Speaker
Description
Antimicrobial resistance is a biological process by which microorganisms, bacteria, viruses, fungi, and parasites adapt to and withstand treatment with drugs. Its reason is inappropriate use of antibiotics, making them difficult or no longer effective in curing routine infections. Despite institutional efforts to raise awareness of AMR, persistent gaps remain in access to knowledge, trust in science and engagement across Europe and globally (Frid-Nielsen et al. 2019; Karvanen and Cars, 2024). This study draws on discourse analysis and functional linguistics (Halliday, 1978) to identify textual and visual patterns in the 2024 World Health Organization’s “Stories of AMR” photobook. WHO campaign has been designed to represent the AMR crisis as a common concern through inclusive citizen-oriented appeals and endorsements. Instead of relying on institutional expertise and medical jargon, the materials give voice to individuals, medical practitioners, educators and victims of AMR, representing the interests and perspectives of various sectors and lifestyles. Such message design aims to produce a pluralistic, yet coherent, knowledge ecosystem and facilitate a horizontal rather than top-down information flow, building community and shared purpose, especially around educating youth. The study points to how such campaigns can enhance collective engagement and bridge knowledge gaps regarding preventable health crises.
| Presenting author | Artur Piotr Cedzich |
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