Content-Based Analysis of Bumper Stickers in Jordan

Abdullah A. Jaradat


This study has set out to investigate bumper stickers in Jordan focusing mainly on the themes of the stickers. The study hypothesized that bumper stickers in Jordan reflect a wide range of topics including social, economic, and political. Due to being the first study of this phenomenon, the study has adopted content-based analysis to determine the basic topics. The study has found that the purpose of most bumper sticker is fun and humor; most of them are not serious and do not carry any biting messages. They do not present any criticism to the most dominant problems at the level of society including racism, nepotism, anti-feminism, inflation, high taxes, and refugees. Another finding is that politics is still a taboo; no political bumper stickers were found in Jordan. Finally, the themes the stickers targeted are: lessons of life 28.85 %; challenging or warning other drivers 16%; funny notes about social issues 12%; religious sayings 8%; treating the car as a female 7%; the low economic status of the driver 6%; love and treachery 5.5%; the prestigious status of the car 5%; envy 4%; nicknames for the car or the driver 4%; irony 3 %; and English sayings 1.5 %.

Keywords: bumper stickers, themes, politics

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