (2) challenges in implementing GE pedagogies, such as institutional constraints, student resistance, and assessment misalignment; and (3) perceived impact on student learning, revealing improvements in students’ linguistic awareness, communicative confidence, and adaptability in multilingual interactions. Findings underscore the urgent need for ELT curriculum reforms to align with the realities of English as a global lingua franca. The study’s implications extend beyond Thailand, offering valuable insights for EFL educators worldwide seeking to foster inclusive and effective English communication skills in diverse sociolinguistic contexts.

This article reviews Language Learning Motivation in a Multilingual Chinese Context978-0-367-45756-3£ 120.00

This article reviews Consumer Nationalism in China: Examining its Critical Impact on Multinational Businesses9781839982859 £80.00

This article reviews Japanese Politicians’ Rhetorical and Indirect Speech: Verbal and Nonverbal Communication Usage978-981-99-4294-7£ 63.08

This article reviews A Corpus-Assisted Multimodal Analysis to Policy Addresses of Macao SAR Government: Two Decades of Change in Macao978-981-99-1194-3£ 109.61

This article reviews Translanguaging for Empowerment and Equity: Language Practices in Philippine Education and Other Public Spaces978-981-99-8589-0€ 117.69

This article reviews Boys Love Media in Thailand: Celebrity, Fans, and Transnational Asian Queer Popular Culture978-1-3503-3064-1$ 99.85