​Cultural Crossroads of Online Medical Tourism from Mutimodal Perspective

Cultural Crossroads of Online Medical Tourism from Mutimodal Perspective

Author: Wan Fatimah, Intan Safinaz, Nor Fariza
Publisher: UKM Press
ISBN: 9786294863422
Weight: 214 gsm
Pages: 132 m/s
Year: 2024
Price: RM 35

As medical tourism drives economic growth in the post-COVID-19 era, online promotional strategies have become increasingly crucial. While linguistic studies have examined language use, multimodal communication—combining visual and textual elements—remains relatively 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. Website content is analysed using Systemic Functional Linguistics and Halliday's Metafunction Theory, alongside Kress and van Leeuwen's image analysis framework.

The findings challenge prevailing stereotypes about high-context Asian communication styles, revealing instead a hybrid of high- and low-context strategies that employ clear, structured messaging.

Essential reading for researchers, copywriters, and professionals in the medical tourism industry, Cultural Crossroads of Online Medical Tourism Promotion from a Multimodal Perspective offers deep insights into crafting culturally resonant and practical content in today’s globalised digital landscape.