Framing the Bisht: A Multimodal Analysis of Arab and Non-Arab Online Media Coverage in the 2022 World Cup Final

This study investigates how Arab and non-Arab online news sources covered the bisht moment during the 2022 FIFA World Cup final. The study's corpus consists of 10 English-language online news reports, evenly split: 5 from Arab and 5 from non-Arab sources, collected from their official websites, to ensure diverse cultural representation and prevent bias. Using Machin and Mayr’s (2012) Multimodal Critical Discourse Analysis (MCDA) framework and Van Dijk’s (1998) Ideological Square model, the study analyzes the corpus to explore how text and visuals were used to shape the story. The findings revealed that Arab media focused on the bisht as a symbol of pride and tradition, using positive language and images to show it as a gesture of respect and cultural importance. On the other hand, non-Arab media often described the bisht as awkward or unnecessary, highlighting controversy and ignoring much of its cultural meaning. The findings also showed that both sides framed the event differently based on their cultural perspectives. Arab media celebrated the moment, avoiding any criticism and focusing on the bisht’s rich heritage. Non-Arab media, however, highlighted its clash with Messi’s jersey, seeing it as a distraction from his amazing win. The visuals also reflected these narratives, with Arab media blending tradition and celebration, while non-Arab media leaning toward creating tension. Finally, the study highlighted how media shapes public views of cultural moments and the need for fair and balanced reporting in global events.