Cultural Recall of Multimodal Messages in the Turkic World: Multimodal Messages of Pre-Flight Safety Briefings
Multimodality in tourism-related texts can be trackable via presence or absence by harmonising semiotic resources such as signs and signifiers with verbal elements like letters and typography (Kress and Leeuwen, 2006), audio-visual aspects like videos, sound effects and tourism landscapes (Sulaiman, 2014b), cultural reflections, and gestural-spatial depictions (Pastra, 2008) accompanied by sensory representations like pre-flight safety briefings presented by flight attendants. Pre-flight safety briefing content is positioned as hybrid text, as it has informative and operative functions (Reiss, 1981). This hybridity can be conveyed to the receiver utilising audio-visual material and multimodal methods. This study aims to examine the cultural multimodal messages represented in the instructional videos prepared by the flag carriers of the Turkic States positioned in the Turkic World for use in pre-flight safety briefings. Since the study adopts descriptive and explanatory approaches, this study shall be regarded as a qualitative study.
The flag carriers of the member states of the Organization of Turkic States, Azerbaijan (AZAL-Azerbaijan Airlines), Kazakhstan (Air Astana), Türkiye (Turkish Airlines), and Uzbekistan (Uzbekistan Airways), except Kyrgyzstan (Air Kyrgyzstan), and Turkmenistan (Turkmenistan Airlines), which has observer status, were selected as the sample group. Kyrgyzstan was excluded since it is unknown whether Air Kyrgyzstan, has pre-flight safety briefing content, and no content could be accessed.
Dilruba Temuçin completed her BA in English Translation and Interpretation from Ege University. She is currently pursuing her Master’s degree at Dokuz Eylul University and is a research assistant at Bursa Technical University in the Department of English Translation and Interpreting. Her research interests are Localisation Studies, Sociology of Translation with a specific focus on socio-cultural and multimodal aspects besides the role of networks, capitals and intermediaries in the production and circulation processes, and multimedia and technological advancements. She is the co-author of the research article entitled A review of actor-oriented capitals and investments in the field of interpreting in Türkiye (2023). Her other researches are: Artificial Intelligence (AI) and Localization: Friends or Foes? Some Insights Regarding AI Utilization in Localization Practices (2024), It is a bird, it is a dream, it is a desire: the symbol of the seagull in the Turkish borders (2022), Symbolism in Literary Translation: Can transmission of the symbols used in literary works be regarded as intertextuality? (2021).