TEXT AND POWER: UNPACKING THE DISCOURSE OF BALOCH LONG MARCH POSTERS THROUGH LINGUISTIC AND TEXTUAL ANALYSIS

This qualitative study examines the linguistic and visual strategies employed in the placards of the Baloch Long March, a movement highlighting the struggles of marginalized Baloch communities. Applying Systemic Functional Linguistics (SFL) and Critical Discourse Analysis (CDA), this research seeks to uncover how language and visuals interact to convey messages of resistance and identity. The study addresses an identified gap in discourse analysis, focusing on how protest language and symbols are strategically used to challenge systemic oppression and amplify collective voices. Our findings reveal that Baloch Long March placards utilize assertive language, metaphorical expressions, and culturally resonant visuals that communicate the anguish of enforced disappearances and emphasize resilience and solidarity. SFL analysis highlights language's ideational and interpersonal functions in portraying oppression's personal and communal impact. At the same time, CDA offers insights into the power dynamics and ideological structures that these messages critique. Nonverbal elements, including colour symbolism and visual metaphors, strengthen the emotional appeal and accessibility of the messages, enhancing their impact on audiences. This study contributes to discourse and communication research by illustrating how integrated linguistic and visual elements in protest placards foster accessibility and encourage collective mobilisation. In addition, this research underscores the power of language and imagery in shaping social narratives. Keywords: Baloch Long March, Systemic Functional Linguistics, Critical Discourse Analysis, protest language, visual communication, collective identity