Systemic Functional Multimodal Discourse Analysis on Interpersonal Meaning: Digital Video Campaign of World Health Organization

The study aims to determine how World Health Organization (WHO) packaged the World Health Day 2023 digital video campaign.The interpersonal meaning represented in the campaign shared in either its official website or official Youtube channel is analyzed.The method used is qualitative descriptive since the data are both visual and verbal modes contained in the campaign, and they will be presented descriptively in analysis.The analysis approach used is Systemic Functional Multimodal Discourse Analysis (SFMDA); therefore, both visual and verbal mode representations are considered in the analysis.To analyze the visual, the visual grammar theory by Kress and Leeuwen is used while to analyze the verbal, Systemic Functional Grammar theory by Halliday is used.The results show that both visual and verbal modes have complemented each other to insure proper information delivery to the viewers; thus, the expected goal from WHO as the campaigner can be well communicated.