Social media has played a key role in the rise of extremism. Extremists took advantage of these open and free platforms to promote their propaganda. At the same time, this was an opportunity for governments, religious institutions and civil society to create counter extremism narrative. Based on the framing theory, this study examines the way in which Sawab, Al-Azhar Observatory, and Taadudiya Facebook pages present their narratives, with the aim of developing characteristics for each of the narratives. This study adopts a quantitative research methodology through the content analysis of ...

This thesis examines consumer attitudes and behaviors towards in-app advertising considering the pillar parameters of digital in-app advertising campaigns, namely targeting and frequency. The thesis suggests how these parameters should be strategically dosed for higher advertising campaign success with higher ad click-through rates (CTR) and higher consumer conversions on advertisers’ e-commerce websites. The research method of the study was quantitative with a survey as the main research instrument. The user survey (online from February 2019 till March 2019) was targeted at Lebanese mobile ...

The aim of this thesis is to better understand the history of fake news and its evolution from the old times, starting with the storytelling technique, until today, with the social media and the internet. In order to clarify the idea of fake news and its impact on the audience, a sketch was picked from the Lebanese satire program, previously aired on LBCI, Bassmat watan, in order to study it. The case study was revolving around the sketch of Oussama Bin Laden in the mentioned program and the perception of the audience through the message that is transmitted by the media. The study aimed to ...

In markets that are saturated with competition and rivals, a lot of thought has been brought into introducing the concept of a mascot, which is a cartoon character that reflects a brand or a characteristic of a certain brand. Many mascots have proven to be a powerful marketing tool and have grown brands into becoming more popular. In the Lebanese market, mascots’ presence alongside brands is growing too slowly incorporate most major local and international brands. This comes to question the impact of the use of such marketing tools in affecting the Lebanese market branding strategies. This study ...

The objective of this study was to examine the influence of cyberbullying on various coping mechanisms such as drug abuse and depression among a sample of 251 Lebanese students, aged 17 to 31, and are enrolled in universities across the country. Using a quantitative method and guided by the transactional model for stress and coping theory, a link to a survey was electronically sent to the respondents through different social media platforms. Results show that some respondents are aware of the consequences behind cyberbullying, specifically the extreme ones (such as alcohol or drug addiction as ...

Online dating services replaced traditional matchmaking tools. The internet gave individuals the opportunity to be their own matchmakers and experience new online identities leaving room for different methods in the presentation of self. There are many studies done on the topic of online dating services however, none of them has discussed it in terms of identity, framing and its role in Lebanon. Using the uses and gratification and the framing theories this thesis examined how Lebanese adults frame themselves on online dating websites and applications and the gratifications they get from their ...

My research examines the learners’ attitudes towards the validity, accountability, and fairness of the official examinations and the extent to which they influence the quality of learning in public schools in Lebanon. I chose learners of Grades 9 and 12 Humanities and Life Sciences Sections who were sitting the official examinations during 2015-2016 and 2016-2017 in a public high school in West Bekaa. They were 122 participants and data were collected from the learners through essay writing, open-ended-question survey, Diamond Ranking from Akar (2009), and open discussions. I also compared the ...

While some film theorists are talking about a presumed death of cinema, others discuss a second golden age for TV. The current study proposes an argument that contemporary television series (as a product of post-modernism) are benefiting from cinema's previous achievements in order to upgrade their quality. To illustrate this idea, selected scenes and episodes from some narrative quality TV series are textually analyzed and compared to film theories of the three main film traditions in cinema's history (classical, modern, and post-modern). The genres of these shows follow the formulaic distinctions ...