Meaning Construction and Ideological Messages in UNDP-Egypt Annual Report 2024 Brochure: A Multimodal Critical Approach

Abstract

The study attempted a multimodal critical analysis of UNDP Egypt Annual Report 2024 brochure to identify embedded messages, ideologies and power forms and to understand how ideologies and power are maintained in a hybrid discourse, integrating developmental, political and policy-oriented discourses. Qualitative analysis was conducted using a new critical framework based on Kress and van Leeuwen’s Visual Grammar (2006), Machin and Mayr’s (2025[2012]) and Jancsary et al.’s (2016) MCDA frameworks. The study found that verbal and visual cues work as a coordinated multimodal system to generate power and ideologies. Power is seen in UNDP’s institutional authority, Egyptians’ expertise (in the technological and healthcare sectors) and establishment of human rights, while the identified ideologies are: technological transformation, gender equality, inclusiveness, partnerships and peace for progress. The study adds to linguistics and communication research and helps professionals improve their reporting skills.