A Multimodal Critical Discourse Analysis of @VisitSaudi.ar's Arabic Instagram Posts

Abstract

This project explores how Saudi Arabia constructs its tourism identity through digital media, focusing on Arabic-language Instagram advertisements published on the official @VisitSaudi.ar account. The study situates this work within a global perspective on tourism branding and cultural representation. By adopting a multimodal lens that considers both linguistic and visual elements, the research examines how textual choices, imagery, and digital symbols work together to shape narratives about Saudi Arabia’s heritage, modernity, and place in the world. Drawing on Machin and Mayr's (2012) multimodal critical discourse framework and Siever’s (2019) iconographetic communication model, the study analyses the official account’s most popular posts to understand how language and visuals interact to project meaning. Attention is given to the blending of colloquial and standard modern Arabic, figurative language, and visual strategies that balance cultural authenticity with global appeal. This approach highlights how digital tourism campaigns not only market destinations but also contribute to shaping international perceptions of nations. Drawing on translation, semiotics, and discourse analysis, the research contributes to broader debates on identity, globalization, and intercultural relations. It also points toward practical implications for tourism authorities. It emphasizes the importance of carefully crafted digital messaging in strengthening Saudi Arabia’s global visibility and supporting its ambitions to reshape its international image through cultural diplomacy and destination marketing.