Mobile social media as a vehicle of health communication: a multimodal discourse analysis of WeChat official account posts during the COVID-19 crisis

The utilization of mobile communication can significantly enhance the availability and accessibility of public health information. To this end, various mobile social media platforms are recognized as multimodal discourses that can serve as powerful instruments in disseminating health-related information to a wider audience, thereby allowing for greater reach and improved health outcomes. This study retrospectively examined Malaysia's third wave of COVID-19 to decipher the visual representation of this epidemiological crisis on mobile social media. A qualitative research approach was utilized, underpinned by the visual framing concept of Coleman (2010) and the visual actor-network of van Leeuwen (2008), to analyze 280 images from a popular and Chinese WeChat official account called Weimalaysia. The analysis revealed that visuals on this WeChat official account highlight specific contents and features of COVID-19 in Malaysia during the third wave. However, no visual misinformation regarding intolerance elements was identified. The initial findings of this study demonstrate the importance of visuals as a crucial resource in public health communication. Additionally, the results underscore the significance of WeChat official accounts as a novel mobile social media platform for conveying health-related information during the public health crisis.