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. Findings of the study reveal the expected female roles as wives and mothers in Vietnamese advertising as interpreted by Vietnamese women. The study contributes to an understanding of risk in this Asian setting and opens up the potential for a critical, interpretive approach to risk discourses that are grounded in lived experiences.