COVID-19 vaccination brochures: a multimodal discourse analysis of online pictorials in digital media

Abstract Vaccine hesitancy in Malaysia has highlighted the need for communication strategies that address not only biomedical concerns but also cultural and religious sensitivities. While global scholarship has examined multimodal vaccine campaigns, limited attention has been paid to locally produced brochures that embed cues of legitimacy, trust, and permissibility. This study, therefore, investigates government-issued COVID-19 vaccination brochures disseminated through digital platforms to analyze how visual and textual features function as communicative acts. Drawing on van Leeuwen’s Multimodal Discourse Analysis and supported by feedback from fifty youth respondents, the analysis focuses on four semiotic resources, which are illustration, color, typography, and layout. Findings reveal that inclusive visuals and calming color palettes fostered trust and reassurance, while clear layouts facilitated comprehension and compliance. However, the small font size in sections addressing halal (permissible) vaccine status limited accessibility and engagement. The study demonstrates that multimodal resources operate persuasively through assertive, directive, and expressive speech acts that shape audience responses and influence vaccine acceptance. This study extends multimodal discourse analysis to Malaysian health communication while offering design insights for more effective and inclusive public health campaigns.