“U l-kotra qamet f’daqqa” : a qualitative analysis of the visual signifiers of Maltese cultural identity

Abstract

This dissertation qualitatively analyses perception of the graphic identity of the Maltese, as communicated via visual signifier such as icons and symbols. It looks at how images conventionally associated with Malta and Maltese identity communicate that identity via sign vehicles such as colour, form, and placement, providing a deeper insight into well-established Maltese. A triadic methodology, comprising focus groups, in-depth interviews, and semiotic analysis is adopted to investigate this. It was found that the Maltese flag was perceived as the strongest representation of Maltese identity, along with the Maltese cross, the Valletta skyline, the eye of the Luzzu, and the Cisk logo. It was found that the main signifiers of Maltese cultural identity were the use of bright, warm colours and a cluttered general design, signifying the Maltese qualities of friendliness, loudness, warmth, passion, and over-the-top way of doing things. The research also indicated certain signifiers (such as the Maltese flag) are equally representative of cultural identity to both locals and foreigners, and others which convey Maltese identity solely to the Maltese.