In recent years, the food and beverage industry in Lebanon has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts, especially fast food companies. The Lebanese society has witnessed an increase in overweight children and diabetic ones. This increase is due to several factors related to the types of food marketed to this category of people: - Food captures 12.5% of Lebanese consumer spending and so there is vigorous competition within this industry - Food is a repeat-purchase ...
This study tackles the impact of self portrayal on Instagram on body image and self-esteem. Social media platforms have now become extremely diversified, having both positive and negative effects. Framing theory and hyper reality were used to help explain how social media platforms have made reality so hard to achieve by framing what they want to highlight and keeping a lot in the darkness. The quantitative research methodology was used because it is objective, and relies on concrete numbers which helps remove bias from the research. Results showed that the hypotheses stated weren’t completely ...
In this study, the researcher evaluated whether the media could influence the public's perception of individuals, stories, or to and create controversy in some cases in our society; and how the media should act to prevent such issues The research methodology used in this study to analyze the effect of media on individuals is comprised of both qualitative and quantitative methods. These methods are used to understand how individuals perceive different complexions and media coverage in court trials. Since vital factors are provided by both qualitative as well as quantitative market research, it ...
Globalization and the recent technological advancements, such as smart phones, internet usage, social media and more, are contributing to the idea that our world is getting smaller by the minute. Different societies from all over the world are beginning to intertwine and as a result exposure to new cultures has become easier than ever through the use of different technologies, such as the Internet; and such exposure has played a role in a person’s cultural intelligence.
Cultural Intelligence is a relatively new concept that has become increasingly popular within the last decade. Every individual ...
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 ...
Scholars have been increasingly concerned with portrayals of terrorism in mainstream and alternative media outlets. Although terrorism had previously received some scholarly attention, the political and policy ramifications of September 11 and subsequent terrorist threats or attacks on the European Union, the United States and the Middle East have prompted an even more immediate and voluminous response from scholars. Communication researchers have since focused on public response and reaction to terrorist attacks, definitions of terrorism, policy questions, media portrayals of terrorism, and ...
Using framing theory, this study will examine how the United States (U.S.) government uses film as propaganda to justify its successful encroachment of Iraq and Afghanistan. After the U.S.’s failure to achieve its goals in Iraq and Afghanistan, it has been using the film medium to frame the images of the U.S. soldiers and represent them as patriotic and sacrificial, while distorting the image of both Iraqis and Afghanis. The propaganda film has always been used as a tool for mass manipulation by many nations, among them the U.S.. The films American Sniper, The Hurt Locker and Lone Survivor portray ...
“We lived on farms, then we lived in cities, and now were going to live on the internet!” This quote is taken from the Academy Award-winning film The Social Network (Imbd.com, 2010) and can be viewed as a representation of the current trends of our modern society. The rise of Internet usage and new technology is causing the world to move towards digital media which has led to the development and facilitation of blogs. Although the history of blogs is short, they have evolved into a valid and popular medium encouraging debates and allowing individuals to share their interests, provide suggestions, ...
Brands today have become experience centric where they focus on providing positive memorable journeys with their consumers to allow them to feel anything positive toward the brand, resulting in an emotional engagement. Consumers are also looking for the intangible value they find in brands and not just the tangible product. Their purchasing decision and choice are based on relating to the brand values and personality rather than just needing or wanting the product. With that said, brands need to add value to consumers through perception and brand image. With the focus on Instagram as the visual ...
The Beirut port explosion on the 4th of August opened countless windows and endless stories. Simultaneously, the effects of this tragic incident imposed itself on media channels, whereby everyone knows that media institutions were and still are subject to the authority and controlled by politicians because they are the main financiers. Without financiers the media channels will collapse, so the viewer falls under the influence of “rating” or what is known as raising viewership, and whatever the circumstances of the event.
This research will address the causes and methods of covering ...
The effects of e-games on children’s communications skills or social interactions as seen by their mothers has been rarely researched and investigated due to the novelty of the subject. Violence in games was the leader in research over the last few decades, until the invention of touchscreens. Many theories were discussed in order to describe the relationship between children and touchscreens (the Social Learning Theory, the Catharsis Theory, and the Cultivation theory). According to previous research and relevant theories, two research questions were raised. The first question sheds the light ...
In the mis nineties, the Lebanese television went through a critical transitional phase as Lebanon was moving towards peace folowing 15 years of civil war. In this stage, an Audio Visual Media Law was introduced to regulate the ownership and opertion of the militia owned de facto radio and television stations. This law was the first of its kind in Lebanon and the Middle East. To cope with the country's media scene, the Lebanese television stations had to restructure themselves on the corporate level, reposition their status, and rethink their programming policies. This mission was accomplished ...
Traditional media are a one-way conversation addressed by a company to consumers or to the public, whereas Social Media allow a real, balanced and unconstrained two-way conversation between the company and the world. This is why it is of no surprise that some believe that using social media in the marketing strategy can be somehow frightening. This is also why marketers, especially in Lebanon are still reluctant to use social media as part of their marketing mix. The purpose of this thesis is to examine how companies in Lebanon use social media as a marketing and branding tool in consumer ...
The thesis examines the visual and connotative representations of men in Lebanese print advertising. Historically, studies on female stereotypes in advertising and media have been conducted from every possible angle, but even after extensive research, I have found very few studies on male stereotyping in the same field. The reason behind that lies, I think, in the fact female stereotyping is more controversial and demeaning to women, while male stereotyping seems to be flattering and favorable to men. Controversy sells, and controversial subjects get a lot more attention than non-controversial ...
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 ...
The impact of the thin ideal body of a woman as is presented in media has been constantly investigated in the literature of the female body image. This study has explored the potential effects of television's body image on the perception of Lebanese females between 20 and 30 years old. By using the social comparison theory as a mechanism, this study has investigated the relationship between television exposure, automatic self-comparison, body dissatisfaction, and mood disturbance. A sample of 145 Lebanese female filled out an online questionnaire and report the number of hours they spent watching ...
The relationship between religion and politics is critical, particularly in a multi-confessional country like Lebanon. Against this backdrop, this study explores the impact of religious speeches and news reports broadcasted by a number of Lebanese TV stations to decode the specific propagated message via these news texts. In other words, in order for Lebanon to progress and mature politically, it is necessary that there be a clear distinction between religion and politics. But given the nature and history of Lebanon, this distinction should not amount to total separation. A healthy distinction ...
Social networking sites have opened the doors of communication allowing people from around the world to engage and to interact with each other. As one of the most outstanding social networking communities, Facebook boasts over 1 billion active users, visiting the platform several times a day. The purpose of this study is to examine whether Lebanese students pay attention to the ads displayed on Facebook and what kind of attitudes they have toward Facebook ads. A thorough revision of relevant literature in the fields of online advertising, Facebook advertising attention, media elements, and online ...
The concept of dieting and staying fit has become a worldwide phenomenon affecting not only women in the first world countries but also in Middle Eastern countries such as Lebanon. Women in Lebanon are striving to maintain the ‘ideal’ weight and diet product companies have promoted the concept of staying thin and have linked it to being physically attractive. The purpose of this research is to show how diet product ads and specifically the case of Nestle Fitness Corn Flakes campaign displayed on television in Lebanon, has had different effects on women aged between 25 and 35 years. The research ...
This presentation showcases the journey that I embarked into within the media world.
It is based on creating an overview of TV distribution history and analyzing changes in
distribution to identify patterns throughout the years. This work was done by studying
major formats in TV production as well as local and international production, TV
shows, home-viewing and audience, and digital distribution.
Every method of distribution and production affected shifts in audience expectations
and changes in content, and every production was executed differently in each country.
Based on academic ...