Using Gender Framing and Queer theories, an inductive and qualitative research method; this study looks into the evolution of sexual contents in Lebanese cinema especially in the post-war era, tackling the causes behind this shift resulting in screening of liberalistic rather than conservative contents. It focuses on the history of Lebanese cinema and how the thematic representations changed in time depending on historical, political and economic factors. Focus was on the themes treated in films and on the occurrence of sexual scenes. Results showed that War by itself was a transitional phase ...

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. ...

This thesis examined the influence of ‘goodvertising’ campaigns on Lebanese students’ attitudes towards a social issue, specifically women’s empowerment. Goodvertising is a relatively new advertising approach that many brands across the world have started using in their marketing strategies. Studying its influence on individuals can aid in understanding its effectiveness. Although many studies (Amos, Holmes, & Strutton, 2008; Buizjen & Valkenburg, 2003; Deighton, Henderson, & Neslin, 1994; Edquist, Horberry, Hosking, & Johnston, 2011) have been done on the effectiveness of traditional advertisements, ...

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 ...

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 ...

This study explores the representation of women in Nadine Labaki’s films: Caramel (2007), Where Do We Go Now (2011), and Capernaum (2018). It examines the three films via Laura Mulvey’s theory of the male gaze and analyzes the position that the female occupies in the narrative structure and their treatment within the cinematic discourse. This thesis aims at proving that although Nadine Labaki is often referred to by critics as a feminist filmmaker dealing with women’s issues, obsessions, concerns, and difficulties, as they face patriarchal society, her image, form, narration, and ...

With globalization governing the world, increasing competition beyond borders, companies have seen their market share shrink and their profits disappear. This phenomenon gave rise to the e-commerce, a key platform to streamline globalization. However, some parts of the world were still shy in adopting e-commerce for their daily transactions, particularly the Middle East region. It wasn’t until the surge the COVID-19 pandemic, that e-commerce made its way to every corner of the globe and became part of the daily lives of the citizens of the world, including the Middle East. The question that we ...

Many studies have been conducted on social media’s role and especially the role of Instagram in increasing sales and in yielding positive results for luxury brands, but none of these studies was conducted on Lebanese women. Using the framing theory and the perception theory, this paper explores how important is the presence of luxury brands on Instagram for Lebanese females aged between 15 and 35. A survey was distributed to a sample of 335 females aged between 15 and 35 using different variables to measure how these females perceive data and different content from luxury brands on Instagram. An ...

The purpose of this study is to understand how cartoons affect children and to what extent is this effect detectable. The study explored mainly violent and aggressive behavior related to cartoons, the messages transmitted as well as the extent to which children imitate what they see. The data gathering process was possible through a survey that was filled by 222 mothers from all over Lebanon, having children aged between 3 and 10. Also, three focus groups, each consisting of 8 mothers, were conducted in order to get more accurate data and further insight. The results validated the hypothesis ...

Beirut is a collage of urban styles due to the influence of Memluki, Ottoman, and the French mandate on its urban development. Beirut Digital District (BDD) is a unique cluster of innovation and entrepreneurship dedicated to creating a hub for the digital and creative community in Lebanon. The purpose of this study is to unravel the identity of BDD through a detailed reading and analysis of its multi-layered built environment. Flânerie and military urbanism theories are used to investigate the urban dress of BDD. Using the qualitative research method, in-depth interviews with 27 authors, ...