Constructing Environmental Sustainability: A Multimodal Linguistic Analysis of the Green Saudi Initiative

This research investigates the synergistic interaction of diverse communication modalities within the promotional video "Championing Climate Action", produced by the Green Saudi Initiative (GSI), and its pivotal role in fostering environmental awareness among Saudi citizens. The video serves as a compelling narrative vehicle that projects Saudi Arabia’s commitment to ecological stewardship and its vision for a sustainable future. By integrating multiple semiotic resources—ranging from evocative visual imagery and emotionally resonant music to carefully crafted linguistic choices and conceptual metaphors—the study explores how these verbal and non-verbal modes work in tandem to deliver a coherent and persuasive message. Grounded in Kress and van Leeuwen’s (2006) framework for Multimodal Discourse Analysis and informed by Stibbe’s (2015) ecolinguistic approach to ecological discourse, the research analyzes the symbolic and communicative power embedded in the video. It pays particular attention to how sustainability themes are constructed, reinforced, and aligned with the cultural, environmental, and religious values specific to Saudi society, while also evaluating their alignment with global Sustainable Development Goals (SDGs). The findings reveal that multimodal strategies are not only effective in enhancing public understanding of climate issues, but also in motivating emotional engagement, encouraging behavioral transformation, and positioning Saudi Arabia as a proactive leader in global environmental sustainability. This study demonstrates the communicative strength of eco-themed media in shaping ecological consciousness and influencing policy discourse within culturally resonant frameworks.