Criticizing negative cultural traditions in Jordan using humorous caricature: multimodal analysis of Emad Hajjaj (Abu Mahjoub) cartoons

Abstract This paper examines the role of Emad Hajjaj’s caricatures in critiquing negative cultural traditions in Jordan depending of Multimodal Metaphor Theory. Analyzing nine selected caricatures, sourced from various media including Hajjaj’s Instagram page, reveals that the combination of visual and textual elements, along with the use of irony, exaggeration, and satire, serves as an effective form of social commentary. Hajjaj’s strategic use of exaggerated features and imagery invites the audience to critically reflect on the irrationality and detrimental effects of certain cultural practices, fostering dialogue without alienating individuals attached to these traditions. The study highlights the resonance of Hajjaj’s work with the Jordanian public by tapping into shared cultural knowledge, creating a space for meaningful discourse on the relevance of these traditions in contemporary society. The findings suggest that humor and satire are powerful tools in prompting public reflection and challenging the status quo. The study underscores the potential of visual art as a medium for social critique and the importance of cultural context for interpretations. Hajjaj’s caricatures play a critical role in fostering discussions about cultural practices in Jordan. His use of multimodal metaphors and humor critiques negative traditions and encourages a collective re-evaluation of their place in society.