Colour, Colour Modulation and Contextualization in NCDC Covid 19 Sensitization Posts: A Multi-Modal Socio Semiotic Approach
This paper examines the structure of selected Covid 19 sensitization pictorial post designs on Facebook; disseminated by the Nigeria Centre for Disease Control (NCDC). This is done in order to establish the intention and significance of design choices. Posts used for this investigation are composite texts with ‘low modality’, purposefully selected to depict how colour modulation, colour representation, and contextualization reflect the cognitive and cultural aspects of the image producer and the (implied) viewer. The socio semiotic framework proposed by Kress & Van Leeuwen (2006) is used to describe how the use of low modality images (based on a scale ranging from ‘naturalistic’ to ‘abstract’), as a motivated semiotic resource, reflects how posts impact the viewer. The analysis of the data shows that these composite texts are used by NCDC to sensitize the general public and are deliberately crafted for different categories of viewers. It also demonstrates that the producer’s intentions are geared toward making messages visually attractive, easy to comprehend and less technical through the use of explicit features. Findings reveal that such composite texts which engage the use of techniques vis-à-vis complementary text modes persuade viewers to comply with Covid 19 safety guidelines and policies.
Keywords: Covid 19, NCDC, Socio Semiotics, Colour Modulation, Multimodal Discourse Analysis (MDA)