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A multimodal analysis of Malaysian contraceptive promotional materials
Item Type: Book Section
Editor:
Year: 00/00/2021
Abstract: 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).
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