VISUAL-TEXT INTEGRATION IN DIGITAL PUBLIC SERVICE ANNOUNCEMENT: A STRATEGY TO FIGHT FAKE NEWS SPREAD

Abstract

The purpose of the current study is to evaluate public service announcements (PSA’s): how visual and verbal rhetoric modes present an intended message. Differences in modes suggest different effects, and rhetoric promotes the power to persuade and convince others. As the growing interest in social media use, PSAs become a complex example of multimodal communication: combining verbal texts and visual images establish natural language in this world. The study looked at the question, how the combinations of texts and images work. Within this scope, Kress & van Leeuwen’s Visual Grammar theory and Halliday’s SFL theory were applied along with SF-MDA suggested by O’Halloran & Lim-Fei. The method of analytic descriptive qualitative allows the study to investigate and explain the issue elaborately. The results of this study show the combinations of all resources potentially motivate interactive participants to do the action after the investment of knowledge. Due to the increased importance of social movement, it is estimated that the findings potentially contribute to represent values intended by both public and private sectors.

Keywords

• text
• digital
• news
• spread