This research studies the budget shift from traditional media to social media in advertising campaigns in Lebanon. The objective of this thesis is to highlight the impact of social media on its target audience and compare it to the traditional media’s effect while taking into consideration percentage of reach, cost and interaction. In addition, the literature review covered four studies created by different researchers, (1) the new recipe in marketing strategy, (2) “Happies” campaign on social media, (3) social media marketing: the evaluation study in the wellness industry, and (4) social media ...

This thesis argues that reading Edgar Allan Poe’s “Eureka” (1848) in light of Friedrich Nietzsche’s Dionysian philosophy can reveal Poe’s shared worldview and his contribution to the postmodern age and to post-structuralist concepts of truth, genre and beauty. Each of these concepts will be examined in “Eureka” to reveal the relevance of Poe’s philosophy to ways of thinking later popularized by Nietzsche, Jacques Derrida, and Richard Rorty. A careful examination of major ideas discussed in “Eureka,” such as the mutability of truths, the opposition between philosophy and poetry, and the unity ...

The Agenda 2030 is the global cause of the era that created a commitment towards achieving the 17 sustainable goals through international partnerships at the private and public sectors levels. In this thesis, the researcher attempts to examine the strategic communication process that UN GCNL is implementing to foster and spread the mission among stakeholders through the scope of the media and a hybrid approach. Reflecting on the campaigns, programs and activities as well as their impact on building the public agenda, strengthening trust, loyalty and reputation under the lens of the framing and ...

Lifelong learning is the process of assessing and recognizing one’s educational needs, with an intrinsically-driven purpose of continuously satisfying these needs, using proper tools. The process is deemed as crucial to medical education, by high medical authorities. Mobile learning, in medical education, offers a wide spectrum of benefits to students, educators, and the learning process in general, including the enhancement of lifelong learning and problem-based learning skills. In Lebanon, little research has been done on mobile learning in undergraduate medical education, with no existing ...

The surge in number of facebook users over the last years has been propelled by their needs for social integration, self-expression, and information seeking. This paper explored the motivations for using Facebook, and the gratifications Lebanese users derive from those uses. Moreover, this study examined the frequency of facebook participation of the Lebanese user. A literature review was done on the scholarly research covering the areas of social networking sites, new media and uses and gratifications theory. The theoretical framework was used to determine what are the motivations for Facebook ...

Facebook profiles of the departed who were once active Facebook users are today being used as virtual space by family and friends to express their grief, connect with the deceased and engage in active memorials. The aim of this thesis is to explore how social network sites (SNS) such as Facebook are being used as a platform for grieving practices in Lebanon. It reveals through research how the Lebanese death rituals are being translated into the virtual world. It also discovers virtual bereavement behaviour and its effects on the stages of grief through the lens of Bowlby’s Attachment Theory. ...

Language is the tool used for communication in different fields specifically politics and has provided humans with a wide variety of words to use in their daily lives. Although dictionaries, agreements, declarations, conventions, and organizations give objective definitions, that is. meaning of' every word. Every word has more than a meaning fai it has different connotations resulting from various accumulated experiences, intentions, linguistic factors and non-linguistic factors. Thus, meanings of words reflect different points of view. The focus of this thesis is to deal with how the Lebanese ...