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Ifan Iskandar
Universitas Negeri Jakarta
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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 Adijaya, Nuryansyah Agusprayuningtyas, Nadila Farah Agustina, Noni Agustinus Hariyana Ahmad Rizki Nugrahawan Ali Satri Efendi Almyra Diah Pangestu Amelia Idha Andi Irma Sarjani Andri Donal, Andri Angela, Nofia Anis Rahmawati Arif Hidayat Asmara, Rekha - Asnur, Muhammad Nur Ashar Asrumi Asrumi Astari, Triesa Gina Asti Purbarini Attas , Siti Gomo Berkat Christin Chatarina Umbul Wahyuni Danang Dwi Harmoko Darmahusni Darmahusni, Darmahusni Debriyanti, Nidya Christie Desyrianti Ramadhani Dian Herdiati Dieni Nurhasanah Dwihastuti Eko Budiarto Emi Elma Endang Caturwati Endry Boeriswati Eni Mulyani Fadli, Muhammad Rijal Fauzan Fauzi Rahman Gita Khoirunisa Givens Rindu Hafizah Hafizah Hafizah Hafizah Hafizah Hafizah Hana Hanifah Herawati, Atika Ika Sutiandari Ilza Mayuni Imam Santosa Imam Santosa Imam Santosa Imam Santosa Imam Santosa Imawati, Endah Jaelani, Alan Jihan Fakhira Jonuzi, Vjollca Kasmanah Kiki Dwi Arviani La Ode Muhammad Idrus Hamid B Lailatul Maya Leiliyanti , Eva lenny solo Liliana Muliastuti Lulu Atul Munawaroh Maharani, Suci Mariani Marsin Marsin Miftahul Rachmat Muchlas Suseno Muhammad Fauzan Izzaldin Hakam Muhammad Kamal Bin Abdul Hakim Muhammad Rayhan Munibi, Ahmad Zaki Ni Made Ratminingsih Ninuk Lustyantie Novi Anoegrajekti Nugrahani, Riemas Dina Octa Pratama Putra Pamadeng Lette, Af Yiyin Pardede, Parlindungan Paris, Atika Salman Parlindungan Pardede Pudjiati, Danti Putra, Harbi Putri, Maulina Larasati Putri, Rizky Syahra Rajaguk-guk, Sastri Br Ramadan Fitriani Ramadan Fitriani Ramadhanty, Fadhilah Ratna Dewanti Ratna Dewanti Reny Juliana Rizdika Mardiana Rizka Patrika Rizal S. Bekti Istiyanto Sa'id Fajar Al Fikri Sadikin, Irma Savitri Saifur Rohman Saprudin Padlil Syah Sarra Nurfitriani Sastri Br Rajaguk-guk Simanjuntak, Marudut Bernadtua Siti Ansoriyah SITI DRIVOKA SULISTYANINGRUM Siti Gomo Attas Siti Lathifah Sri Sumarni Sri Sumarni Stephanie Fahra Caroline Sudartomo Macaryus Sudartomo Macaryus, Sudartomo Sukmatanti, Rizki Syafiq Al Islam Tira Nur Fitria, Tira Nur Vjollca Jonuzi Wiwit Sariasih Wulan Pusposari Wuriy Handayani Yunarni Siregar Zainal Rafli Zainal Rafli, Zainal Zuharty Zuharty Zuriyati Zuriyati Zuriyati Zuriyati Zuriyati