Framing the Value of Online Databases: A Multimodal Study of UTB Library’s Communication Strategies
DOI:
https://doi.org/10.35307/saltel.v9i2.185Keywords:
Multimodal Discourse Analysis, Academic Library Communication, Visual Grammar, ScienceDirect, PerlegoAbstract
This study examined how Universiti Teknologi Brunei (UTB) Library communicates the value of Perlego and ScienceDirect through its social platforms. While previous studies have explored databases usage, the value of databases as well as library communication, limited research has investigated how meaning is constructed through multimodal communication or discourse in academic library contexts. Using a qualitative approach, this study employed desk based research and content analysis to analyse five selected screenshots obtained from UTB Library’s e-Resources webpage and official Instagram account. By using Multimodal Discourse Analysis, the study examined textual and visual elements including colour, images and lexical choices. The findings revealed that UTB Library adopts different communication strategies across platforms, with the webpage presenting a formal and corporate approach while Instagram emphasises on engagement and user-friendly. The study contributes to understanding how academic libraries construct meaning and promote online resources through multimodal discourse and communication.
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