Résumé:
This study explores the extent to which airline safety videos reflect national cultural values
through the lens of Hofstede’s cultural dimensions. Using a qualitative, semiotic, cross-cultural
analysis, 12 videos from Asian, Western, and Middle Eastern airlines were examined. The
findings reveal that while cultural identity is embedded in all videos, its representation varies.
Western airlines generally align with their national cultural profiles, primarily using linguistic
and behavioral cues. Asian carriers emphasize visual and symbolic elements, each reflecting a
dominant cultural dimension such as power distance or long-term orientation. Middle Eastern
airlines, particularly Qatar Airways and Emirates, strategically deviate from their cultural scores,
blending traditional and globalized imagery to project a cosmopolitan brand. These deviations
appear to be deliberate branding choices rather than indicators of cultural change. The study
highlights how airline safety videos function as tools of cultural communication and global
positioning. While the limited sample size restricts broad generalizations, the research offers
practical implications for Algerian airlines and contributes to ongoing discussions in cultural
studies, semiotics, and international marketing. Future research could benefit from expanded
sampling and the integration of alternative cultural frameworks for deeper analysis.
