Semiotic Portrayal of Climate Awareness in Pakistani PSMs: A Multimodal Analysis (2024)
Abstract
This study investigates the semiotic portrayal of climate awareness in Pakistani PSMs created in 2024 through a multimodal framework. Grounded in socio-semiotic theory, especially the work of Kress and van Leeuwen (2006), the investigate looks at how meaning related to change of climate is developed through the transaction of visual, auditory and linguistic modes. The study points to explore how climate discourse is surrounded, what ideological messages are inserted, and how these messages endeavor to impact public recognition and behavior regarding natural issues. Employing a qualitative research method, a purposive sample of 2024 PSMs is chosen to guarantee contemporary alignment and relevance with recent climate narratives in Pakistan. The investigation is conducted through the lens of multimodal, focusing on representational, composition a and interactive, metafunctions, alongside CDA to reveal underlying ideological structures and power relations. Particular consideration is given to the utilize of imagery, symbols (such as droughts, floods, and afforestation), and sound elements language choices, that contribute to the development of climate urgency and obligation. The findings are anticipated to uncover that Pakistani PSMs utilize key semiotic assets to outline climate change as both an quick threat and a collective obligation, frequently aligning with institutional and governmental narratives. Also, the study expects distinguishing ecophilic topics and powerful techniques that point to cultivate environmental awareness among the public. This study contributes to the areas of media discourse, Eco linguistics, and multimodal studies by offering experiences into how climate awareness is semiotically built in a creating country setting, especially inside the cultural and socio-political landscape of Pakistan.
Keywords: Climate Awareness, Multimodal Analysis, PSMs, Socio-Semiotics, Climate Change Discourse, Pakistani Media
