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Title A Multimodal Analysis of Pakistani Pharmaceutical Companies Web Pages: An Ecolinguistic Perspective

Author(s) Tooba Asif

Abstract Title: A Multimodal Analysis of Pakistani Pharmaceutical Companies’ Web Pages: An Ecolinguistic Perspective The study aimed to investigate the top twenty Pakistani pharmaceutical companies' web pages through multimodal analysis. It attempted to sensitize various semiotic modes in designing websites that represented ecological discourses. Language and media play a crucial role in forming the ideology of the masses about the importance of ecological sustainability for human existence. The current study followed three different theoretical frameworks suggested by Kress and van Leeuwen's (2008) Multimodality Theory, van Leeuwen's (2008) Social Actor and Social Action Approach to Language Analysis, and Stibbe’s (2015) Ecological Ideology of Erasure and Salience in the shape of conceptualized analytical modal. The following conceptualized analytical model examined multiple semiotic modes from the perspective of ecolinguistics. For this purpose, a purposive sampling technique was employed in selecting websites, keeping the Drug Regulatory Authority of Pakistan's 2019 ranking in view. A total of eight photos were selected from the website of each company. The research showed that Pakistani pharmaceutical companies used a variety of semiotic modes, including image, color contrast, huge, bold text size, and diverse pictures, to design their websites. The study's findings suggested that agencies largely used language erasure and salience methods to create positive and ambivalent narratives while concealing themselves to shift responsibility for ecological destruction. The web page made it simpler for consumers to consume the medicine without considering the environmental effects by removing the context and location of the medicine. Future studies should investigate the use of advanced analytical methods, statistical models, and ecolinguistic theories like (re)framing, conviction, and metaphor, among others, and examine marginalized groups that have received scant attention in the existing research. Research should be conducted from various angles to communicate environmental pollution and sustainability in Pakistan

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2024-03-13

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