Multimodal discourse analysis in health communication:sketching out the field

Background: Multimodal discourse approaches have only recently gained consistent prominence in health communication research. The theoretical and methodological underpinnings of each approach, and their contribution to the health communication domain, require further articulation. Aim: This article aims to sketch out the field, showcasing the methodological strengths and limitations of multimodal discourse approaches, and their potential contribution to health research. Methods: The article reviews four established and emerging multimodal discourse approaches used in health communication research. A comparative lens is taken, scrutinising each approach in terms of its theoretical underpinnings, methodological implications, and analytical constraints. Findings: Key points of convergence and divergence among the approaches are identified, with all approaches sharing a commitment to investigating multiple modes and their relationships in creating meaning within health research. The main point of differentiation lies in what each approach considers the unit of analysis: Systemic Functional Multimodal Discourse Analysis focuses on semiotic resources, Mediated Discourse Analysis on action, Conversation Analysis on conversational order, and Multimodal Critical Discourse Analysis on power and social structures. Conclusions: Future directions include a focus on materiality, the integration of emerging technologies, and the development of new analytical tools for investigating crisis communication. All these can offer deeper insights into health communication and enhance professional practices and patient outcomes.