THAI AND NON-THAI INSTRUCTORS’ PERSPECTIVES ON PEER FEEDBACK ACTIVITIES IN ENGLISH ORAL PRESENTATIONS: 1st December 2022; 31st January 2023; 2nd March 2023; 4th March 2023

The purposes of this research were 1) to investigate Thai and non-Thai teachers’ perspectives on peer feedback activities in English oral presentations; 2) to compare the perspectives on peer feedback activities of Thai and non-Thai teachers, and 3) to explore possible reasons affecting the Thai and non-Thai teachers’ perspectives on peer feedback activities in their real classroom practices. The study was conducted with 5 Thai and 5 foreign instructors. Questionnaires, interviews, and classroom observations were used to collect the data. Descriptive statistics and content analysis were employed in the data analysis. The results revealed that 1) in general both Thai and non-Thai instructors moderately agreed that peer feedback was beneficial for students, 2) the perspectives of Thai and non-Thai teachers in most items were not significantly different, and 3) there were six possible reasons why Thai and non-Thai teachers have different perspectives on some issues towards the use of peer feedback activities

INTENTION TO PARTICIPATE IN TAX EVASION: A SURVEY OF ACCOUNTING AND NON-ACCOUNTING BACKGROUND EMPLOYEES: Received: 14th February 2023; Revised: 16th June 2023, 22nd June 2023; Accepted: 24th June 2023

Tax evasion is still justified by Malaysian citizens as being tolerable and acceptable, as seen by the greater number of tax evasion cases and rise in unpaid tax figures in the country. This study examines the connection between attitude, perceived behaviour control and subjective norms towards tax evasion behaviour between the accounting and non-accounting background employees. This study adopts a quantitative methodology and based on non-probability sampling of Malaysian individual taxpayers. Google forms were used to collect all the data, then analysed using SPSS 22.0. The results indicate that employees with accounting backgrounds behave differently than those without an accounting background in terms of their aim to evade taxes. All variables show a positive correlation with tax evasion behaviour for employees with non-accounting backgrounds. However, among workers with accounting backgrounds, only subjective norms show a positive impact on tax evasion behaviour. As compares to non-accounting background employees, subjective norms and perceived behavioural control influence the intention to engage in tax evasion. The findings of this study may help employers prevent unintended tax evasion by educating employees on handling their tax returns. Additionally, this outcome will add value to the new knowledge particularly in the literature on tax compliance

SELF-ORIENTALISM REPACKAGED: WONG WING FRIED RICE: Received: 24th January 2023, Revised: 12th April 2023, 14th April 2023, Accepted: 21st April 2023

Globalization has prompted a multicultural retheorization of both consumer and market (Fu et al., 2014; Riefler et al., 2012; Kipnis et al., 2019). In short, the Canadian multicultural market consists of international goods which are authentic, domestic goods purporting authenticity (e.g., orientalizing), and multinational, fusion innovations that are authentic-ish (e.g., self-orientalizing; Hui, 2019; Li, 2020; Stephens, 2021). What results is a fetishistic commercialization of multiculturalism, where brands are packaging ethnicity and race to vie for consumer attention. This paper addresses the latter variety — self-orientalist packaging designed for products born out of (formerly) Chinese Canadian enterprises, namely Wong Wing Fried Rice. Developing an analytical and theoretical approach that can support the identification of racialization, racist typologies are situated in graphic design. Themes derived from the analysis include racism, orientalism, self-orientalism, exoticism, cultural appropriation, among others. Findings reveal how self-orientalist packaging and label design is discursively negotiated as both internalized racism and anti-racist resistance, necessitating a more nuanced approach that reflects the sociopolitical context in which products are branded. The adoption of transversalist tenets, an anti-racist modality outlined by the methodological component of this study, presents one possibility

PAULO COELHO'S VERONIKA DECIDES TO DIE: SEMIOTICS STUDY: Received: 23rd November 2023; Revised: 8th January 2023, 17th February 2023, 04th April 2023; Accepted: 11th April 2023

Veronika Decides to Die is one of Paulo Coelho's best-selling novels, through which he describes in details what is happening inside the wall of mental hospitals. The novel was first published in 1998. The researcher selects this novel as there is no study has been done so far in analyzing Veronika Decides to Die from a semiotics viewpoint. There are two main Semiotics theories, one is represented by the Swiss linguistics Ferdinand de Saussure and another is represented by the American philosopher Charles Sanders Peirce. Peirce's triadic theory of icon, index and symbol. The latter has been selected as a tool in answering the research question of: What are the main signs in Coelho's Veronika Decides to Die

AESTHETIC VALUE: ATTACHMENT TO DIGITAL EXPERIENCE AND REAL-LIFE EXPERIENCE: Received: 21st February 2023; Revised: 24th May 2023, 05th June 2023; Accepted: 13th June 2023

The purpose of this academic article was to proof the phrase “Phygital Experiences” by present the merging of digital experiences and real-life experiences in the view of value and aesthetics through 5 roles of digital approach, namely, the role of digital age towards education, the role of digital age towards work, the role of digital age towards economy, the role of digital age towards art and culture, and the role of digital age towards tourism. The study results revealed that technological evolution brings about new forms of interaction that people across the world consume and treat each other. Though digital experience enables people to have comfort, access information and communicate with each other more easily, people do not have profundity and meticulousness to understand experience. On the contrary, real-life experiences offer more experiences of participation in terms of sensory perception or emotional perception. However, they are unable to offer borderless connection and data accessibility as comfortable as digital experiences. Therefore, it can be said that digital experiences and real-life experiences cannot be separated since both of them can fulfill human’s good experiences in a different way, making humans feel fulfilled and enjoyable while they can admire things surrounding themselves. Humans receive benefits from technologies while connecting to the world they can touch

ROLES OF DIGITAL MEDIA IN PRESERVING TRIBAL HANDICRAFTS: Received: 14th March 2023; Revised: 11th May 2023, 5th June 2023; Accepted: 11th June 2023

This study aims to examine the roles of digital media in reserving tribal handicrafts corresponding to the key government policy in protecting livelihoods, arts, and cultures of tribes in Thailand. The results of the study reveal that in the 21st century, digital media play a suitable role for today's society in communicating with the audience about identities of local handicrafts. The contents are, then, perceived quickly and properly. Modern media can also enrich social values, reach out a more expansive range of the audience, and harmonize the context of Thai society. We often see the tribal handicrafts as a cultural selling point in movies, animations, advertisements, games, and online applications. Involving digital media in storing the way of life as well as recording cultural patterns and stories is beneficial resulting in the intercultural media where the digital age meets unique cultures. The creativity of digital media leads to commercial values known as a creative business to reserve tribal handicrafts in society for good

GENERATION XYZ’s BRAND ATTITUDE AND PURCHASE INTENTION IN RESPONSE TO INTERNATIONAL FASHION BRANDS: UDONTHANI, THAILAND: Received: 6th March 2023; Revised: 9th May 2023, 20th June 2023; Accepted: 23rd June 2023

The purpose of this study is to compare generation X, Y, and Z (Gen XYZ) in relation to their brand attitude and purchase intention toward international fashion brands and also to use independent and interdependent self-construal to investigate the influence of cultural differentiation on brand attitude and purchase intention in response to international fashion brands. An online survey was carried out with quota sampling and 400 valid surveys were collected in Udonthani. The results reveal that generations (X vs Y vs Z) have an insignificant influence on brand attitude in response to international fashion brands in that generations X vs Y and X vs Z are different in terms of purchase intention while generation Y vs Z are not. Self-construal (independent and interdependent) also has significant influence on brand attitude and purchase intention. As a consequence, marketers and retailers of international fashion brands should pay attention to Gen XYZ consumers and those with different self-construal as they are unique in terms of international fashion brand consumption

HOW IS MASCULINE IDEOLOGY REPRESENTED IN RADITYA DIKA'S STAND-UP COMEDY? Received: 23rd June 2023; Revised: 12th September 2023, 03rd October 2023; Accepted: 07th October 2023

This research aims to explicate how the ideology of masculinity is represented in Raditya Dika's stand-up comedy. Stand-Up Comedy Raditya Dika (SUCRD) is a collection of stand-up comedy performances created by comedian and writer Raditya Dika since 2016. Humor centered around masculinity and all things related to it consistently features in Raditya Dika's stand-up material. Using Roland Barthes' semiotic approach, this research examines masculinity within the context of SUCRD performances, with a specific focus on one episode titled Cowok Goblok featuring two monologues. This episode serves as an illustrative example of how masculine ideology is represented. The researcher limits the scope to one episode to avoid data saturation. Two key findings emerge from this study. Firstly, masculine ideology is conveyed verbally through the use of affiliative humor and self-enhancing humor. Secondly, masculine ideology is represented through narratives about decision-making, maturity, characteristics, expectations, and appearance of men. Stand-up comedy serves as a medium and space for the perpetuation of masculinity

AN UNADORNED ADORNMENT: THE AESTHETICS EXPERIENCE OF AN ALTERITY IN THE JEWELRY: Received: 10th March 2023; Revised: 20th July 2023, 04th August 2023; Accepted: 08th August 2023

Adornment of the human body is a cultural practice commonly found among all races and nationalities. These adornments represent their identities. Humans have created decorative pieces called jewelry, and each item plays a different role. Jewelry made from valuable materials is often considered expensive and symbolizes a wealthy status, as in this capitalist world, expensive objects are associated with the rich. Jewelry reflects a person's character, which is often intertwined with various subcultures. The materials used in jewelry represent one's sense of self, with markings on the body showcasing their character and spiritual connection to the object. The selection of materials is driven by the desire to express different facets of their identities. Those who fail to grasp the true meaning of these identities will not understand the genuine reasons for wearing these items. In the 21st century, global warming has spurred a move towards more sustainable design. Environmentally friendly production has become the new trend, where materials are chosen to reflect the essence of true adornment, while also being mindful of the environment. This growing environmental awareness has inspired action to support a long-lasting and eco-friendly environment

THE KNOWLEDGE-SHARING CULTURE IN AN OPERATIONAL EXCELLENCE PLANT AS COMPETITIVE ADVANTAGE FOR FORWARD-THINKING ORGANIZATIONS

Although knowledge sharing has been discussed quite a bit in the literature, the mediating and moderating mechanisms that influence team members in knowledge sharing to move from connecting with each other to building social capital and consequently engaging in knowledge sharing are still largely unexplored. This paper aims to shed light on the currently poorly understood knowledge flow of project managers across the value chain in the food-mass-production industry and to show the significance of competitive intelligence for plants in in the mass-production industry, the influence of competitive intelligence on strategic decisions, especially on positioning decisions, and the extent to which this process is influenced by the development of external influences and framework conditions. The findings are based on a literature review and the author’s five years of action research in the foot-packaging industry, supplemented by his annual audits. Unfortunately, literature examining the influence of organizational culture on knowledge sharing behaviours is not widely available. Thus, this paper is a methodological-theoretical attempt to review the literature on knowledge sharing examples, and thoroughly parses the knowledge gaps and potential pitfalls of misunderstanding. Unfortunately, literature examining the influence of organizational culture on knowledge sharing behaviours is not widely available. The results of this paper enrich the theory of organizational culture and knowledge management and help policy makers in providing measures to develop knowledge sharing behaviours