Visual Language and Hate speech: An Analysis of Thai Media Discourse in the Thai-Cambodian Border Situation

Abstract

This article examines the construction of Hate speech in Thai media along the Thai–Cambodian border, focusing on language and imagery that generate othering and marginalization of ethnic groups. Using Critical Discourse Analysis (CDA) and Social Semiotics, the study analyzes how metaphors, sarcasm, ethnic markers, and visual symbols such as dark colors, violent images, and satirical memes reinforce negative stereotypes and emotional arousal.Impact assessment reveals that such media content influences attitudes and behaviors of border populations, reduces social cohesion, and exacerbates tensions between Thailand and Cambodia. Comparative analysis with global contexts indicates that linguistic strategies and multimodal communication are similar internationally, but local history, culture, and border-specific contexts shape unique manifestations in Thai media. Policy recommendations include developing neutral communication frameworks, ethical management of images and symbols, media literacy education for border populations, collaborative cross-border communication protocols, and continuous monitoring and research. These strategies aim to mitigate the social impact of Hate speech, enhance interethnic understanding, and promote sustainable border relations.This study highlights the importance of analyzing language and imagery in Thai media as tools for understanding the mechanisms of Hate speech and developing effective interventions to reduce social tensions along the Thai–Cambodian border.