A social semiotic study of public institutional websites focusing on teenage pregnancy in Brazil

Abstract

Although institutional websites focusing on health matters play an important role in providing information in contemporary society, analysis of the way they use visual communication has received scarce academic attention. This exploratory study seeks to address this neglect through a visual analysis of public institutional websites concerned with the prevention of teenage pregnancy, which, in Brazil, is a serious sociocultural predicament. Drawing on a social semiotic approach to communication, specifically using systemic-functional grammar, Kress and Van Leeuwen’s grammar of visual design ( Reading Images, 2021[2006]) and Van Leeuwen’s (2008) framework of visual social actors, the authors analyse the visual and verbal features used to portray the social actors in images from the selected websites. Results show that pregnant teenagers tend to be visually portrayed in isolation, suggesting a sense of powerlessness. Other relevant social actors such as parents and/or family members, fathers of the babies, medical and educational professionals are usually not represented. In addition, pregnant teenagers are portrayed generically, categorizing them, rather than portraying them as individuals. Teenagers who apparently abstain from sexuality, on the other hand, are shown in naturalistic images, smiling at the viewer and in happy closely-knit groups of friends. The texts also foreground the institutions providing the information, through logos and through typography.