Cultural Crossroads of Online Medical Tourism Promotion from Multimodal Perspective
CULTURAL CROSSROADS OF ONLINE MEDICAL TOURISM PROMOTION FROM MULTIMODAL PERSPECTIVE
ISBN 978-629-486-342-2
MYR35.00
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Book Details
Author/Editor: Wan Fatimah Solihah Wan Abdul Halim, Intan Safinaz Zainudin & Nor Fariza Mohd Nor
Pages:132
Year of Publication: 2024
Description:
As medical tourism drives economic growth post-COVID-19, online promotional strategies are crucial. While linguistic studies have examined language use, multimodal communication鈥攃ombining visual and textual elements鈥攔emains understudied in the medical tourism sector. This study explores how major private hospitals in Malaysia, Thailand, and Singapore use language and imagery to attract international patients, analysing website content through Systemic Functional Linguistics and Halliday鈥檚 Metafunction Theory alongside Kress and van Leeuwen鈥檚 image analysis framework. The findings challenge stereotypes of high-context Asian communication, revealing a blend of high- and low-context styles with clear, structured messaging. Essential for researchers, copywriters, and medical tourism professionals, this book provides insights into creating culturally resonant, practical content in a globalised digital world.
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BISAC Subject Code(s): BIO019000
Category: Tourism
