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Phanupong Thumnong

Mr Phanupong Thumnong

Research student

School of English, Communication and Philosophy

Email
ThumnongP@cardiff.ac.uk

Overview

Phanupong Thumnong (Cody) is currently a PhD student in Centre for Language and Communication Research. His primary research interests include (critical) discourse analysis in public and professional domains, especially in cross-cultural contexts. 

Academic backgound:

  • MA in Language and Communication Research, Cardiff University, UK (2022)
    Disssertation title: Representation of OnlyFans and its Content Creators in the British and Thai News Media: A Cross-linguistic Corpus-assisted Discourse Analysis
  • MA in English, Khon Kaen University, Thailand (2017)
    Thesis title: An Analysis of Job Application Letters Written by ASEAN Applicants: Move Analysis, Move Strategies, and Politeness Strategies
  • BA in Business English, Khon Kaen University, Thailand (2009)

His current research explores the representation of LGBTQ+ community and global commodity brands in their 'queer-friendly' marketing campaigns. 

Research

Phanupong's main research interests include:
- (critical) discourse analysis
- corpus-assisted discourse analysis (CADS)
- (critical) genre analysis
- Media representation 

His interests also expand into: 
- Technology in English language teaching 
- English for specific purposes (ESP) 

Publications

Journal articles
- Tongpoon-Patanasorn, A., & Thumnong, P. (2020). Move and Politeness Strategies in Job Application Letters in ASEAN Contexts. LEARN Journal: Language Education and Acquisition Research Network, 13(2), 105-125.  https://so04.tci-thaijo.org/index.php/LEARN/article/view/243697

Conference Papers & Proceedings
- Thumnong, P. (2020). English Language Students' Perceptions of Interchanged Application of Face-to-Face and Synchronous Virtual Classrooms. Proceedings of The IAFOR Southeast Asian Conference on Education 2020, 7-9 February 2020, Singapore, 99-112. https://papers.iafor.org/submission55061/
- Thumnong, P. and Tongpoon-Patanasorn, A. (2017). A Genre Analysis of Job Application Letters written by ASEAN Applicants. Proceedings of The Asian Conference on Education & International Development 2017, 26-29 March 2017, Kobe, Japan, pp. 345-355.  https://papers.iafor.org/submission34975/

Thesis

Commodification and Marketization of the LGBTQ+ community: Critical discourse analysis of queer-friendly marketing campaigns

My project analyzes the representation of the LGBTQ+ community and global commodity brands in their ‘queer-friendly’ marketing campaigns. Different modes of LGBTQ+-inclusive advertising commercials form the data for analysis. Drawing upon the approaches of critical discourse analysis and queer linguistics, I aim to reveal how the LGBTQ+ identities are linguistically and multimodally represented as social actors in the campaigns in relation to the notions of gender binarisms, hetero-/homo-normativity, and intersectionality. In addition, I aim to explore how campaign producers (i.e., brands) linguistically and multimodally associate themselves as agents with the LGBTQ+ community in their marketing campaigns. The findings will reveal to what extent global commodity brands uphold or challenge the hetero-/homo-normativity and sexual (and intersectional) marginalization in their ‘queer-friendly’ marketing campaigns, and explore whether these brands can be said to exploit the concepts of queerbaiting and rainbow capitalism in capitalist society. 

Supervisors

Amanda Potts

Amanda Potts

Senior Lecturer

External profiles