A multimodal discourse study of selected COVID-19 online public health campaign texts in Nigeria.

IF 2.4 1区 文学 Q1 COMMUNICATION
Tunde Ope-Davies Opeibi, Mojisola Shodipe
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Abstract

This paper discusses web-based public health discursive practices during the Coronavirus (COVID-19) pandemic in Nigeria. It utilises a multimodal discourse approach to explore how a combination of textual and visual resources was deployed to communicate informative and educative public health safety campaigns during the period. Essentially, this study discusses multimodal resources as a rhetorical technique for creating a public discursive engagement space designed to educate the public and mitigate the effect of the pandemic. The dataset was collected during and after the lockdown in 2020 (March-September) through media monitoring and manual downloading of relevant online COVID-19 posts, messages and public health advisories largely from WhatsApp platforms and the portals of some Nigerian national newspapers. Using insights from relevant approaches in discourse analysis (e.g. Multimodal Discourse and Critical Discourse Analysis), we adopted a qualitative content analysis approach to analyse on how online posts as multimodal resources amplify the role of social media affordances in producing and promoting public safety messages helped to control the spread and mitigate the effects of the pandemic. The study also shows that discursive and multimodal resources were deliberately deployed to increase the effectiveness of the technology-driven public health campaign. To a large extent, multimodal resources were found to complement lexico-semantic properties of online communication, where social media messages are created, crafted and reconstructed within a uniquely Nigerian public discourse context. The study further illustrates the increasing importance of web-based platforms as discursive sites for enacting and negotiating meanings during event-driven social activities and public engagement in the Global South.

对尼日利亚选定的新冠肺炎在线公共卫生运动文本的多模式话语研究。
本文讨论了尼日利亚冠状病毒(新冠肺炎)大流行期间基于网络的公共卫生话语实践。它利用多模式话语方法来探索在这一时期如何将文本和视觉资源相结合来传播信息和教育性的公共卫生安全运动。从本质上讲,这项研究讨论了多模式资源,将其作为一种修辞技巧,用于创建一个公共话语参与空间,旨在教育公众并减轻疫情的影响。该数据集是在2020年封锁期间和之后(3月至9月)通过媒体监测和手动下载相关在线新冠肺炎帖子、消息和公共卫生建议收集的,主要来自WhatsApp平台和一些尼日利亚全国性报纸的门户网站。利用话语分析中相关方法(如多模式话语和批判性话语分析)的见解,我们采用了定性内容分析方法来分析作为多模式资源的在线帖子如何扩大社交媒体可供性在产生和推广公共安全信息方面的作用,有助于控制疫情的传播和减轻疫情的影响。该研究还表明,有意部署话语和多模式资源,以提高技术驱动的公共卫生运动的有效性。在很大程度上,多模式资源被发现是对在线通信的词典语义特性的补充,社交媒体信息是在尼日利亚独特的公共话语背景下创建、制作和重建的。该研究进一步表明,在全球南方以事件为导向的社会活动和公众参与中,网络平台作为话语网站,在制定和协商意义方面越来越重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.50
自引率
4.50%
发文量
52
期刊介绍: Discourse & Society is a multidisciplinary peer-reviewed journal whose major aim is to publish outstanding research at the boundaries of discourse analysis and the social sciences. It focuses on explicit theory formation and analysis of the relationships between the structures of text, talk, language use, verbal interaction or communication, on the one hand, and societal, political or cultural micro- and macrostructures and cognitive social representations, on the other hand. That is, D&S studies society through discourse and discourse through an analysis of its socio-political and cultural functions or implications. Its contributions are based on advanced theory formation and methodologies of several disciplines in the humanities and social sciences.
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