Linguistic features in the Ministry of Health’s immunisation brochure: perceptions and vaccination intention among university students

This study investigates how linguistic features in the National COVID-19 Immunisation Programme brochure influence university students’ comprehension and intention to vaccinate. University students were chosen as they represent an influential demographic that remains vulnerable to health misinformation. Adopting a qualitative case study design, the study combined content analysis with semi-structured interviews of students with varying English proficiency. Findings reveal that the brochure’s impact is heavily mediated by language proficiency. While linguistic features such as jargon, headings, and quotations construct scientific authority, they simultaneously create comprehension barriers for lower-proficiency students. Synthesis of the data indicates that authority and social norm frames fostered trust, though political endorsements triggered scepticism in some academic readers. The study concludes that effective health communication in Malaysia requires balancing technical accuracy with linguistic accessibility. Theoretical contributions include the integrated application of SFL and Framing Theory, while practical insights emphasize audience-sensitive design to strengthen public trust and future health messaging for young adult audiences.