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All Journal IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature TLEMC (Teaching and Learning English in Multicultural Contexts) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Arif: Jurnal Sastra dan Kearifan Lokal Jurnal Riset Rumpun Ilmu Bahasa (JURRIBAH) Jurnal Pendidikan Bahasa dan Sastra JALC : Journal of Applied Linguistics and Studies of Cultural
Ratna Dewanti
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Arts Humanities Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : TLEMC (Teaching and Learning English in Multicultural Contexts)

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Visualizing the hidden environmental costs of fashion: A systemic functional-multimodal discourse analysis Alan Jaelani; Ifan Iskandar; Ratna Dewanti
TLEMC (Teaching and Learning English in Multicultural Contexts) Vol 9, No 2 (2025): TLEMC (Teaching and Learning English in Multicultural Contexts)
Publisher : Siliwangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/tlemc.v9i2.16452

Abstract

In response to increasing environmental concerns regarding fashion waste, this study examines how digital campaign visuals construct and communicate environmental meanings through multimodal design. The data consist of four campaign visuals purposively selected from a single social media post published by the United Nations Environment Programme for the International Day of Zero Waste 2025. The visuals were selected based on their thematic relevance to fashion waste, multimodal richness, and representation of diverse visual strategies, including symbolic imagery, statistical emphasis, actional processes, and textual appeals. Drawing on the three metafunctions of Systemic Functional Linguistics and Kress and van Leeuwen’s framework of visual social semiotics, this study analyzes how representational, interactive, and compositional meanings are realized in the campaign visuals. Using qualitative content analysis, the findings show that the visuals combine conceptual symbolism and actional representation to reveal the hidden environmental costs of fashion, such as pollution, water overuse, and carbon emissions. Most images adopt an observer-oriented perspective that positions viewers as reflective witnesses rather than direct participants, while selective use of close-up imagery and vivid colour strengthens emotional engagement and ethical awareness. Compositional strategies, including information value, salience, and contrast, are used to prioritize key environmental messages and guide interpretation. The study reveals how strategic visual design enhances the persuasive power of environmental campaigns and offers practical implications for environmental communicators and campaign designers seeking to address fashion waste through effective visual communication.Keywords: Fashion waste, Metafunctions, Multimodal Discourse Analysis, Visual social semiotics, Representational, Interactive, compositional
Co-Authors Ayu Bandu Retnomurti Dewi Nurmala Ifan Iskandar Jaelani, Alan lenny solo Novi Anoegrajekti Rizdika Mardiana SITI DRIVOKA SULISTYANINGRUM Sri Sumarni Sya, Mega Febriani Zainuddin