Modalization strategies and axiological values in sports discourse: an analysis of a media dossier
Authors: Zahidi Ismail 
Published: February 2025

PurposeThis study aims to explore how axiological values are integrated into sports journalism discourse by analyzing the dossier titled “Walid Regragui Sir! Siir! Siiiiiiiiir!” published by the Moroccan francophone magazine Maroc Hebdo. The objective is to understand how linguistic modalization contributes to the narrative construction of the Moroccan national football team's successes during the 2022 World Cup in Qatar.Design/methodology/approachThe study employs Olga Galatanu's framework of modalization to identify linguistic modalities within the analyzed dossier. The analysis focuses on how these modalities influence readers' perceptions and shape their views of the reported events. The methodology is based on a qualitative analysis of modal expressions, associating them with specific modal forms and values to uncover the underlying discursive strategies.FindingsThe findings reveal a significant interaction between the factual and axiological aspects of the discourse. There is a marked tendency to valorize the Moroccan team's sporting achievements, evidenced by the strategic use of modalization to influence readers' perceptions and emotions. This interaction enhances the importance of these achievements while contributing to the formation of favorable public opinion.Research limitations/implicationsThe study is limited by its focus on a single journalistic dossier and a specific theoretical framework. Additionally, the analysis is centered on a particular cultural context, which may restrict the generalizability of the results to other contexts or types of journalistic discourse. However, these limitations also provide opportunities for future research, particularly by extending the analysis to other corpora or exploring different theoretical frameworks.Practical implicationsThe research findings offer practical tools for journalism professionals and media analysts. By better understanding how modalization strategies can influence perceptions, editors and writers can reflect on the ethics and consequences of their discursive choices. This study can also inform journalism training, highlighting the importance of linguistic choices in constructing media narratives.Social implicationsThis study highlights the influence of modalization strategies on the formation of public opinion, particularly in the context of national sporting achievements. By revealing the discursive mechanisms that can manipulate collective perceptions, it underscores the media's responsibility in representing events. This may provoke broader discussions on the media's role in society and its impact on the construction of cultural values and identities.Originality/valueThis research stands out for its application of the modalization framework to the field of sports journalism, a relatively underexplored area. By focusing on a specific corpus and using a detailed analytical approach, the study makes an original contribution to understanding axiological dynamics in media narratives. The originality also lies in combining precise linguistic analysis with considerations of the societal impact of media.