ORIGINAL RESEARCH article
Front. Public Health
Sec. Public Health Education and Promotion
Volume 13 - 2025 | doi: 10.3389/fpubh.2025.1586978
This article is part of the Research TopicInterventional Modalities for the Prevention and Management of Childhood MyopiaView all 7 articles
Examining China's Public Health Discourse on Juvenile Myopia Issues: A Multimodal Critical Discourse Analysis on A Public Health Promotion Advertisement
Provisionally accepted
- Shanghai International Studies University, Shanghai, Shanghai Municipality, China
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This article analyses a public health promotion advertisement on juvenile myopia issues, which stands out as one of the most widely viewed among those addressing juvenile myopia prevention released by the National Health Commission of the People's Republic of China (NHC) on bilibili, a prominent video-sharing platform in China. The article discusses how a designed public health discourse on juvenile myopia issues is constructed through various techniques and what ideologies can be reflected through this discourse. Employing a multimodal critical discourse analysis (MCDA) approach based on the three-dimensional discourse framework, this article underscores how the advertisement intricately employs diverse semiotic resources to craft its discursive script. Notably, through designed narrative genres, characters, scenes, and settings, the ad strategically amplifies the role of adult parents as pivotal agents in preventing juvenile myopia, thus legitimizing their primary responsibility. However, this emphasis on parental responsibility subtly obscures the influence exerted by other societal actors and social factors in the myopia prevention landscape. Through this nuanced analysis, the study sheds light on the attempt of public policy discourse hidden in the advertisement to shape perceptions and attitudes toward myopia prevention, underscoring its underlying intention to advance the tenets of neoliberal biopedagogy.
Keywords: Myopia, China, Multimodal Critical Discourse Analysis, Neoliberalism, Biopedagogy
Received: 03 Mar 2025; Accepted: 10 Jul 2025.
Copyright: © 2025 Lyu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Tianxiong Lyu, Shanghai International Studies University, Shanghai, 200083, Shanghai Municipality, China
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