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All Journal LiNGUA: Jurnal Ilmu Bahasa dan Sastra LLT Journal: A Journal on Language and Language Teaching Language, Technology, and Social Media Indonesian Journal of English Language Teaching and Applied Linguistics
Elyas, Tariq
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : language technology and social media

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Culture in Advertisements: A Discursive and Semiotic Analysis of Maestro Pizza Advertisements in Saudi Arabia Albogami, Hajer Mohammed; Alshurafa, Nuha; Elyas, Tariq; Alrawi, Maather
Language, Technology, and Social Media Vol. 3 No. 2 (2025): December 2025 | Language, Technology, and Social Media
Publisher : WISE Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70211/ltsm.v3i2.271

Abstract

Advertisements have long been acknowledged not merely as tools for product promotion but as powerful cultural agents that reflect and shape societal values. This study critically examines the cultural and ideological underpinnings embedded in Maestro Pizza advertisements aired on Saudi National Days 88, 89, and 91. Employing Fairclough’s Critical Discourse Analysis (CDA) and Barthes’ Semiotic Theory, this research investigates twelve selected visual frames from three advertisements to uncover how Saudi cultural identities, historical figures, and social norms are represented. The findings highlight the prominence of cultural symbols such as national landmarks, historical narratives, and the evolving image of Saudi women, illustrating how these advertisements align with national ideologies and social conventions. This study underscores the significance of advertising as a medium for cultural transmission, offering new insights into how advertisements can reflect and perpetuate national identity in the context of Saudi Arabia. The implications of these findings contribute to the broader field of media studies and cultural representation in advertising.
Legitimising Lockdown in Saudi Arabia: A Political Discourse Analysis of Platformed Government Communication During a Public Health Emergency Ali Alraythi, Jaber Salman; Elyas, Tariq; Alqahtani, Nazim; Gazzaz, Rasha
Language, Technology, and Social Media Vol. 4 No. 1 (2026): March 2026 | Language, Technology, and Social Media
Publisher : WISE Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70211/ltsm.3026-7196.397

Abstract

This study applies Teun A. van Dijk’s Political Discourse Analysis (PDA) framework within Critical Discourse Analysis (CDA) to examine Saudi political communication during the COVID-19 crisis. It analyses three key texts: King Salman’s national address, the Ministry of Health’s (MoH) public awareness campaigns particularly the “Educational Text Messages” and the MoH spokesman’s speech on vaccines. The study explores how language was strategically used to legitimise government actions, construct a shared sense of national responsibility, and promote compliance with health measures. Through macro-level thematic, micro-linguistic, and socio-cognitive analysis, the research reveals that Saudi discourse employed religious authority, national identity, emotional appeals, and inclusive language to reinforce trust and unity among citizens and expatriates. The findings show a hierarchical, top-down communicative structure integrating religious legitimacy, technocratic guidance, and scientific reassurance to influence public perception and maintain ideological cohesion. Additionally, the strategic use of multiple genres and multilingual media ensured message consistency and broad reach across society. Overall, the study highlights how political discourse functions as both an ideological and communicative instrument in crisis governance, enriching the understanding of how language mediates power, ideology, and social mobilisation in centralised political contexts.
Co-Authors Al Zahrani, Budor Saeed Albogami, Hajer Mohammed Ali Alraythi, Jaber Salman Alqahtani, Nazim Alrawi, Maather Alshurafa, Nuha Azad, Inamul Gazzaz, Rasha Geng, Hui Khabibjonovna, Kushieva Nodira Muhammad Aridan Umi Hijriyah