Constructing Multicultural Harmony: A Critical Discourse Analysis of Ethnic Representation in George Town Heritage Promotional Materials

Lim Xiao Wei, Darwalis Sazan and Kumaran Rajandran
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Lim Xiao Wei: School of Distance Education, University Sains Malaysia, 11800, Gelugor, Penang, Malaysia
Darwalis Sazan: School of Distance Education, University Sains Malaysia, 11800, Gelugor, Penang, Malaysia
Kumaran Rajandran: School of Distance Education, University Sains Malaysia, 11800, Gelugor, Penang, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 3105-3119

Abstract: This study examines how multicultural harmony is depicted through visuals and discourse in marketing materials for the George Town Heritage Celebrations. As a UNESCO World Heritage Site, George Town is renowned for its diverse cultures from Malay, Chinese, Indian, and Eurasian communities. The research combines Critical Discourse Analysis (CDA) and visual semiotic analysis to explore how ethnic groups are portrayed in the design, images, and text of the event brochure. Findings reveal that visual stories focus on famous heritage sites and cultural icons, symbolizing national unity. While visible elements highlight historical architecture and multicultural performances, subtle messages promote an idealized view of ethnic harmony. Using color, layout, and culturally significant images, the brochure functions not only as marketing material but also as a visual ideology supporting discussions of Malaysia’s national identity. The study suggests these visual and textual strategies influence public perceptions of unity, diversity, and cultural coexistence. The analysis emphasizes the importance of heritage communication in shaping collective memory and fostering social cohesion within Malaysia’s diverse society.

Date: 2025
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