The Framing of Public Campaigns in Health Digital Platforms: A Critical Discourse Analysis

This qualitative study employed critical discourse analysis to examine how public health campaigns are framed on digital platforms. The study analyzed 51 corpora in the research. The study revealed that framing public health campaigns in terms of linguistic features—such as nominalization, active and passive voice, pronoun usage, and mood Furthermore, the framing strategies used—such as natural versus social frames, problem framing, solution framing, and motivational action—were also present in most corpora. Moreover, the study revealed that a public health campaign carefully crafted for a digital platform was designed to enhance clarity, emotional resonance, and public engagement. Language choices shape meaning, convey ideologies, and influence public perception and behavior.