A multimodal critical discourse analysis of online English language newspapers in Thailand

This study investigates the multimodal features and cultural dimensions embedded in online English language newspapers in Thailand, focusing on The Bangkok Post and The Nation through their X (formerly Twitter) official accounts. Over a two-week period, 32 news posts were analyzed using Multimodal Critical Discourse Analysis (MCDA) approaches. It reveals that The Bangkok Post employs formal visuals and detailed reporting as distinct editorial strategies, emphasizing objectivity and comprehensive coverage. In contrast, The Nation focuses on dynamic, community-oriented visuals and engaging narratives, appealing to collective experiences and social interactions. Applying Hofstede’s Cultural Dimensions Theory, the study finds that both newspapers reflect Thailand’s high Power Distance with formal depictions of authority figures. The Nation exhibits a more individual orientation by prioritizing news relevant to local audiences, while both maintain cautious reporting styles, avoiding sensationalism. The findings highlight how cultural values influence editorial choices and visual strategies on digital platforms, offering insights into how these newspapers navigate cultural diversity and shape audience engagement in Thailand’s media landscape.