More than meets the eye : a multimodal approach to science-popularizing discourse and representation of the “Other” in a selection of national geographic feature articles

الملخص EN

National Geographic Magazine (NGM) is an American cultural icon renowned for the dissemination of geographic knowledge, the exhilaration of cultural explorations, the popularization of science discourse, and the cultivation of visual imaginaries.

Among popular science magazines, its distinctive force in the popular imagination squarely lies in the manipulation and division of labor among individualized and sensationalized textual and visual signifiers.

While NGM is said to reproduce familiar iconic visual systems, representations of the ‘Other’ seem to constitute a unique configuration through which latent geopolitical ideologies impinge on the feature article multimodal ensemble.

Extending past scholarship on National Geographic Othered representations, science-popularizing discourse, and multimodality, while mobilizing multiple tools drawn from several theories, this research proposes a genre-based multimodal framework to the analysis of feature articles as dialectically connected to the collective, the historical, and the generic dimensions of the cultural practices therein.

As a point of departure, the paper examines two feature articles retrieved from the online version of NGM, particularly from the Reach for the Stars content hub the magazine created for UAE space endeavors in partnership with the Mohammed Bin Rashid Space Centre (MBRSC), home to the UAE’s National Space Programme.

Specifically, the study scrutinizes the representations of Arab space scientists (the Other) in manners that tie closely to the geopolitical culture of the US (the Self).

Findings showcase that despite the magazine’s metaphor a window on the world, the multimodal ensembles of science-popularizing discourse in NGM emerge as complex cultural processes fashioned in response to the ever-changing US geopolitical ideologies.