Unpacking Ideology Through Multimodality: A Visual Grammar Analysis of the “Devil True Heirs” Digital Poster

Abstract

The current study aims to investigate the multimodal features employed in the "Devil True Heirs" digital poster in constructing meaning and to uncover the underlying ideologies conveyed through its multimodal design. A descriptive qualitative approach was adopted, with the digital poster as the sole unit of analysis. The poster was analysed using Kress and van Leeuwen's (2006) Visual Grammar Framework, focusing on three dimensions of meaning: representational, interactive, and compositional. The findings reveal that the poster constructs meaning through the combination of textual and visual resources, including metaphorical language, colour, blood imagery, participant representation, gaze, social distance, perspective, information value, salience, and framing. These elements work collectively to associate the depicted political leaders with violence, oppression, and moral corruption. The analysis further reveals that the poster conveys anti-Zionist and anti-imperialist ideological positions by criticising the relationship between Israeli and United States political power and representing them as contributors to the never-ending suffering in Gaza. The study highlights how Visual Grammar helps reveal ideological meanings constructed through the interplay of text and visuals in digital posters. It also highlights the importance of critical multimodal awareness, enabling audiences to recognise ideological messages spread in social media content and engage with these messages more thoughtfully.