A Multimodal Critical Discourse Analysis of the Representation of WHO EMRO on COVID-19

Abdelhamid, Hammam A.; Mazid, Bahaa-eddin M.; Abu-hassoub, Ahmed M.

doi:10.21608/ejlt.2025.421287.1117

A Multimodal Critical Discourse Analysis of the Representation of WHO EMRO on COVID-19

Document Type : Research in linguistic and literary studies

Authors

¹ LTC, Faculty of Arts, Sohag University

² Professor of Linguistics & Translation, Vice-Dean for Postgraduate Studies, and Head of the Department of English, Faculty of Languages, Sohag University

³ Department of English. Faculty of Languages. Sohag University. Sohag. Egypt

10.21608/ejlt.2025.421287.1117

Abstract

The present study aims to investigate the discourse of COVID-19 in the representations of the World Health Organization Regional Office for the Eastern Mediterranean (WHO EMRO). It applied the model of Machin and Mayr (2012), with its visual and linguistic toolkits, to four multimodal representations of COVID-19 from WHO EMRO. The study utilized the qualitative and quantitative approaches. The results revealed that the representations included the pandemic itself, the people involved, and human values. The individuals involved were represented in various capacities, including breadwinners, healthcare workers, nurses, and heroes. They were also shown as offering their lives to protect us. Furthermore, WHO, with its suboffices, including EMRO, is represented as the leading global health authority, especially in declaring pandemics and their treatment mechanisms. The authoritative power of the EMRO is highlighted by using its logo. The ideology is demonstrated in equity and solidarity, as all people are equal and should play roles to stop the pandemic. Colors played a crucial part in the WHO EMRO representations of COVID-19, from showing the constant threat of the pandemic to depicting the fatigue people suffered from at the time.

Keywords