Abstract
This paper describes the application of the visual social semiotics schema developed by Kress and van Leeuwen (1996) to sexual health leaflets and posters for young people (age 13 to 19 years) in order to explore how male heterosexuality is managed at a visual level. It illustrates the use of the method, and its advantages and drawbacks in comparison with other methods, and highlights the importance of visual representations as a source of sociological data. This analysis shows how social semiotics can be applied to reveal the discourses in images, and how sexual health materials reinforce dominant ideologies of masculinity. The implications of the findings are discussed in relation to the potential effectiveness of sexual health materials.
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