Constructing Environmental Sustainability: A Multimodal Linguistic Analysis of the Green Saudi Initiative

Authors

  • Menna Mohamed Salama El-Masry

    Department of English Language and Literature, College of Science and Humanities, Prince Sattam Bin Abdulaziz University, Al-Kharj 11942, Saudi Arabia

DOI:

https://doi.org/10.30564/fls.v7i5.9526
Received: 15 April 2025 | Revised: 29 April 2025 | Accepted: 7 May 2025 | Published Online: 22 April 2025

Abstract

This research investigates the synergistic interaction of diverse communication modalities within the promotional video "Championing Climate Action", produced by the Green Saudi Initiative (GSI), and its pivotal role in fostering environmental awareness among Saudi citizens. The video serves as a compelling narrative vehicle that projects Saudi Arabia’s commitment to ecological stewardship and its vision for a sustainable future. By integrating multiple semiotic resources—ranging from evocative visual imagery and emotionally resonant music to carefully crafted linguistic choices and conceptual metaphors—the study explores how these verbal and non-verbal modes work in tandem to deliver a coherent and persuasive message. Grounded in Kress and van Leeuwen’s (2006) framework for Multimodal Discourse Analysis and informed by Stibbe’s (2015) ecolinguistic approach to ecological discourse, the research analyzes the symbolic and communicative power embedded in the video. It pays particular attention to how sustainability themes are constructed, reinforced, and aligned with the cultural, environmental, and religious values specific to Saudi society, while also evaluating their alignment with global Sustainable Development Goals (SDGs). The findings reveal that multimodal strategies are not only effective in enhancing public understanding of climate issues, but also in motivating emotional engagement, encouraging behavioral transformation, and positioning Saudi Arabia as a proactive leader in global environmental sustainability. This study demonstrates the communicative strength of eco-themed media in shaping ecological consciousness and influencing policy discourse within culturally resonant frameworks.

Keywords:

Multimodal Discourse Analysis; Ecolinguistics; Green Saudi Initiative (GSI); Environmental Sustainability; Eco-Cultural Values

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How to Cite

Salama El-Masry, M. M. (2025). Constructing Environmental Sustainability: A Multimodal Linguistic Analysis of the Green Saudi Initiative. Forum for Linguistic Studies, 7(5), 66–82. https://doi.org/10.30564/fls.v7i5.9526

Issue

Vol. 7 , Iss. 5 (May 2025): In progress

Article Type

Article

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Copyright © 2025 Menna Mohamed Salama El-Masry

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.