An Approach to Cinematic Discourse The Film "Goat's Life" as a Model A Study Based on Audience Rhetoric Theory

Abstract

The film Hayat Al-Ma’az (The Life of the Goat)، a (Hindi/American) production، presents two parallel discourses. The first depicts the victimization of the protagonist، Najib، who suffers hardships during his work in Saudi Arabia. Audience reactions overwhelmingly sympathized with this narrative، aligning with its portrayal of systemic injustice. However، these responses overlooked exceptions that might absolve Saudi Arabia of full responsibility، focusing instead on generalized accusations targeting the Kingdom and its people. This adversarial tone was amplified through social media and electronic platforms، which framed Najib's experience as representative of all foreign workers in Saudi Arabia. Consequently، audience responses were often shallow، biased، and failed to distinguish between cinematic fiction and reality.The second discourse، more subtle but equally significant، carried a racist undertone against Arabs، represented by the sponsor (Kafeel). Arabs were dehumanized، stripped of virtues، and depicted as savages. Yet، audience responses to this hidden discourse were weak، lacking critical engagement or rejection، and failing to unpack the film's overarching message. Both discourses reveal the audience’s tendency toward emotional، uncritical responses، often driven by political or ideological biases . This highlights a gap in the Arab audience's ability to analyze cinematic discourse and uncover hidden agendas، as seen in Hayat Al-Ma’az.