Multimodal Representation of Health Insurance Policy in Vietnamese and U.S. Media: An Illustrative Comparative Analysis
DOI:
https://doi.org/10.47941/ijhss.3522Keywords:
Multimodal Discourse Analysis, Health Insurance Policy, Media Representation, Vietnamese Media, U.S. Media, Cross-Cultural CommunicationAbstract
Purpose: This paper addresses the gap in cross-cultural analysis of health policy communication by proposing a multimodal analytical framework for examining how health insurance policy is represented in Vietnamese and U.S. mainstream media. Despite the critical role of media in shaping public understanding of complex health policies, existing research lacks systematic frameworks for comparing multimodal discourse across culturally distinct media systems.
Methodology: This study employs a qualitative conceptual approach, integrating Kress and van Leeuwen’s Visual Grammar, Entman’s Framing Theory, and Halliday’s Systemic Functional Linguistics to develop a four-dimensional analytical framework. The framework’s utility is demonstrated through illustrative case analysis of two representative media texts: VnExpress’s coverage of Vietnam’s health insurance reform roadmap (December 2025) and CNN’s report on U.S. Affordable Care Act premium increases (November 2025). Analysis examines linguistic choices, visual strategies, multimodal integration patterns, and cultural-ideological positioning.
Findings: The illustrative analysis reveals fundamental differences in representation strategies. This Vietnamese media employs institution-centered framing with hierarchical multimodal integration, emphasizing governmental planning and collective welfare. U.S. media utilizes individual-centered framing with narrative multimodal integration, foregrounding personal hardship and political conflict. These patterns reflect distinct political economies, media systems, and cultural values regarding state responsibility versus individual autonomy.
Unique Contribution to Theory, Practice and Policy: For theory, this framework extends multimodal discourse analysis to health policy communication and offers preliminary analytical tools for cross-cultural comparison of Vietnamese and U.S. media representations, potentially informing future large-scale empirical studies. For practice, the framework suggests directions for developing culturally appropriate health communication strategies; journalists and health communicators may draw insights from the comparative analysis to adapt messaging approaches. For policy, the framework contributes to understanding how health policy communication varies across cultures, which may inform future research on designing culturally tailored campaigns that enhance health literacy and policy transparency.
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