Surviving covid-19: a multimodal discourse analysis of new media covid-19 vaccination-related pictorials

Abstract

Abstract This paper explores the communicative acts deployed in covid-19 vaccination-related pictorials circulated on digital media platforms. Seven internet images were purposively sampled with a view to exploring their communicative functions as well as their generic structure. The data, which were culled from the websites of the World Health Organisation, Centre for Disease Control, Pan American Health Organisation and Facebook, were subjected to qualitative analysis. The study deployed van Leeuwen’s Multimodal Discourse Analysis and Yuen’s Generic Structure Potential as theoretical anchor. The multimodal communicative acts are deployed for instructive, illustrative, informative, persuasive, inviting and advisory purposes. Categories such as Lead, Emblem, Announcement and Enhancer are compulsory in the data while Display, Tag and Call-and-Visit Information are non-compulsory elements. This can be catalogued as: ‘Lead^(Display)^Emblem^(Announcement)^(Enhancer)^(Tag)^(Call-and-Visit Information)’. The study contends that the various semiotic resources deployed in the internet-circulated covid-19 images are used not only for informative and other communicative purposes but also to evoke attitudinal change towards and encourage widespread acceptance of the covid-19 vaccines.