After the 2013 coup d’état in Egypt, the Egyptian media launched strenuous campaigns against the Muslim Brotherhood and the West. In this paper, I present a cognitive analysis of a multimodal text of a cartoon with labels, with the goal of gauging its social/political impact. Crucially, the cartoon ‘frames’ its message so strongly that even if the viewer is not a speaker of Arabic and all verbal elements in the cartoon are to be erased, he or she (with certain ‘general’ background knowledge) will probably be able to read its moral message. For the analysis, I employ Fauconnier and Turner’s (1998) conceptual blending theory. The analysis shows that metaphoric blends do not just surface in public discourse. Rather, they can have a strong influence on how people perceive political issues.
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Cited by 4 other publications
2020. Moral metaphor and gender in Arab visual culture: Debunking Western myths. Social Semiotics 30:5 ► pp. 715 ff.
2021. The multimodal recycling machine: toward a cognitive-pragmatic theory of the text/image production. Journal of Graphic Novels and Comics 12:3 ► pp. 207 ff.
2022. The creative minds of Arab cartoonists: metaphor, culture and context. Text & Talk 0:0
Forceville, Charles & Nataša van de Laar
2019. Metaphors portraying right-wing politician Geert Wilders in Dutch political cartoons. In Populist Discourse, ► pp. 292 ff.
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