Article | Proceedings of the 4th European and 7th Nordic Symposium on Multimodal Communication (MMSYM 2016), Copenhagen, 29-30 September 2016 | Multimodal health communication in two cultures ‚Äď A comparison of Swedish and Malaysian Youtube videos
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Title:
Multimodal health communication in two cultures ‚Äď A comparison of Swedish and Malaysian Youtube videos
Author:
Jens Allwood: SCCIIL Center, Univ or Gothenburg, Sweden Elisabeth Ahlsén: SCCIIL Center, Univ or Gothenburg, Sweden Stefano Lanzini: SCCIIL Center, Univ or Gothenburg, Sweden Ali Attaran: SCCIIL Center, Univ or Gothenburg, Sweden
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Year:
2017
Conference:
Proceedings of the 4th European and 7th Nordic Symposium on Multimodal Communication (MMSYM 2016), Copenhagen, 29-30 September 2016
Issue:
141
Article no.:
013
Pages:
94-101
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2017-09-21
ISBN:
978-91-7685-423-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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Youtube video health information about overweight and obesity, was analyzed in two different countries ‚Äď Sweden and Malaysia. The videos were analyzed by using Activity based Communication Analysis, Critical Discourse Analysis and Rhetorical Analysis, pointing to possible cultural differences in rhetorical approach. The use of multimodality was in focus in the analysis. Considerable differences in the use of spoken and written words, pictures, animations, colour, music and other sounds were found between Swedish videos which tended to rely more on spoken words from experts and on logos, while Malaysian videos tended to rely heavily on animations, vivid colours, music and other sounds and appeal to pathos. In both countries, ethos is important, but conveyed in somewhat different ways. The length of the videos differ considerably, with Malaysian videos being very short and Swedish videos quite long.

Proceedings of the 4th European and 7th Nordic Symposium on Multimodal Communication (MMSYM 2016), Copenhagen, 29-30 September 2016

Author:
Jens Allwood, Elisabeth Ahlsén, Stefano Lanzini, Ali Attaran
Title:
Multimodal health communication in two cultures ‚Äď A comparison of Swedish and Malaysian Youtube videos
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Proceedings of the 4th European and 7th Nordic Symposium on Multimodal Communication (MMSYM 2016), Copenhagen, 29-30 September 2016

Author:
Jens Allwood, Elisabeth Ahlsén, Stefano Lanzini, Ali Attaran
Title:
Multimodal health communication in two cultures ‚Äď A comparison of Swedish and Malaysian Youtube videos
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Last updated: 2017-02-21