Social Inequlity Representation In Inequality You Can't Ignore Campaign (2023): A Multimodal Discourse Anlysis

Lestari, Inka Dewi (2026) Social Inequlity Representation In Inequality You Can't Ignore Campaign (2023): A Multimodal Discourse Anlysis. Undergraduate (S1) thesis, UIN Syekh Wasil Kediri.

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Abstract

Campaign posters are multimodal texts that employ visual, verbal, symbolic, and statistical resources to construct meaning and shape public perceptions of social issues. Such representations may reflect broader social inequalities and reveal unequal relationships in healthcare contexts. This research aims to identify the visual elements employed and examine how these elements interact to construct the representation of social inequality in The Chrysalis Initiative's campaign, Inequality You Can’t Ignore (2023). The campaign highlights racial and healthcare disparities experienced by Black women in breast cancer care, including unequal access to screening, diagnosis, treatment, and medical research. This research employed a qualitative descriptive design by applying Multimodal Discourse Analysis (MDA) proposed by Kress and van Leeuwen (2006). The data consisted of eight campaign posters obtained from the official website of The Chrysalis Initiative. The analysis focused on composition, framing, salience, and spatial arrangement to investigate how meanings related to healthcare inequality are visually constructed. The findings reveal that the campaign employs various visual, symbolic, linguistic, and statistical elements to represent social inequality. Posters 1–3 portray inequality as an embodied experience, Poster 5 represents inequality as enacted discrimination, Posters 4, 7, and 8 provide measurable evidence of healthcare disparities, and Poster 6 highlights inequality as a systemic issue embedded within healthcare structures. The interaction of composition, framing, salience, and spatial arrangement enables inequality to be represented as an embodied, enacted, measurable, and systemic condition. These findings suggest that healthcare inequality affecting Black women is not merely an individual experience but a multidimensional phenomenon operating across personal, interpersonal, empirical, and institutional levels. Furthermore, this research demonstrates that multimodal resources in advocacy campaigns can effectively communicate complex social issues and contribute to public awareness regarding racial disparities in healthcare

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