Esmat Babaii
I have worked intensively on discourse analysis (mainstream and CDA) with special interest in Systemic Functional Linguistics. Language assessment is my another area of interest. I have published in reputable refereed journals and I welcome international research collaborations related to my areas of interest. For a complete list of my publication please check the following link:
https://www.researchgate.net/profile/Esmat_Babaii
Address: https://www.researchgate.net/profile/Esmat_Babaii
https://www.researchgate.net/profile/Esmat_Babaii
Address: https://www.researchgate.net/profile/Esmat_Babaii
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Papers by Esmat Babaii
roles in promoting international airlines’ profile and their host country, are mostly underresearched.
Therefore, the present study aimed to examine the application of different visual and
semiotic strategies regarding social actors' race, age and social class and how people are represented
in different international airlines’ inflight magazines. For this purpose, 16 international airlines’
inflight magazine issues were selected depending on the host country's geographical location and
availability. Using Kress and van Leeuwen’s (2006 [1996]) and van Leeuwen’s (2008) visual
grammar, the data were analyzed based on ideational, interpersonal and compositional levels. The
results revealed that inflight magazine designers, content developers and advertisement agencies tend
to apply certain visual and semiotic resources. They reinforce bias and false stereotypes towards
certain groups of people in terms of their age, race and social class originating in political, historical
and ideological perceptions and standpoints of higher institutions across the world. The findings also
highlight the importance of visual literacy being promoted to the target audience, including air
travelers and EFL learners.
roles in promoting international airlines’ profile and their host country, are mostly underresearched.
Therefore, the present study aimed to examine the application of different visual and
semiotic strategies regarding social actors' race, age and social class and how people are represented
in different international airlines’ inflight magazines. For this purpose, 16 international airlines’
inflight magazine issues were selected depending on the host country's geographical location and
availability. Using Kress and van Leeuwen’s (2006 [1996]) and van Leeuwen’s (2008) visual
grammar, the data were analyzed based on ideational, interpersonal and compositional levels. The
results revealed that inflight magazine designers, content developers and advertisement agencies tend
to apply certain visual and semiotic resources. They reinforce bias and false stereotypes towards
certain groups of people in terms of their age, race and social class originating in political, historical
and ideological perceptions and standpoints of higher institutions across the world. The findings also
highlight the importance of visual literacy being promoted to the target audience, including air
travelers and EFL learners.