gajahslot mariatogel airbet robopragma wajik77 mposlot paito hk Revealing Equiterra Campaign by United Nations Women: Multimodal Perspective | Sukma | Prosodi

Revealing Equiterra Campaign by United Nations Women: Multimodal Perspective

Mira Melati Sukma, Laily Maulida Septiana Harti, Lisetyo Ariyanti


Equiterra is a digital campaign that was released on 2020 International Women's Day by United Nations Women and Ruby Taylor. It is a digital illustration of a utopian country where equality and fairness manifested. It is constructed by rich verbal and visual elements which makes it a multimodal text. This study aims to analyze the three metafunctions of visual and verbal elements of Equiterra. The study is conducted using a qualitative method by analyzing the visual and verbal elements within illustration using the theory of Systemic Functional Linguistics by Halliday and Matthiessen (2014) and Visual Grammar by Kress and van Leeuwen (2006), also analyzing the interplay between verbal and visual elements using Intersemiotic Complementarity by Royce (1998). The data are the nine parts of Equiterra which are taken from the official website of United Nations Women that are separated but also joined together into forming a path. The analysis finds that Equiterra tries to represent people with various socio-cultural backgrounds to perform their activities and to obtain their maximum potential fairly and equally along with actively encouraging the viewer to make it possible. Furthermore, Equiterra is a feminist digital media that delivers the intersectional issues related to gender, equality, and inclusion which are used to raise awareness towards the problems around these topics.


multimodal discourse analysis; systemic functional linguistics; visual grammar; intersemiotic complementarity; digital campaign

Full Text:



Benn, M. (2013). After Post-Feminism: Pursuing Material Equality in a Digital Age. Juncture, Vol. 20, pp. 223–227. Burnaby: Simon Fraser University.

Bezemer, J., & Jewitt, C. (2010). Multimodal Analysis: Key Issues. In L. Litosseliti (Ed.), Research Methods in Linguistics. London: Continuum.

Butt, D., Fahey, R., Feez, S., Spinks, S., & Yallop, C. (2003). Using Functional Grammar: An Explorer’s Guide (2nd ed.). Sydney: Macquarie University.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Method Approaches (4th ed.). London: SAGE Publications Ltd.

Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). London: SAGE Publications Ltd.

Eggins, S. (2004). An Introduction to Systemic Functional Linguistics (2nd ed.). London: Continuum.

Hadidi, Y., & Mohammadbagheri-Parvin, L. (2015). Systemic Functional Linguistics as Interpersonal Semantics: Appraisal and Attitude in the Stylistic Analysis of an English Novel. International Journal of Linguistics, 7(1), 129–148.

Halliday, M., & Matthiessen, C. (2014). Halliday’s Introduction to Functional Grammar (4th ed.). Oxon: Routledge.

Hermawan, B. (2013). Multimodality: Menafsir Verbal, Membaca Gambar, dan Memahami Teks. Bahasa & Sastra, 13(1), 1–12.

Hermawan, B., & Sukyadi, D. (2017). Ideational and Interpersonal Meanings of Children Narratives in Indonesian Picturebooks. Indonesian Journal of Applied Linguistics, 7(2), 404–412.

Jewitt, C. (2009). An Introduction to Multimodality. In C. Jewitt (Ed.), The Routledge Handbook of Multimodal Analysis (4th ed., pp. 1–24). London: Routledge.

Jouet, J. (2018). Digital Feminism: Questioning The Renewal of Activism. Journal of Research in Gender Studies, 8(1), 133–157.

Knox, J. S. (2013). Multimodality and Systemic Functional Analysis. In C. A. Chapelle (Ed.), The Encyclopedia of Applied Linguistics. London: Blackwell Publishing Ltd.

Koller, V. (2008). “Not Just A Colour”: Pink as A Gender and Sexuality Marker in Visual Communnication. Visual Communication, 7(4), 395–423.

Kress, G., & van Leeuwen, T. (2001). Multimodal Dicourse: The Modes and Media of Contemporary Communication. London: Arnold.

Kress, G., & van Leeuwen, T. (2002). Colour as A Semiotic Code: Notes for A Grammar of Colour. Visual Communication, 1(3), 343–368.

Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Oxon: Routledge.

Lai, H. (2018). Image-text Relations in Junior High School EFL Textbooks in China: A Mixed-Methods Study. Journal of Language Teaching and Research, 9(6), 1177–1190.

Machin, D., & Leeuwen, T. van. (2016). Multimodality, Politics and Ideology. Journal of Language and Politics, 3, 243–258.

Martin, J. R., & White, P. R. R. (2005). The Language of Evaluation: Appraisal in English. New York: Palgrave Macmillan.

Martinec, R., & Salway, A. (2005). A System for Image-Text Relations in New (and Old) Media. Visual Communication, 4(3), 339–374.

Nande, S., Bose, S., & Chitnis, R. (2019). A Review Based Study of Gender Equality in Media. Proceedings of International Conference on Media Ethics, (January), 1–9. Pune: Social Science Research Network.

O’Halloran, K. L. (2011). Multimodal Discourse Analysis. In K. Hyland & B. Paltridge (Eds.), Companion to Discourse. London: Continuum.

Oteíza, T. (2017). The Appraisal Framework and Discourse Analysis. In T. Bartlett & G. O’Grady (Eds.), The Routledge Handbook of Systemic Functional Linguistics (pp. 457–472). Oxon: Routledge.

Royce, T. D. (1998). Synergy on The Page: Exploring Intersemiotic Complementarity in Page- based Multimodal Text. JASFL Occasional Papers, 1(1), 25–49.

Royce, T. D. (2006). Intersemiotic Complementarity: A Framework for Multimodal Discourse Analysis. In T. D. Royce & W. Bowcher (Eds.), New Directions in the Analysis Multimodal Discourse (pp. 63–109). New York: Routledge.

Serafini, F. (2012). Typography as Semiotic Resource. Journal of Visual Literacy, 31(2), 1–16.

Tehseem, T., Sibtain, M., & Obaid, Z. (2019). Exploring Gender Stereotypes in Media Adverts: A Multimodal Analysis. Journal of Social Sciences and Humanities, 57(2), 155–175.

United Nations Women. (2020). Women’s Rights in Review 25 Years After Beijing. New York: UN Women.

Yao, Y., & Zhuo, Y. (2018). A Multimodal Discourse Analysis of the Promotional Video of Hangzhou. English Language Teaching, 11(10), 121–131.



  • There are currently no refbacks.

Copyright (c) 2022 Mira Melati Sukma, Laily Maulida Septiana Harti, Lisetyo Ariyanti

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed By :

 width=  width=  width=   width=  width=  width=  width=


Department of English
University of Trunojoyo, Madura
Jl. Raya Telang, Kamal - Bangkalan 69162


Prosodi: Jurnal Ilmu Bahasa dan Sastra

ISSN: 1907-6665 (Print) ISSN: 2622-0474 (Online)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at