This research paper explores the concept of celebrity politicians. Three case studies are selected according to the literature’s definition and characterization. They are Lebanese basketballer Fadi El Khatib, Member of Parliament Gebran Bassil, and Prime Minister and deputy Saad El Hariri. Three qualitative methods are adopted to obtain insightful results: discourse analysis of the celebrity politicians’ speeches during Lebanon’s 17 October revolution, focus groups with young adults aged between 21 and 26, as well as four in-depth interviews with two of the celebrity politicians selected as ...

Feminist movements have been getting their voices heard in multiple countries, while NGOs and lobbyists are pressuring governments to legislate laws protecting women from sexual harassment and violent acts. However, multiple brands have decided to neglect the trend by swimming against the stream and keep on dehumanizing women using them as sexual objects and projecting violent images in their ads. Using the cultivation theory along with the social learning theory, this study aims to shed light on the normalization of sexism and violence against women in luxury brands’ ads addressing women and ...

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 ...