PIMRYPIE'S COMMUNICATION CONTEXT IN THE ONLINE MARKET

Abstract

Introduction: Pimrypie is an online merchant who is widely recognized in Thailand’s digital era, a period marked by the rapid growth of e-commerce. Her success is driven by the effective use of digital media technologies and online marketing strategies. Objective: to analyze the communication context of an online seller, Pimrypie, through Hymes’ (1974) Ethnography of Communication. The analysis examines eight components of the S-P-E-A-K-I-N-G framework Setting/Scene, Participants, Ends, Act Sequence, Key, Instrumentalities, Norms of Interaction and Interpretation, and Genre to understand creative media use in digital communication. Methods: a qualitative research design with content analysis and heuristic interpretation based on Hymes’ framework. Results: 1) Pimrypie’s livestream communication exhibits a distinctive blend of product selling, entertainment elements, and real-time audience engagement; 2) the seller consistently employs linguistic strategies such as storytelling, varied speech acts, marked lexical choices, and symbolic cues to attract viewers and create a sense of closeness; 3) her language use reflects the identity of a hardworking middle-class woman whose persona is characterized by relatability, sincerity, and authenticity; 4) interactive practices such as reading comments, responding spontaneously, and engaging in conversational exchanges strengthen positive relationships, enhance trust, and influence purchasing decisions; and 5) during the COVID-19 crisis, livestreams functioned not only as commercial spaces but also as social spaces that alleviated stress, provided information, and fostered emotional connection with viewers. These findings contribute to a deeper understanding of identity construction and the role of language in shaping the dynamics between digital economy practices and contemporary consumer culture.