The Signs of a Strongman: A Semiotic and Discourse Analysis of Abdelfattah Al-Sisi’s Egyptian Presidential Campaign

Mohammed el-Nawawy, Mohamad Hamas Elmasry


This study employs semiotic analysis to examine the sign system in two of Abdelfattah Al-Sisi’s 2014 Egyptian presidential campaign posters, and discourse analysis to uncover dominant discourses in Al-Sisi’s most prominent campaign video. The semiotic analysis finds that the campaign presented Al-Sisi as a familiar, yet transcendent, figure, and the discourse analysis suggests that the video producers discursively constructed Al-Sisi as the ultimate patriot and a strongman with immense leadership abilities.



semiotics, Egypt, Al-Sisi, discourse analysis, presidential campaign.

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