สื่อสุขบัญญัติต้านภัยโควิด-19: วาทกรรมพหุรูปแบบและบทบาท National Health Recommendations Media against Covid19: Multimodal Discourse and Role

Abstract

Abstract

The Ministry of Public Health in Thailand had applied the National Health Recommendations and Covid19 preventive measures to promote health behaviors through infographics following their 'National Health Recommendations-based New Normal' policy in 2020. These four sets of infographic prototypes were analyzed qualitatively with Multimodal Discourse Analysis in order to investigate the use of language, images and meanings and to explain the possible role of the media in promoting health behaviors against Covid19. The results show that both language and images in the infographics complement each other to enhance meanings. By Ideational meaning, language communicates the main content and details whilst images emphasize the main content with Representational meaning. Suggestive language is used to communicate Interpersonal meaning and human images with Interactive meaning are employed for persuasive effects. In terms of Textual and Compositional meanings, both language and images are influenced by the characteristics of infographics and language therefore has image quality of being succinct with font size, positions and colors attractive to eyes. Moreover, results indicate that the multimodal discourse of the media is related to three types of culture; namely, health culture, social culture and communication culture. The complementary multimodal discourse and inclusive culture could foster National Health Recommendations-based New Normal health behaviors.