A multimodal analysis of Malaysian contraceptive promotional materials

Theo, van Leeuwen and Ang, Pei Soo and Fauziah, Taib (2021) A multimodal analysis of Malaysian contraceptive promotional materials. In: Persidangan Kependudukan Kebangsaan 2021, 16-17 November 2021, Virtual. (Submitted)

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Communicating about contraception is still a taboo subject for many Malaysians. This study focuses on the use of multimodal communication in providing information and promoting contraception to the Malaysian public. Employing Kress and Van Leeuwen’s visual grammar framework and linguistic genre analysis, the study unpacks the social-cultural practices represented in printed and digital promotional materials disseminated by Malaysia’s three main responsible agencies. These resources were published by the National Population and Family Development Board (NPFDB), the Ministry of Health (MOH) and the Federation of Reproductive Health Association of Malaysia (FRHAM). The visuals suggest that contraceptive information is only relevant for families and portray ideal heteronormative and happy nuclear families, therefore excluding citizens who do not fit into the ideal such as non-binary couples, intermarried couples, also childless and childfree couples. The visuals also portray obstacles to contraceptive acceptance due to factors such as ethnicity, religion, socio-economic status, urban-rural differentiation and fear of risks. Overall, the materials suggest a conservative take on contraception and gendered roles, bound by local tradition and cultures. It is concluded that visual contraception discourses should be more inclusive, more informative about choices and promote rights, if they are to move towards meeting Target 3.7 of the United Nation’s Sustainable Development Goal 2030 of providing choices about contraception methods acceptable and appropriate to people’s circumstances.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Conference via virtual
Uncontrolled Keywords: Visual communication; Multimodality; Contraceptive; Family; Culture
Subjects: H Social Sciences > HS Societies secret benevolent etc
H Social Sciences > HV Social pathology. Social and public welfare
Divisions: Faculty of Languages and Linguistics
Depositing User: Mr. Mohd Safri
Date Deposited: 22 Feb 2022 07:05
Last Modified: 22 Feb 2022 07:05
URI: http://eprints.um.edu.my/id/eprint/26065

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