Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)

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Systemic Functional Multimodal Discourse Analysis on Interpersonal Meaning: Digital Video Campaign of World Health Organization

Authors
Muhammad Rayhan Bustam1, *
1English Literature Study Program, Faculty of Humanities, Universitas Komputer Indonesia, Jalan Dipati Ukur, 102-106, Bandung, Indonesia
*Corresponding author. Email: muhammad.rayhan@email.unikom.ac.id
Corresponding Author
Muhammad Rayhan Bustam
Available Online 5 August 2024.
DOI
10.2991/978-2-38476-269-9_8How to use a DOI?
Keywords
Interpersonal Meaning; SFMDA; WHO’s Digital Campaign Video; World Health Day 2023
Abstract

The study aims to determine how World Health Organization (WHO) packaged the World Health Day 2023 digital video campaign. The interpersonal meaning represented in the campaign shared in either its official website or official Youtube channel is analyzed. The method used is qualitative descriptive since the data are both visual and verbal modes contained in the campaign, and they will be presented descriptively in analysis. The analysis approach used is Systemic Functional Multimodal Discourse Analysis (SFMDA); therefore, both visual and verbal mode representations are considered in the analysis. To analyze the visual, the visual grammar theory by Kress and Leeuwen is used while to analyze the verbal, Systemic Functional Grammar theory by Halliday is used. The results show that both visual and verbal modes have complemented each other to insure proper information delivery to the viewers; thus, the expected goal from WHO as the campaigner can be well communicated.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
5 August 2024
ISBN
978-2-38476-269-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-269-9_8How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Rayhan Bustam
PY  - 2024
DA  - 2024/08/05
TI  - Systemic Functional Multimodal Discourse Analysis on Interpersonal Meaning: Digital Video Campaign of World Health Organization
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)
PB  - Atlantis Press
SP  - 69
EP  - 89
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-269-9_8
DO  - 10.2991/978-2-38476-269-9_8
ID  - Bustam2024
ER  -