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A multimodal analysis of Malaysian contraceptive promotional materials

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 anal...

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Main Authors: Theo, van Leeuwen, Ang, Pei Soo, Fauziah, Taib
Format: Conference or Workshop Item
Language:English
Published: 2021
Subjects:
HS Societies secret benevolent etc
HV Social pathology. Social and public welfare
Online Access:http://eprints.um.edu.my/26065/1/PERKKS21%20Prosiding%20Persidangan_Conference%20Proceedings%2056%20Ang%20Pei%20Soo.pdf
http://eprints.um.edu.my/26065/
https://www.lppkn.gov.my/index.php/berita/1467-persidangan-kependudukan-kebangsaan-2021-perkks-21-16-november-2021-secara-atas-talian-aplikasi-zoom-jemputan-penyertaan-dan-penghantaran-abstrak-sebelum-30-ogos-2021
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spelling my.um.eprints.260652022-02-22T07:05:02Z http://eprints.um.edu.my/26065/ A multimodal analysis of Malaysian contraceptive promotional materials Theo, van Leeuwen Ang, Pei Soo Fauziah, Taib HS Societies secret benevolent etc HV Social pathology. Social and public welfare 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. 2021-12-31 Conference or Workshop Item PeerReviewed text en http://eprints.um.edu.my/26065/1/PERKKS21%20Prosiding%20Persidangan_Conference%20Proceedings%2056%20Ang%20Pei%20Soo.pdf 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) https://www.lppkn.gov.my/index.php/berita/1467-persidangan-kependudukan-kebangsaan-2021-perkks-21-16-november-2021-secara-atas-talian-aplikasi-zoom-jemputan-penyertaan-dan-penghantaran-abstrak-sebelum-30-ogos-2021
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
language English
topic HS Societies secret benevolent etc
HV Social pathology. Social and public welfare
spellingShingle HS Societies secret benevolent etc
HV Social pathology. Social and public welfare
Theo, van Leeuwen
Ang, Pei Soo
Fauziah, Taib
A multimodal analysis of Malaysian contraceptive promotional materials
description 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.
format Conference or Workshop Item
author Theo, van Leeuwen
Ang, Pei Soo
Fauziah, Taib
author_facet Theo, van Leeuwen
Ang, Pei Soo
Fauziah, Taib
author_sort Theo, van Leeuwen
title A multimodal analysis of Malaysian contraceptive promotional materials
title_short A multimodal analysis of Malaysian contraceptive promotional materials
title_full A multimodal analysis of Malaysian contraceptive promotional materials
title_fullStr A multimodal analysis of Malaysian contraceptive promotional materials
title_full_unstemmed A multimodal analysis of Malaysian contraceptive promotional materials
title_sort multimodal analysis of malaysian contraceptive promotional materials
publishDate 2021
url http://eprints.um.edu.my/26065/1/PERKKS21%20Prosiding%20Persidangan_Conference%20Proceedings%2056%20Ang%20Pei%20Soo.pdf
http://eprints.um.edu.my/26065/
https://www.lppkn.gov.my/index.php/berita/1467-persidangan-kependudukan-kebangsaan-2021-perkks-21-16-november-2021-secara-atas-talian-aplikasi-zoom-jemputan-penyertaan-dan-penghantaran-abstrak-sebelum-30-ogos-2021
_version_ 1735409380804788224
score 13.211869

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