This study presents a sociolinguistic and lexical analysis of the discourse particle “aw” among Thai speakers, focusing on its pragmatic functions and social variation. Using a qualitative, survey-based design with 30 participants, it examines how “aw” is used in online and face-to-face communication. Findings show that “aw” functions primarily as an expression of emotional response and empathy in informal peer interaction, while being context-sensitive and typically avoided in formal or hierarchical settings. The study highlights its role as a pragmatic softening strategy and its relevance for foreign teachers in interpreting Thai conversational norms.