SSRScientific and Social Research2661-43322981-9946Bio-Byword Scientific Publishing Pty. Ltd.10.26689/ssr.v8i9.15763ArticleAn Analysis of Multimodal Humorous Discourse of the Shenzhen Municipal Health Commissionhttps://artdesignp.com/journal/SSR/8/9/10.26689/ssr.v8i9.15763LiZhaoxingyu,WangZhong,ZhangQian2026892026-10-21Taking the government‑run news media accounts of the Shenzhen Municipal Health Commission as the research object, this paper analyzes how it achieves entertaining communication for serious public health topics through multimodal humorous discourse, as well as its corresponding communication effects. This study mainly focuses on the joint function of linguistic and visual modalities, and explores the generative logic and communication effectiveness of humorous discourse in government communication. This paper constructs an interactive analytical model integrating language, image, and context, illustrating how humorous expressions lower the threshold of information reception, strengthen the public sense of participation, and further boost the internal driving force of communication. The analysis demonstrates that current government communication is confronted with rigid wording and insufficient user stickiness. The success of the Shenzhen Municipal Health Commission mainly lies in its accurate grasp of audience psychology and media ecology. It adopts internet memes, emoji stickers, and innovative typographic design to produce cognitive incongruity and emotional resonance. This paper also identifies major constraining factors, including the appropriate scale of humor and the handling of sensitive topics, and stresses the necessity of striking a balance between the two. Targeting existing problems, this thesis puts forward suggestions regarding institutional optimization, collaborative governance, and implementation safeguards, so as to promote government communication toward greater affinity and practical effectiveness. The research findings indicate that multimodal humorous discourse offers a new solution to the aloof and rigid problems in government communication, which possesses promotional value and practical significance.Government social media, Multimodal communication, Humorous discourse, Communication effectiveness, Shenzhen Municipal Health Commission

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