A Poetic Revival: Multimodal and Intertextual Strategies in the Contemporary Arab Pop Culture, in La rivista di Arablit, Anno XV, numero 30, dicembre 2025, pp. 17-40.

Popular culture encompasses a wide range of artistic and literary works that are characterised by their widespread societal appeal and engagement with contemporary cultural and social trends. It includes various forms of media which are consumed by a large segment of the population. These cultural products often reflect and influence the prevailing attitudes, beliefs, and practices within a society at a given time. In recent years, the Arab world has experienced a revived interest in its classical literary heritage, especially through the lens of contemporary artistic and media prac - tices. Alongside this cultural reawakening, traditional expressive forms are being recontextualised to engage contemporary audiences. One particularly striking aspect of this revival is the integration of classical Arabic poetry into modern communicative frameworks, often employing multimodal strategies that bridge diverse semiotic resources and media. The present paper explores how several contemporary Arab pop culture products – namely, a graphic novel anthology, a film, and a talent show – employ mul - timodal techniques to establish these intertextual dialogues. By examining the revival of traditional poetry within these specific contexts, the study aims to show how the fusion of old and new not only preserves but also redefines cultural heritage, engaging a new generation in the ongoing dialogue between the past and the present.