Abstract:Motivated by a call for risk discourse research in non-Western settings, this study examines how Vietnamese road safety video advertisements are constructed and interpreted. Following a literature review of risk and gender, the study first sets out socio-semiotic multimodal analysis of video advertisements to detail how concepts of risk and gender are constructed. Afterwards, I take an ethnographic-based approach in a series of interviews with professional Vietnamese women to gain insights into these concepts.… Show more
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