The Bonding Power of Egypt’s Two Historical Parades on Social Media "The Communing Affiliation System" | ||
| هرمس | ||
| Article 8, Volume 13, Issue 3 - Serial Number 49, July 2024, Pages 137-169 PDF (1.01 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/herms.2024.393508 | ||
| Author | ||
| Norhan Mohamed Soliman | ||
| The British University in Egypt | ||
| Abstract | ||
| The performance of two historical parades in Egypt created a massive ambient community of Egyptian citizens on social media. The Pharaohs Golden Parade was performed in April 2021, while the Sphinx Avenue in Luxor Parade was executed in November 2021. In response, Egyptians enthusiastically occupied different social media platforms and shared their views and feelings toward the two parades. Surprisingly, they used the English language as a means of communication. This study aims to find how the Egyptians’ communicated attitudes toward the two historical parades contributed to the construction of a national bond on social media. In December 2021, six hundred and twelve posts were collected from three social media platforms, LinkedIn, Twitter, and Facebook. Considering the significant role of the Social Semiotic approach in revealing constructed affiliations, this study adopted Night’s (2010) Ideation-Attitude approach and Zappavigna and Martin’s (2018) Communing Affiliation System. The findings indicated that Egyptian post-writers used frequent vocatives and references to convoke fellow Egyptians on social media to bond and celebrate their achievements. In addition, their embellished posts revealed their aim to commune with virtual audiences to promote their capabilities and great history. They also used intensifiers to emphasize their communicated feelings of pride and glory. Finally, the findings shed light on how Egyptian post-writers applied common communing affiliation strategies on three social media platforms in response to two historical parades. This significant resemblance revealed the construction of a national ambient community, whose members bonded to promote Egypt’s image internationally. | ||
| Keywords | ||
| Appraisal Framework; Communing Affiliation System; Ideation-Attitude | ||
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