Online promotion of private hospital promoting medical tourism : a multimodal analysis from a cultural perspective

Abstract

The medical tourism industry, which was seriously affected by the coronavirus disease of 2019 (COVID-19), needs to give attention to its online promotional message strategy to boost the industry. Cultural variability is also crucial since the market for the medical tourism industry is global. However, studies involving cultural variability have only focused on examining single discourse mode, mainly the linguistic mode and overlooked the multimodal perspective. This study, therefore, examined the way in which the Prince Court Medical Centre (PCMC), a private hospital in Malaysia is presented and how the various modes in the hospital's website are combined to deliver promotional messages to international medical tourists. A total of three web pages from the website of PCMC were analysed using the Systemic Functional Theory framework. This study employed Halliday’s metafunction theory (for language analysis and Kress and van Leeuwen’s model for image analysis. The ways in which the multimodal features of the website reflect communicative style from the cultural perspective were also explored. Hall’s (2000) cultural dimension of context dependency which classifies cultures into high-context and low-context cultures was used to present the analysis. The findings revealed that PCMC’s hospital website has elements that are mainly encountered in low-context cultures such as elaborated code systems as well as direct, explicit, and highly structured messages. The findings help create awareness of communicative strategies in designing medical tourism websites that involve meaning making through texts and images and the possible cultural interpretation especially among copywriters, website designers or medical tourism stakeholders.