Abstract In this article we show how social factors and multimodal semiotic analyses of three recent tuberculosis campaigns in the global North-South including South Africa, India and the United Kingdom use edutainment to communicate health promotion messages. TB statistics are increasing daily, yet TB is still a silent epidemic that often goes unnoticed in relation to HIV and diabetes. Health campaign messages need to cater for specific audiences in specific countries to be effective in persuading people to notice the symptoms of TB. In this article, the methodology we use is the multimodal visual semiotic model for the study of health communication, which emphasises the use of social semiotics in health promotional campaigns. Social factors are core when developing health promotion campaigns. The social factors that are present in these campaigns include attitudes and beliefs, socioeconomic factors, culture, demographics, skills and education, and, importantly, the audiences’ culture. Multimodality including, colour, iconography, modality, typography, visual grammar and positioning were analysed in relation to the social factors listed above. The findings indicate how social factors together with the elements of the multimodal semiotic analysis educate and entertain audiences with visual images to communicate persuasive health messages.

中文翻译：

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南非、英国和印度结核病防治运动中社会因素的多模态符号学分析

摘要 在本文中，我们展示了最近在全球南北（包括南非、印度和英国）开展的三场结核病运动的社会因素和多模态符号学分析如何利用寓教于乐来传达健康促进信息。结核病统计数据每天都在增加，但结核病仍然是一种无声的流行病，在与艾滋病毒和糖尿病相关的情况下常常被忽视。健康运动信息需要迎合特定国家的特定受众，才能有效地说服人们注意结核病的症状。在本文中，我们使用的方法是用于健康传播研究的多模态视觉符号模型，它强调在健康促进运动中使用社会符号学。在开展健康促进活动时，社会因素是核心。这些运动中存在的社会因素包括态度和信仰、社会经济因素、文化、人口统计、技能和教育，以及重要的是受众的文化。与上述社会因素相关的多模态，包括颜色、图像、模态、排版、视觉语法和定位。研究结果表明，社会因素与多模态符号学分析的元素如何通过视觉图像教育和娱乐观众，以传达有说服力的健康信息。