Ideological Frame in Facebook Digi-talks: Mo-Salah's Injury A Cross Eco-linguistic Analysis

Abstract

This study approaches the eco-linguistic field in light of cognitive semantics and social semiotics. It attempts to depict and evaluate the eco-textual and linguistic landscape concerning the story lived by people (i.e. MoSalah's injury) posted on Facebook walls, creating what is known as 'construal'. In Saeed (2003), construal is defined as the active alternative characterizations of daily scenes focusing on conventionalized knowledge that is available across cognitive, social, and cultural processes (p. 376). The story representations' represent the discoursal features; linguistic as well as socio-semiotic devices in a multi-modal analytic approach (Kress, 2010, p. 22). The bottom-up analysis of the Facebook memes reflect the Facebook users' ideo-space that refers to the standard socio-political, socio-religious, and socio-educational de/construction process that appears to be a result of; a) the Internet ease access; b) the Internet anonymity; and c) the people's implicit intentions to change and move on creating a new level of uniformity that suits the digital environment where new apparent ideologies are established, liked, conceptualized, and prevailed. The multimodal discourse approach deals with; a) frame semantics to address the three main levels of analysis; predicate; construction; and pragmatic components in text-based data (Fillmore, 1982); and b) social semiotics to address the landscape memes; following Lidov's (1999) and Kress and van Leeuwen's (2006) socialsemiotic approaches. In fin, facebook shows a highly transformative interpretive discursive medium of communication.