Zhou Xu

doi:10.70711/neet.v3i5.6970

We are all in this together -- a multimodal analysis of I Can ACT Against Scams Campaign website in the social semiotic framework

Zhou Xu

Abstract

This study conducts a multimodal analysis of the I Can ACT Against Scams campaign website using a social semiotic framework.
It examines how the website constructs meanings through various semiotic resources, including text, images, and layout, to promote anti-scam
awareness. The analysis focuses on ideational, interpersonal, and textual meanings, revealing how the website engages viewers, empowers
them to take action, and fosters a sense of community responsibility. The findings highlight the effectiveness of multimodal communication in
mobilizing public participation and suggest future research directions for optimizing online campaigns.

Keywords

Multimodal analysis; Websites; Social semiotic framework; Discourse analysis

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DOI: http://dx.doi.org/10.70711/neet.v3i5.6970

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