Negotiating Meaning in the Marketplace: Communication Strategies of Thai Vendors at Chatuchak Market

Abstract

This study investigates the communication repair strategies employed by Thai entrepreneurs interacting with non-native English speakers at Chatuchak Market in Bangkok. Drawing on frameworks from Faerch and Kasper (1977), Tarone (1977), and Lin (2007), the research analyzes how two vendors—a smoothie seller and a masseuse—used strategic language and nonverbal tactics to manage real-world misunderstandings in English as a Lingua Franca (ELF) contexts. Data were collected from naturally occurring vendor–customer interactions and analyzed through a two-tier framework comprising Reduction and Achievement Strategies. Findings reveal a clear preference for Achievement Strategies such as code-switching, appeal for assistance, mime/gesture, compensatory tools (e.g., calculators), and self-repair. These multimodal and interactive tactics were notably effective in resolving communicative breakdowns. In contrast, Reduction Strategies like topic avoidance and message abandonment were less effective and often led to unresolved exchanges. The study highlights the practical importance of visual, bilingual, and collaborative strategies in cross-cultural communication, particularly in fast-paced service encounters. By examining authentic ELF discourse, this research provides insights for language educators, business communication trainers, and vendors aiming to enhance transactional fluency in multicultural settings.