A Semiotic Analysis of Political Cartoons in Jordan in Light of the Arab Spring

This paper provides a semiotic analysis of political cartoons published in Jordan prior to and during the 2013 elections. It seeks to depict the sociopolitical context after the 2011 Arab Spring and focuses on the changes to people’s practices and stances toward politics and politicians. The data consist of political cartoons by the Jordanian cartoonist Imad Hajjaj drawn during the parliamentary election campaigns in 2007, 2010, and 2013. This paper argues that the humor generated in cartoons conveys strong messages that require an analysis of the interaction between the different signs in cartoons and their social and ideological implications. A model of analysis derived from Barthes’ perception of denotation and connotation theories is adopted. This model is comprised of three types of messages: linguistic, literal, and symbolic. The analysis identifies different messages in the cartoons before and after 2011. Unlike the cartoons from 2007 and 2010, the linguistic and denoted messages in the cartoons of 2013 connoted a sense of salvation, achievement, victory, freedom, dignity, and democracy, merits that had rarely been highlighted in previous cartoons. This attitude is reflected by themes such as the positive image of the young, public awareness of political and national issues, and resistance towards corruption. The study sheds light on this neglected area of visual communication in the Arab world and hopes to provide new insights into the fields of semiotics, pragmatics, multimodal analysis, and critical discourse analysis.