Emergent gender myths: A social semiotic analysis of visual images in health communication for development

Abstract

Background:  Visual images are used to communicate health effectively, yet visual gender representation in the context of health is not well established as most studies focused on effectiveness, awareness, adoption, or behavior change.

Objectives:  This study explored emerging gender myths in visual images used to communicate reproductive health, maternal health, family and nutrition, breastfeeding, and childcare with the premise that visuals may shape notions of gender roles and identities.

Methodology:  Selected images from flipcharts produced by development communication practitioners were analyzed using Kress and Van Leeuwen's social semiotics (2006). Interpretive visual analysis was used to analyze visual impacts (denotation) and cultural meanings (connotation) by Barthes' Order of Signification, and gender roles and identity naturalized by the images.

Results:  Images for health communication used more women as subjects relative to the topics that are primarily women's concern. The subject's gaze were indirect offered as items of information, showing a relation of symbolic equality, and implying that health topics are part of the social discourse. Visual impacts and cultural meanings of images uncovered myths that embody the roles, and identities, and social expectations of men and women in health. Emerging gender myths have to do with anatomy, mainly as basis for the role, identity, and expectations, especially of women as main actors in health.

Conclusion:  This study reveals that gender roles and identities portrayed in health are still universal and are not historically and culturally contingent.