Fear generation in the multimodal communication of sexual and reproductive health to Malaysian adolescents

There has been much debate about the state of sexuality education in Malaysia which is heavily influenced by conservative cultural and religious attitudes. To better understand the scenario, this study examines how sexual and reproductive health and rights (SRHR) education is communicated multimodally to adolescents via printed and digital promotional materials. These materials were produced by the three main responsible agencies: the National Population and Family Development Board, the Ministry of Health Malaysia and the Federation of Reproductive Health Association Malaysia. Adopting Kress and Van Leeuwen’s visual grammar framework in Reading Images (1996) with a focus on visual composition, social actor analysis and viewer positioning, the materials were found to predominantly address Malay teenagers and carry fear-based messages about abstinence and the consequences of committing zina (a Malay word for illicit sexual relations). Custom and conformity rather than expert legitimation and trust in the social and health authorities dominate local sexual health education. The authors argue that contraception should be advocated through a discourse of health and social risk mitigation and responsible gender roles while respecting cultural and moral obligations. Adolescents also have a right to be informed about options appropriate to their own circumstances in line with Target 3.7 of the United Nations Sustainable Development Goals. Locally, such recommendations would contribute to Malaysia’s Shared Prosperity Vision 2030 and Twelfth Malaysia Plan which seek to improve the well-being of young citizens through targeted education and public services.