The role of multimodality and intertextuality in accentuating humor in Algerian Hirak’s
posters
Mohammed NaharAl-Ali and Badra HadjDjelloul
Jordan University of Science and Technology | Moulay Tahar University
Abstract
This study investigates how the interaction between multimodal modes and intertextual resources accentuates humor
functions. Kress and van Leeuwen’s Visual Grammar (2006) was adopted to analyze a set
of sixty humorous online posters of Hirak’s movements. The results revealed that humor was generated from the
purposeful interplay of various semiotic modes and the reproduction and recontextualization of shared socio-cultural and political
resources. The protesters utilized cartoon characters, religious discourse, folk traditions, and cultural mundane to represent the
authority’s members humorously as lawbreakers, prisoners, robbers, and gangsters. This humorous exposition has placed the
authority members outside the Algerian societal in-group boundaries. In contrast, such a device has enhanced conformity among the
protesters and exhibited their superiority over the ruling outer group. We hope such an investigation will pave the grounds for
further studies and provide insights into multimodal discourse analysis.
Recently, the Arab world has witnessed massive uprisings, and political and military movements that engulfed various Arab
countries. These movements are considered public acts aiming at political and social changes and reforms. After the Tunisian 2010
revolution’s success, protests swiped quickly to other Arab countries like Egypt, Syria, Libya, Lebanon, and Algeria (Hussein 2015; Bentahar 2020). These uprisings and
revolutions were due to low living standards, oppressive governing systems, lack of democracy, violation of human rights,
unemployment, poverty, weak health care, and lack of food price control (Lahlali 2014;
Nassar 2020). Although these uprisings occurred in different countries, most of them
called for the overthrow of the ruling regimes, under the famous slogan ash-shaʻb yurīd isqāṭ an-niẓām “The people
want to bring down the regime” (Abulof 2011). Some uprisings achieved their goals in
challenging violent circumstances although the protestors confronted severe suppression by the ruling authorities. However, some
movements occurred peacefully with minor cases of violence.
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