This project was made possible through the collaboration of LWP funded by USAID. The purpose is twofold: a proposition of a successful advertisement that can be used in a media campaign to highlight the importance of water conservation awareness, as well as suggesting the best medium to carry out such a campaign. The deliverables of the report are the following: creation of two advertisements, and three messages, along with empirical evidence to further understand which advertisement, message and medium are the most effective in addressing the issue investigated. In Lebanon, according to the ...

In this study, the role Lebanese television stations generally play in influencing the public opinion by using their promotion department as a tool to inject certain fears and concerns to the public, in favor of their agendas, is to be explored. This paper will specifically study the promos that Future Television produced in 2006, for the first memorial of late prime minister Rafik Hariri, asking the people to participate in a huge gathering; a shout out then against the Syrian regime and all its Lebanese supporters. Such promos and television spots are deliberately produced to influence the ...

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 ...

With a shift in the Lebanese music industry with an emphasis on the physical appearance of the artists, the body perceptions and satisfactions of a Lebanese audience are affected by the way the media portray artists in contemporary Lebanese music videos. The past of Arab music was one filled with "art", "enchantment", and "ecstasy"(Hammond, 2005). Female artists or singers were deemed talented for their exceptional vocals and their abilities to grab the audiences' attention. In fact, Racy (2003) expressed how the period of classical Arab music, which lasted between the 50's and 70's, was ...

The 2002 presidential decree on technology integration into Cameroonian schools has been poorly implemented because the decision was not guided by clear vision, policy or implementation plan. The twofold purpose of this research was to investigate the degree of readiness of private secondary schools in the North West Region for technology integration and to make recommendations for effective take-off of the innovation. Descriptive survey design was utilized in three purposively sampled schools to investigate the influence of vision and mission statements, professional development and infrastructure ...

Grade repetition has been a contentious global subject, especially in contemporary times. While the protagonists of the practice espouse its benefits, the opponents claim its attendant demerits, especially psychological ones, far exceeds its merits hence advocate for its total eradication from the school system. Some chief variables like the self-efficacy and the perception of schooling experiences of the grade repeaters seem ignored, in such debate. The purpose of the study was to investigate whether there exists any difference in self-efficacy between grade repeaters and non-repeaters, and ...

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 ...

The research is designed to investigate the impact of the relationship between self-hyper femininity acceptance and objectification perception among female television presenters during primetime in Lebanon along with identifying the perception of viewers towards these (primetime) female presenters. The research will help in identifying if there is a significant relationship between the two variables; (i) self-hyper femininity and self-objectification; Lebanese primetime TV presenters and the objectified perception of audience. This study started with a literature review that is based on the ...

With the rise of the digital age, the number of advertisements on digital platforms keeps growing. Consumers are now more active when searching for information to gratify their needs and increase their knowledge on the medium. This makes it challenging for advertisers and marketers to always stay up to date and create new tactics to grab consumers’ attention. Competition is now stronger than ever, thus the need is to think beyond the propositions of their products and services to provide a unique value to potential consumers. Recently, there has been a significant rise in the use of online videos ...