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ID: 102753

Localizing HIV/AIDS discourse in a Rural Kenyan community / Banda, Felix; Oketch, Omondi

Banda, Felix	Journal Article
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2011.

Summary/Abstract

This paper examines the effectiveness of multimodal texts used in HIV/AIDS campaigns in rural western Kenya using multimodal discourse analysis (Kress and Van Leeuwen, 2006; Martin and Rose, 2004). Twenty HIV/AIDS documents (posters, billboards and brochures) are analysed together with interview data (20 unstructured one-on-one interviews and six focus groups) from the target group to explore the effectiveness of the multimodal texts in engaging the target rural audience in meaningful interaction towards behavioural change. It is concluded that in some cases the HIV/AIDS messages are misinterpreted or lost as the multimodal texts used are unfamiliar and contradictory to the everyday life experiences of the rural folk. The paper suggests localization of HIV/AIDS discourse through use of local modes of communication and resources.

Key Words

Communication ; Kenya ; HIV/AIDS ; Discourse ; Multimodal ; Poster

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ID: 187164

Multimodal approach to attitudes towards Tibet in Chinese language textbooks / Zhang, Qi; Cuo, Ya

Zhang, Qi	Journal Article
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Summary/Abstract

Drawing on an examination of Chinese language textbooks for Tibetan ethnic students in the Tibet Autonomous Region of mainland China, this study scrutinises the representation of Tibetan images and the official attitude towards Tibet embedded in the textbooks. Using multimodal discourse analysis (MDA), the paper investigates how government perceptions of Tibet are constructed through the co-deployment of visual and textual semiotic resources in Chinese language textbooks. This study suggests an overall positive attitude towards Tibet shown in the textbooks. However, the references to Tibet or Tibetans are usually situated as topics of the ‘past’, which indicates a sense of their being uncivilised or backwards. The positive yet stereotyped portrayal of Tibet is in line with national identity construction to ensure a unified nation-state. This study examines both text and image in textbooks in order to understand state ideologies and official attitudes towards a minority group.

Key Words

Tibet ; Chinese Language ; Attitude ; Multimodal

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