A Multimodal Discourse Analysis of 2018 Iraqi Parliamentary Electoral Posters

Khalid Shamkhi Sharhan [1] Mohammed Hussein Mahawi [2] & Haidar Kareem Al-Ābedi [3] 
 
DOI: 10.5281/zenodo.10439950

[1] Imam Al-Kadhum University College /English Department/
Baghdad, Iraq, 
E-mail: dr.khalidsharhan@alkadhum-col.edu.iq
[2] Imam Al-Kadhum University College /Arabic
Department/Baghdad, Iraq, E-mail: Scientific.dean@alkadhum-col.edu.iq –
corresponding Author
[3] Imam Al-Kadhum University College /English
Department/Baghdad, Iraq, E-mail: dr.haiderkareem@alkadhum-col.edu.iq

Abstract

The paper is a multimodal discourse analysis of Iraqi Parliamentary electoral posters in May 2018. It aims at finding out the ways and tools the political entities participating in those elections use in designing their posters and presenting themselves and their programs to the voters. The analysis involves 17 posters and uses a framework of analysis that suits the nature and purpose of the paper. These 17 posters represent entities and politicians with different political and social backgrounds. The results of the analysis reveal that some political entities represented by electoral posters have names, logos and slogans especially used for the 2018 elections while others either have ones already used in the previous elections or stick to their original ones which they use elsewhere. In most posters, there is a tendency to use the name of the country or a related word; some posters use words that may appeal to the voters through hinting at an alternative to the religious parties which have failed in ruling the country in the previous period, or words that promise change and reformation.

Keywords: multimodal discourse analysis, Iraqi Parliamentary elections, electoral posters, logos, slogans

References

Abū Al-S’ūd, S. (2015) “The world of colours and politics.” Nisan Newspaper. 2   December. https://nesan.net/?id=29877(accessed November 5,2019).                                                            

Ademilokun, M. & Moji, O. (2016)A multimodal discourse analysis of some visual images the political rally discourse of 2011 electioneering campaigns in Southwestern  Nigeria.”  International Journal of Society, Culture & Language 4, no.1 (March).            

 Aduradola, R. R. & Chris. C. O. (2013) “Language of political campaigns and politics in Nigeria.” Canadian social science 9, no. 3 (June 30).

Al-Ṯā’ī, S. (2020) “Colour between history and politics.”  https://www.alquds.co.uk. (accessed  January 5 2023)

Bateman, J. A. (2008) Multimodality and genre: A foundation for the systematic analysis of  multimodal documents. New York: Palgrave Macmillan.

Bible, G. et al. (2016) “Political branding in U.S. elections: Content analysis of U.S. presidential campaign logos from 1968-2016.” Gnovis, 2: 25-44.

Chilton, P. and Schaffner, C. “Themes and principles in the analysis of political discourse”. In

Chilton, P. and Schaffner, C. (eds.) (2002) Politics as text and talk: Analytic approaches of  political discourse. Amsterdam: Jhon Benjamins B. V.

Ditsch, K. (2012) “The influence of logo design and branding on political campaigns.”Polisci.Indiana Edu. http://polisci.indiana.edu/undergraduate/theses/Ditsch.pdf.

Fairclough, I. & N. Fairclough.  (2012). Political discourse analysis. London: Routledge

Henderson, P. W. and Joseph A. C. (1998) “Guidelines for selecting or modifying logos.” Journal of Marketing, 62, 14 – 30.

Itten, J. (1970) The Elements of Colour. New York: Van Nostrand Reinhold.

Itten, J. (1973) The art of colour. New York: John Wiley & Sons, Inc.

Jones, R. H. (2012) Discourse analysis: A resource book for students. New York: Routledge.

Kress, G. & Van Leeuwen, T. (2002) “Colour as a semiotic mode.” Visual communication 1:343-368.

Kress, G. (2005) “Sociolinguistics and social semiotics”. In The Routledge companion to semiotics and linguistics, ed. Coble, Paul, 66-82. London: Routledge

Kress, G. (2012) “Multimodal discourse analysis.” In Gee, Paul and Michael Handford, eds. The Routledge handbook of discourse analysis. London: Routledge. 35-50.

Mainah, K. J. (2018) “Branding in political campaigns in United States.”           https://www.researchgate.net/publication/325301872 .

O’Halloran, K. L. (2011) “Multimodal discourse analysis.” In K. Hyland and B. Paltridge (eds)  The continuum companion to discourse. New York: Continuum.

Ontime News (2021) https://ontime-news.net/posts/10603(accessed March 20,2023).

Paltriage, B. (2012) Discourse analysis,2nd ed. London: Bloomsbury.

Rafaeli, A., Sagy, Y., & Derfler‐Rozin, R. (2008) “Logos and initial compliance: A strong case of mindless trust.” Organization Science, 19(6): 845‐859.

Renkema, J. (2004) An Introduction to discourse studies. Philadelphia: John Benjamins Publishing Company.

Romanization system from Arabic letters to Latinized letters 2007. Eleventh United Nations Conference on the Standardization of Geographical Names. New York, 8–17 August 2017 E/CONF.105/137/CRP.137 

Smith, B. Lannes (2023, March7)”propaganda”Encyclopedia Britannica. https://www.britannica.com/topic/propaganda.

‘Umar M. A. (1997) Language and colour. 2nded. Cairo: ‘Ālam Al-Kutub.

Van Dijk, T. A. (1997) “What is political discourse analysis?” Belgian Journal of Linguistics1:11- 52.

Van Leeuwen, T. (2005) Introducing Social Semiotics. London: Routledge

Wilson, J. (2001) “Political discourse”. In Schiffrin, D., Tannen, D. and Hamilton, H. E. (eds.) The handbook of discourse analysis,398-415. Oxford: Blackwell Publishers Ltd.

Wilson, J. (2015) “Political discourse”. In Schiffrin, D., Tannen, D. and Hamilton, H. E. (eds.) The handbook of discourse analysis,775-794. Oxford: John Wiley & Sons, Inc.