Re-fashioning Old Orientalism: A study of Cartoons by Cartoon Movement on FIFA World Cup 2022 by using Multimodal Discourse Analysis

Abstract

The current paper focuses on how cartoons can be used as a vehicle to promote stereotypes about a certain group of people. Orientalism is not a thing of the past. Even in the current times, the concept of Orientalism is refashioned. The present study aims to explore the hidden ideology behind the cartoons shared on a Twitter account, Cartoon Movement which is an online platform that binds together the cartoonists of editorial worldwide. The cartoons have been selected by making use of a purposive sampling technique. For the purpose of analysis, the current research paper hinges on the multimodal discourse analysis. The results show that the people of Qatar; an Arab Middle Eastern country, are depicted in a formulaic manner. Certain traits have been attached with them to represent them in a certain light. Moreover, the results show that the cartoons attach certain stereotypical images to the Islamic identity of the people of Qatar. This image-building process can be summarized as an occidental view of the ‘other’. The study proposes acceptance of other cultures, their norms and values instead of a Eurocentric worldview.