Interpersonal Meaning of Systemic Functional Multimodal Discourse Analysis on World Immunization Week 2021 Posters Related to Covid-19 Issue

M R Bustam

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

The purpose of this study is to determine how World Health Organization (WHO) packaged information related to Covid-19 issue, especially in the campaign of vaccination program all over the world. The interactional meaning represented in World Immunization Week 2021 Posters used by WHO in the campaign is examined and analyzed. The analysis focuses on the representation of visual and verbal mode through a Systemic Functional Multimodal Discourse Analysis (SFMDA) approach; this approach makes it possible to complete the analysis by using not only visual grammar in determining the visual mode but also Systemic Functional Grammar in determining the verbal mode. By visual grammar, interactional meaning is analyzed through the concept of interactive meaning involving attitude, social distance, contact, and modality in both interactive and represented participants while by Systemic Functional Grammar, the meaning is analyzed through the concept of interpersonal meaning involving the analysis of mood system. The results reveal that a compact combination between visual mode and verbal mode may increase the viewers’ readability and appropriate knowledge to the message of the posters, and finally, the goals which are expected by WHO as the poster maker in the campaign can be communicated and understood well.

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