A Multimodal Analysis of Pro-life and Pro-choice Campaigns on Selected Social Media Platforms

Abstract

The debate on abortion remains highly contentious, with pro-life and pro-choice campaigns utilizing diverse communication strategies to shape public opinion. However, existing studies often focus on verbal arguments, overlooking the interplay between linguistic and visual elements in these campaigns. This study examines the multimodal strategies employed in pro-life and pro-choice campaigns on selected social media platforms, analyzing how verbal and non-verbal resources interact to construct meaning and influence audiences. Using multimodal discourse analysis, the study explores the integration of text, images, and other semiotic resources in campaign materials. The analysis reveals that while both sides employ persuasive language and emotive visuals, pro-life campaigns frequently use religious and moral appeals, whereas pro-choice campaigns emphasize autonomy and rights-based discourse. Additionally, findings indicate that the strategic combination of linguistic and visual elements enhances audience engagement and ideological reinforcement. The study recommends that future research should further investigate the role of digital affordances in shaping multimodal persuasion.