Expert-lay mass media communication in public health prevention campaigns has been at the forefront in knowledge dissemination before digital communication gained in momentum.

The advent of digital media has radically changed communicative scenarios and strategies used to actively involve population, for example promoting large-scale change in awareness, behaviour, and attitude. However, research still has not fully documented how digital environments orchestrate different multimodal resources, including, among others, language, still and moving images. Other research gaps deal with understanding how users can be actively engaged in websites and how the identity of participants is projected with reference to their distance from the voice of the expert.

The paper combines linguistic and visual analysis in a multimodal perspective to investigate the interplay of identity and distance in the website and integrated social media of the Centers for Disease Control and Prevention (CDC, https://npin.cdc.gov), an operating component of the Department of Health and Human Services (US).

Linguistic and visual analysis of the Vital Signs monthly reports on campaigns for HIV prevention will focus on the revision of the notion of deixis to see how this has been reconfigured in multimodal environments. Findings show that person, time, and place deixis have been reshaped in digital scenarios with the aim of engaging participants and disseminate knowledge to prompt change in behaviour.

在公共传播预防运动中，专家级大众媒体传播一直处于知识传播的最前沿，而数字传播却获得了动力。

数字媒体的出现从根本上改变了使人们积极参与的交流方案和策略，例如促进了意识，行为和态度的大规模改变。但是，研究仍未完全记录数字环境如何编排不同的多模式资源，其中包括语言，静止图像和运动图像。其他研究空白涉及了解用户如何积极参与网站以及如何参考参与者与专家之声的距离来预测参与者的身份。

本文以多模式的视角将语言学和视觉分析相结合，以研究疾病控制和预防中心（CDC，https://npin.cdc.gov）的网站和综合社交媒体中身份和距离之间的相互作用。卫生与公共服务部（美国）的组成部分。

对关于预防艾滋病毒运动的生命迹象每月报告的语言和视觉分析将着重于对指尖概念的修订，以了解如何在多模式环境中对它进行重新配置。调查结果表明，人，时间和地点的体位神象在数字场景中已得到了重塑，目的是吸引参与者并传播知识，以促进行为方式的改变。