MULTIMODAL DISCOURSE ANALYSIS OF SELECTED NUTRITIONAL MESSAGES ON SOCIAL MEDIA
Abstract
Research in multimodal discourse analysis has expanded significantly in recent years. This increase may
be attributed to the growing need to examine how semiotic and multimodal resources are utilized in
conveying meaning, particularly in the context of online nutritional messages. This study applies
multimodal discourse analysis to investigate selected social media posts promoting nutritional content. The
researcher randomly sampled 15 data from social media. 8 data were sampled from Instagram and 7 data
were picked from Twitter. The sampled posts are rich in semiotic and multimodal resources, which were
analyzed using Gunther Kress's (2001) Semiotic Approach. The analysis revealed that multimodal
resources such as images, colors, and texts used in social media posts influence users' engagement with
nutritional content. Additionally, layout, and interactivity, to analyze the language and tone used in
nutritional messages. The study concludes that there is a strong connection between the multimodal
resources used in social media posts and the nutritional messages. Therefore, it is recommended that
creators of nutritional content strategically deploy appropriate multimodal resources to effectively
communicate their messages and promote healthy and nutritional behaviors.
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