Systemic Functional-Multimodal Discourse Analysis (SF-MDA): Examining Ideational Meaning in a Video about the Saudi Vision 2030 Project of NEOM Through Language and Visual Representation

Abstract

The present study aimed to fill a gap in the existing literature on Multimodal Discourse Analysis (MDA) by examining a promotional video within the Saudi context, as videos were rarely the topic of research globally and have never been the subject of academic study within the Saudi context. Through the use of Systemic Functional Multimodal Discourse Analysis (SF-MDA), this study analyzed the ideational meaning of the promotional video NEOM 2022 – Year in Review. The video was released in December 2022 and is accessible on NEOM’s official social media platforms. Examining multimodality in the official version of the video warranted investigation due to its success in grabbing viewers’ attention and creating a favorable impression and a good reputation. To fulfill the aim of this study, the verbal elements of the promotional video were first analyzed by utilizing Halliday’s (1994) transitivity system. In the next step, the visual elements of the promotional video were synthesized under different Themes to be examined according to Kress and van Leeuwen’s (2006) narrative and conceptual representational meaning. The final step involved analyzing the relationship between the verbal and visual elements utilizing van Leeuwen’s (2005) theory of inter-mode relations. Findings showed that linguistic material processes and visual actional narrative structures were most frequent, suggesting that the selected promotional video displayed action messages centered around the narration of the NEOM’s successes in relation to its goals and vision. Furthermore, the beauty, prosperity, and success of NEOM were implicitly depicted through the utilization of symbolic conceptual processes. Interestingly, it was found that the interactions of the two modes (verbal and visual) helped construct the overall meaning of the promotional video. The study encourages further investigation into other dynamic discourses that will enhance comprehension of contemporary social, political, economic, and cultural phenomena in Saudi Arabia and other countries. Further research would also be valuable in assessing the impact of and public interest in promotional videos. Furthermore, future studies should integrate interpersonal, textual, interactive, and compositional meanings. Researchers are also encouraged to employ semantics, pragmatics, syntax, and other linguistics areas not covered in this study.