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