A Multimodal-Cultural Analysis of Malaysia’s Tourism E-Advertising
Keywords:
Cultural Context, Interpersonal Meaning, Multimodal Discourse Analysis, Systemic Functional Grammar, Tourism AdvertisingAbstract
Multimodal-cultural analysis examines how multiple modes of communication, such as language and images, interact within specific cultural contexts to make meaning. This study examines how interpersonal meaning is constructed in Malaysian tourism advertisements through both verbal and visual modes, using a qualitative descriptive approach supported by selected quantitative elements. Drawing on SFG and VG’s frameworks, the study also incorporates a high-context & low-context cultural framework to explore how communication style is culturally embedded. 30 English-language tourism advertisements were purposively selected for analysis. The findings reveal that verbal elements predominantly employ declarative mood and low-modality expressions, suggesting a neutral, informative and non-coercive tone. Visually, the frequent use of “offer” images, “medium-to-long” shots, and “oblique” or “eye-level” angles positions viewers as observers, inviting them to imagine personal experiences rather than prompting direct interaction. These choices reflect a high-context cultural orientation, where messages are conveyed subtly and symbolically, reinforcing harmony and indirectness. The study highlights how the interplay between verbal and visual strategies contributes to an effective promotional approach and offers insights into the role of culture in shaping tourism discourse. Implications are offered for multimodal analysis and intercultural marketing strategies in tourism communication.
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