A Multimodal Discourse Analysis of Airline Advertising in Saudi Arabia: Examining Cultural Representations

Abstract

This dissertation examines the interaction between cultural representation and advertising operations in Saudi Arabia by the lens of multimodal social semiotics and the kineikonic mode. With a specific emphasis on two airline companies, Flynas and Saudia. This study investigates how the advertising of these airlines communicate cultural and national discourses, specifically addressing how they strategically manage cultural taboos and sensitivities. Within the wider context of Saudi Arabia's Vision 2030, which seeks to modernise the country while preserving its cultural identity, the research is placed. By using a comprehensive multimodal study, which includes the use of the Kineikonic Mode, this research examines the visual, verbal, aural, spatial and gestural components of the chosen advertising to comprehend their influence on the formation and representation of Saudi cultural identity. The results demonstrate that both Flynas and Saudia adeptly combine aspects of tradition, such as references to Bedouin ancestry and Islamic traditions, with modern ideas of advancement and worldwide interconnectedness. This combination functions to fashion a storyline that resonates throughout various demographic segments in Saudi Arabia, therefore strengthening a feeling of nationalism and cultural immortality. In addition to reflecting the changing cultural character of the country, the advertising also contributes to it by harmonising with the goals of Vision 2030. In a continuously modernising culture, the research emphasises the need of cultural awareness in advertising and demonstrates how these multimodal approaches successfully convey complex cultural narratives. Although the application of the Four Principles of Recontextualization, which were first developed for static texts, to dynamic video material has some limits, this study offers significant insights into the influence of advertising on the formation of cultural identity in Saudi Arabia. In conclusion, the dissertation proposes that future study should enhance these results by examining a wider variety of commercials and investigating their influence on other audience groups.