||300 Social sciences > 305 Social groups
||LPPKN - National Population and Family Development Board, Malaysia: Population and Family Research Division
||Visual communication, Multimodality, Contraceptive, Family, Culture
||This paper has been presented at the National Population Conference 2021 (PERKKS 21) - online conference on 16-17 November 2021. It is jointly organized by the National Population and Family Development Board (LPPKN), United Nations Population Fund (UNFPA) Malaysia, Faculty of Business and Economics, Universiti Malaya (UM) in collaboration with WMIT Group Sdn Bhd.
||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).