EMBODIED DIGITAL PROTEST IN ROBLOX: A MULTIMODAL CRITICAL DISCOURSE ANALYSIS OF POWER AND RESISTANCE IN VIRTUAL ACTIVISM
Keywords:
Multimodality, Protest Discourse, Roblox, MCDA, Digital Activism
Abstract
This study investigates the construction of meanings of power and protest through multimodal semiotic resources within the “Free Palestine” protest simulation on the Roblox video game platform. Roblox enables users to perform protest discourse through embodied interaction, spatial navigation, symbolic representation, and multimodal participation as participatory virtual environments increasingly function as sociopolitical communicative spaces. This research applies the MCAD by Jewitt and Machin and Mayr to examine how linguistic, visual, gestural, spatial, and auditory semiotic resources interact to construct representations of resistance, solidarity, and institutional authority within the virtual environment. Data were collected through repeated close-playing observation, multimodal logging, field-note documentation, and iterative analysis of representative protest scenes. The analytical process involved multimodal categorization, interpretive coding, and critical examination of how semiotic resources operate relationally across interactive gameplay contexts. The findings demonstrate that protest discourse within Roblox is enacted through embodied and participatory performance in which players negotiate ideological positioning through avatar movement, spatial confrontation, and symbolic alignment. This study contributes theoretically to MCDA by extending multimodal discourse analysis beyond static media texts to interactive gaming environments characterized by embodied resistance and participatory protest discourse.
References
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Szebeni, Z., Hartikainen, I., Schmalenberger, S., & Cole, M. (2025). Banana Populism : Exploring the Emotionally Engaging , Authentic , and Memeable Rhetoric of Populist Visual Communication. Social Media + Society, 11(1), 1–11. https://doi.org/10.1177/20563051251313847
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Blondé, J., Iacoviello, V., Lampropoulos, D., Vétois, M., & Pichastor, J. M. F. (2021). Legitimacy of Authority and Protest Actions in Response to Collective Disadvantages. Social Justice Research, 34(3), 255–284. https://doi.org/10.1007/s11211-021-00374-z
Bogost, I. (2007). Persuasive Games: The Expressive Power of Videogames. The MIT Press. https://doi.org/10.7551/mitpress/5334.001.0001
Chang, E. Y. (2010). Close Playing, a Meditation on Teaching (with) Video Games. http://www.edmondchang.com/2010/11/11/close-playing-a-meditation/
De la Cruz, J. S., Cortés Gómez, S., & Lacasa, P. (2025). Contemporary Political Discourse in Digital Games: A Systematic Approach. Media and Communication, 13(c), 1–20. https://doi.org/10.17645/mac.8689
De Paula, B. (2023). Exploring game grammars: a sociosemiotic account of young people’s game-making practices. Visual Communication, 22(4), 693–712. https://doi.org/10.1177/14703572211027214
Dunivin, Z. O., Yan, H. Y., Ince, J., & Rojas, F. (2022). Black Lives Matter protests shift public discourse. PNAS, 119, 1–11. https://doi.org/doi.org/10.1073/pnas.2117320119
Fairclough, N. (1995). Critical discourse analysis: the critical study of language. Longman Group Limited. https://doi.org/10.1016/0378-2166(96)89194-6
Fairclough, N. (2015). Language and Power (3rd Editio). Routledge.
Foucault, M. (1980). Power/Knowledge: Selected Interviews & Other Writings 1972-1977 (C. Gordon (ed.); C. Gordon,). Pantheon Books.
Foucault, M. (2008). Power/Knowledge. In The New Social Theory Reader (2nd Editio, p. 7). Routledge.
Gee, J. P. (2007). What video games have to teach us about learning and literacy (2nd Editio). Palgrave Macmillan.
Gislam, C., Crawford, G., Bagnall, G., Gosling, V., & Yodovich, N. (2025). Do Video Games Matter? Examining Video Games’ Pathways to Legitimacy and Cultural Value Through Cultural Intermediaries. Games and Culture, July, 1–20. https://doi.org/10.1177/15554120251341621
Greijdanus, H., Fernandes, C. A. D. M., Turner-zwinkels, F., Honari, A., Roos, C. A., Rosenbusch, H., & Postmes, T. (2025). The psychology of online activism and social movements. Current Opinion in Psychology, 35, 49–54. https://doi.org/10.1016/j.copsyc.2020.03.003
Hao, Y. (2021). Computer Games as Social Sculptures: Rethinking the Discourse of Participation and Its Implications for Digital Game Design. Proceedings of the ACM on Human-Computer Interaction, 1–15. https://doi.org/https://doi.org/10.1145/3474668
Hawreliak, J., & Lemieux, A. (2020). The semiotics of social justice: a multimodal approach to examining social justice issues in videogames. Discourse, 41(5), 723–739. https://doi.org/10.1080/01596306.2020.1769936
Huber, L. M. (2022). Beyond Policy: The Use of Social Group Appeals in Party Communication Beyond Policy: The Use of Social Group Appeals in Party Communication. Political Communication, 39(3), 293–310. https://doi.org/10.1080/10584609.2021.1998264
Jackson, C. (2024). Zombies, Consumption, and Satire in Capcom’s Dead Rising (1st Editio). Routledge.
Jenkins, H. (2006). Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York University Press.
Jewitt, C. (2017). The Routledge Handbook of Multimodal Analysis (Second Edi). Routledge.
Joy, P., Hammond, B., Hammond, C., Bonardi, O., Wassef, K., & Ferlatte, O. (2024). Pulling at All Threads: Reflections on Using Multimodal Critical Discourse Analysis Within Arts-Based Health Research. Qualitative Health Research. https://doi.org/10.1177/10497323241307893
Kenalemang, L. M. (2022). Visual ageism and the subtle sexualisation of older celebrities in L’Oréal’s advert campaigns: a Multimodal Critical Discourse Analysis. Ageing & Society, 42, 2122–2139. https://doi.org/10.1017/S0144686X20002019
Kim, Harris Hyun-soo, & Lim, Chaeyoon. (2019). From virtual space to public space: The role of online political activism in protest participation during the Arab Spring. International Journal of Comparative Sociology, 60(6), 409–434. https://doi.org/10.1177/0020715219894724
Koivunen, A., & Vuorelma, J. (2022). Trust and authority in the age of mediatised politics. European Journal of Communication, 37(4), 393–408. https://doi.org/10.1177/02673231211072653
Kress, G., & van Leeuwen, T. (2021). Reading Images: The Grammar of Visual Design. Routledge.
Lennon, H. W., & Kilby, L. (2020). A Multimodal Discourse Analysis of ‘Brexit’: Flagging the Nation in Political Cartoons. In Political Communication (pp. 115–146). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-60223-9_5
Lin, Holin, & Sun, Chuen-Tsai. (2022). Game-Assisted Social Activism: Game Literacy in Hong Kong’s Anti-Extradition Movement. Games and Culture, 17(7–8), 954–976. https://doi.org/10.1177/15554120211061852
Liu, H., Liu, L., & Li, H. (2024). Multimodal Discourse Studies in the International Academic Community (1997–2023): A Bibliometric Analysis. SAGE Open, 14(4), 1–25. https://doi.org/10.1177/21582440241305454
Lobera, J., & Portos, M. (2020). Decentralizing electoral campaigns? New-old parties, grassroots and digital activism. Information, Communication & Society, 24(10), 1419–1440. https://doi.org/10.1080/1369118x.2020.1749697
Machin, D., & Mayr, A. (2012). How to Do Critical Discourse Analysis: A Multimodal Introduction. In Sage (p. 242). SAGE Publications.
Maiorani, A., & Hawreliak, J. (2024). Meaning in motion: A kinesemiotic approach to videogame analysis in Street Fighter V. Punctum International Journal of Semiotics, 10(1), 117–139. https://doi.org/10.18680/hss.2024.0007
Moreno-almeida, C. (2021). Memes as snapshots of participation: The role of digital amateur activists in authoritarian regimes. New Media & Society, 23, 1545–1566. https://doi.org/10.1177/1461444820912722
Muriel, D., & Crawford, G. (2020). Video Games and Agency in Contemporary Society. Games and Culture, 15(2), 138–157. https://doi.org/10.1177/1555412017750448
Norris, S. (2004). Analyzing multimodal interaction: A methodological framework. Routledge.
Obreja, Dragoș M. (2023). Video Games as Social Institutions. Games and Culture, 19(7), 831–850. https://doi.org/10.1177/15554120231177479
Pranata, R., & Riyanta, S. (2016). Digital Activism in The Echo of # Kaburajadulu on Social Media. Interdisciplinary Social Studies, 4(4), 656–670. https://doi.org/10.55324/iss.v4i4.928
Re, D., Kusnir, F., & Landau, A. N. (2026). Attentional sampling resolves competition along the visual hierarchy. Trends in Cognitive Sciences, 30(2), 136–148. https://doi.org/10.1016/j.tics.2025.06.004
Schneider, F. (2021). COVID-19 nationalism and the visual construction of sovereignty during China’s coronavirus crisis. China Information, 35(3), 301–324. https://doi.org/10.1177/0920203X211034692
Setiawati, E., Purba, R., Suwondo, T., Judijanto, L., Kencanawati, D., Herman, H., Fatmawati, E., & Saputra, N. (2024). An investigation on discourse structure of video games tutorials: A case in multimodal discourse analysis. Research Journal in Advanced Humanities, 5(3), 1–12. https://doi.org/10.58256/c4h2qk76
Shliakhovchuk, E. (2024). Video Games as Awareness Raisers, Attitude Changers, and Agents of Social Change. International Journal of Computer Games Technology, 2024. https://doi.org/10.1155/2024/3274715
Singh, A. (2025). Introducing Roblox Cube: Our Core Generative AI System for 3D and 4D. Roblox. https://corp.roblox.com/newsroom/2025/03/introducing-roblox-cube
Spurava, G., Varsaluoma, J., & Väänänen, K. (2025). Challenges to Meaningful Youth E-Participation in Political Decision-Making in Finland. Interacting with Computers, 37(4), 210–220. https://doi.org/10.1093/iwc/iwae028
Sultan, M. A. (2023). Social Media Activism and its Impact on Political Participation : A Double-Edged Sword. Social Science Review Archives, 01(02), 58–66.
Szebeni, Z., Hartikainen, I., Schmalenberger, S., & Cole, M. (2025). Banana Populism : Exploring the Emotionally Engaging , Authentic , and Memeable Rhetoric of Populist Visual Communication. Social Media + Society, 11(1), 1–11. https://doi.org/10.1177/20563051251313847
Tsouparopoulou, E., Symeonaki, M., Parsanoglou, D., & Kazani, A. (2025). European Youth and Digital Engagement: Attitudes, Skills, and Civic Participation. Journal of Applied Youth Studies, 8(2), 219–247. https://doi.org/10.1007/s43151-025-00168-z
Ulati, N. M. S., Pratama, A. D. Y., & Umiyati, M. (2022). Multimodal Critical Discourse Analysis on the advertisement of Colgate. KnE Social Sciences, 2022, 259–266. https://doi.org/10.18502/kss.v7i10.11294
Uwen, G. O., Akpanika, E. N., Onah, G. A., Ekpenyong, U. E., Adie, H. I., Etta, B. B., & Aboh, R. (2024). You are Under Arrest : Language Use for Social Power Construction in Institutional Discourse. Forum for Linguistic Studies, 06(03), 467–483. https://doi.org/10.30564/fls.v6i3.6610
Wildfeuer, J., & Stamenković, D. (2022). The discourse structure of video games: A multimodal discourse semantics approach to game tutorials. Language and Communication, 82, 28–51. https://doi.org/10.1016/j.langcom.2021.11.005
Wu, Y. H., & Martin, P. (2024). The narrativization of ludic elements in videogame fan fi ction. Convergence, 30(2), 823–840. https://doi.org/10.1177/13548565231208925
Published
2026-07-03
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