COLOR TERMS AND COLOR WORLDVIEW AMONG THAI GENERATION Z AND PRECEDING GENERATIONS ON THE DIGITAL LANDSCAPE

This study investigates the ethnolinguistic variation and conceptualization of color terms among Thai speakers, specifically contrasting Generation Z "digital natives" with preceding generations to find out the impact of the digital landscape on linguistic change. Using a mixed-methods approach, the research analyzed 3,234 color tokens elicited from 40 participants across four demographic groups through semi-structured interviews and 72 standardized visual stimuli. To ensure precise measurement, color terms were segmented into tokens and classified into seven categories, including Basic Color Terms (BCTs) and various non-basic categories such as Physical Qualities, Object/Nature References, and Cultural/Marketing Associations. Quantitative analysis utilizing the Shannon–Wiener Diversity Index (H') and Pielou’s Evenness Index (J') reveals that Gen Z possesses a significantly more lexically diverse and evenly distributed color repertoire (H' = 1.512, J' = 0.844) compared to preceding generations (H' = 1.389, J' = 0.775). The findings demonstrate a fundamental shift from the predominantly descriptive naming practices of older cohorts which emphasize physical qualities and layered compound colors to an expressive, semiotic approach led by Gen Z. Within the generations, gendered patterns were striking: Gen Z women exhibited the highest diversity (H' = 1.557) and were responsible for 86% of cultural/marketing association tokens, while preceding-generation men showed the lowest diversity (H' = 1.290) and a near-absence of man-made object references. Analysis of primary color groups reveals that while GREEN remains the most dominant and nature-anchored boundary for all participants, categories like PINK, PURPLE, and BLUE have become primary loci for innovation through cultural borrowing and branding. Conversely, achromatic categories like WHITE and BLACK serve as stable bases for physical-quality modifications. These results illustrate how the digital landscape functions as a "micro-ecosystem" that accelerates lexical innovation, transforming color from a physical property into a symbolic tool.