A multimodal analysis of Malaysian contraceptive promotional materials

• Main Authors: Theo, van Leeuwen, Ang, Pei Soo, Fauziah, Taib
• Format: Conference or Workshop Item
• Language: English
• Published: 2021
• Subjects: HS Societies secret benevolent etc; HV Social pathology. Social and public welfare
• Online Access: http://eprints.um.edu.my/26065/1/PERKKS21%20Prosiding%20Persidangan_Conference%20Proceedings%2056%20Ang%20Pei%20Soo.pdf; http://eprints.um.edu.my/26065/; https://www.lppkn.gov.my/index.php/berita/1467-persidangan-kependudukan-kebangsaan-2021-perkks-21-16-november-2021-secara-atas-talian-aplikasi-zoom-jemputan-penyertaan-dan-penghantaran-abstrak-sebelum-30-ogos-2021

Communicating about contraception is still a taboo subject for many Malaysians. This study focuses on the use of multimodal communication in providing information and promoting contraception to the Malaysian public. Employing Kress and Van Leeuwen’s visual grammar framework and linguistic genre analysis, the study unpacks the social-cultural practices represented in printed and digital promotional materials disseminated by Malaysia’s three main responsible agencies. These resources were published by the National Population and Family Development Board (NPFDB), the Ministry of Health (MOH) and the Federation of Reproductive Health Association of Malaysia (FRHAM). The visuals suggest that contraceptive information is only relevant for families and portray ideal heteronormative and happy nuclear families, therefore excluding citizens who do not fit into the ideal such as non-binary couples, intermarried couples, also childless and childfree couples. The visuals also portray obstacles to contraceptive acceptance due to factors such as ethnicity, religion, socio-economic status, urban-rural differentiation and fear of risks. Overall, the materials suggest a conservative take on contraception and gendered roles, bound by local tradition and cultures. It is concluded that visual contraception discourses should be more inclusive, more informative about choices and promote rights, if they are to move towards meeting Target 3.7 of the United Nation’s Sustainable Development Goal 2030 of providing choices about contraception methods acceptable and appropriate to people’s circumstances.