cultural identity in airline safety videos: A Cross-cultural semiotic analysis of asian , Western , And middle eastern regions

Abstract

This study explores the extent to which airline safety videos reflect national cultural values through the lens of Hofstede’s cultural dimensions. Using a qualitative, semiotic, cross-cultural analysis, 12 videos from Asian, Western, and Middle Eastern airlines were examined. The findings reveal that while cultural identity is embedded in all videos, its representation varies. Western airlines generally align with their national cultural profiles, primarily using linguistic and behavioral cues. Asian carriers emphasize visual and symbolic elements, each reflecting a dominant cultural dimension such as power distance or long-term orientation. Middle Eastern airlines, particularly Qatar Airways and Emirates, strategically deviate from their cultural scores, blending traditional and globalized imagery to project a cosmopolitan brand. These deviations appear to be deliberate branding choices rather than indicators of cultural change. The study highlights how airline safety videos function as tools of cultural communication and global positioning. While the limited sample size restricts broad generalizations, the research offers practical implications for Algerian airlines and contributes to ongoing discussions in cultural studies, semiotics, and international marketing. Future research could benefit from expanded sampling and the integration of alternative cultural frameworks for deeper analysis.