A SEMIOTIC ANALYSIS OF THE "REFLECT YOUR RESPECT" INFOGRAPHIC POSTER FOR THE WORLD CUP QATAR 2022

Abstract

This study seeks to explore and understand the diverse interpretations of the infographic poster "ReflectYourRespect", distributed by Qatar in the lead up to the FIFA 2022 World Cup. The poster served as an avenue for the nation to demonstrate and share its cultural and religious values, notwithstanding, it elicited a spectrum of reactions, from affirmation to disapproval due to its prescriptive content. The aim of this study is to unpack the nuanced meanings encoded within the infographic by applying semiotic analysis as content analysis method. A qualitative approach is employed in dissecting the symbolic dimensions of the poster, using two distinctive semiotic frameworks: Charles Sanders Peirce's model, to ascertain the varied types of signs incorporated, and Roland Barthes' model, to delve into the connotations and mythological underpinnings perpetuated through the poster. The finding of this study reveals that the visual elements embedded within the poster might be interpreted differently by the local and the international audience. Yet, the findings also indicate that the infographic was strategically designed to echo the Islamic values which form the backbone of Qatar's religious and cultural landscape.