Theses and Dissertations: Recent submissions

  • Oueiss, Eva Alfred (Notre Dame University-Louaize, 2021)
    The Agenda 2030 is the global cause of the era that created a commitment towards achieving the 17 sustainable goals through international partnerships at the private and public sectors levels. In this thesis, the researcher attempts to examine the strategic communication process that UN GCNL is implementing to foster and spread the mission among stakeholders through the scope of the media and a hybrid approach. Reflecting on the campaigns, programs and activities as well as their impact on building the public agenda, strengthening trust, loyalty and reputation under the lens of the framing and ...
  • Chehade, Cynthia (Notre Dame University-Louaize, 2021-12)
    Adults aged between 15 and 29 years old usually migrate from rural to urban areas because of the educational gap between their villages and the cites (CDR, 2016). This study examines the portrayal of this phenomenon of migration from urban to rural areas in televised series. It compares the empowerment that Carine Rizkallah, writer and lead woman character in “Albi Dak” series, demonstrated in the series to the lives of women in real life, and whether or not that empowerment portrays reality. In order to direct the thesis statement, this study conducts some research on a few subjects: Cultural ...
  • Barakat, Jad (Notre Dame University-Louaize, 2019)
    The purpose of this study is to prove that social media posts and groups and their usage have a direct effect on men Basketball athletes in Lebanon such as affecting the performance of a player, ruining the image of a player, and bringing to public personal problems and issues so on and so forth. The social media communication will be studied in the perspective of the Uses and Gratification theory in understanding the reasons why people use these platforms. Also, these particular platforms will be investigated in relation to the concept of a Public Sphere theory, since most Lebanese ...
  • Harfouche, Elie (Notre Dame University-Louaize, 2021)
    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 ...
  • Abi Fadel, Patricia (Notre Dame University-Louaize, 2021)
    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 ...
  • Moufarrej, Rachel (Notre Dame University-Louaize, 2021-07)
    Instagram, is considered one of the fastest growing social media platform in recent years.There has been minimal studies on the effect of Instagram in reforming and affecting the beauty standards and lifestyle behavior of the Lebanese female young adults. The standard of beauty is essentially a variable standard of what it means to be attractive that is contingent on the feminine beauty ideals that are present in a given culture. The aim of this thesis is to investigate whether the usage of Instagram by Lebanese young adults affects in reforming their beauty standards and changing ...
  • Hamdan, Ali (Notre Dame University-Louaize, 2021-03)
    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, ...
  • Beaino, Tamara (Notre Dame University-Louaize, 2021)
    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 ...
  • Salame, Nour (Notre Dame University-Louaize, 2021)
    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 ...
  • Moundalak, Roland (Notre Dame University-Louaize, 2021)
    For over 4 years (2017-2021), new content was constantly being added to this research, for a long-term observation of events, such as the rise and fall of Lebanese figures: after this paper’s interviews, two of the interviewees witnessed their superiors being convicted (Khalil Sehnaoui from Krypton Security, and Suzanne Hajj Hobeiche from the Internal Security Forces). The authoritarian theory was judged as most appropriate to convey the necessity of a technology that would allow private communication among citizens of oppressive regimes: most dangerously, however, is when journalists do not ...
  • Mehanna, Samir (Notre Dame University-Louaize, 2021)
    The purpose of this study is to understand how social media affected the Lebanese revolution known as the October 17 revolution. The study explored mainly how and why people used social media platforms mainly Facebook, Instagram and Twitter, and it investigated whether or not social media had an influence over decision making during the revolution. The data gathering process was possible through a survey that was filled by 463 Lebanese from all over Lebanon, who are social media users. Also, five interviews have been conducted with public figures, journalists and activists to understand deeper ...
  • Khawand, Nicole (Notre Dame University-Louaize, 2020)
    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 ...
  • Hakim, Marianne (Notre Dame University-Louaize, 2018)
    This research aims to gain understanding of the health behavior of individuals affected with a genetic disease, Friedreich Ataxia in Lebanon and comprehend the consequences of the lack of awareness and circulation of information about FA on those individuals in comparison with international communication efforts through the Health Belief Model theory. The research method used throughout this thesis is qualitative and interviews with sixteen Lebanese participants afflicted with FA aged between 11 to 49 years old were conducted relying on an interview guide that tested seven constructs of the ...
  • Ballout, Sarah (Notre Dame University-Louaize, 2020)
    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, ...
  • Rahme, Zeina (Notre Dame University-Louaize, 2021)
    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 ...
  • Seif, Daniel (Notre Dame University-Louaize, 2020-10)
    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 ...
  • Nasrallah, Ahmad (Notre Dame University-Louaize, 2020)
    Throughout history, politics has played a major role in exerting its power into other domains, especially sports. In Lebanon, sports has been heavily linked to politics and religion as Lebanon’s history is known for its political and religious conflicts. The purpose of this research is to investigate the influence of politics on Lebanese sports in the two most prominent sports fields, football and basketball, using the Spiral of Silence and the Two- Step theories. The final sample of 295 participants filled a questionnaire that targeted their fandom and attitudes towards political intervention ...
  • Haddad, Pierrot (Notre Dame University-Louaize, 2017)
    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 ...
  • Khalife, Lea (2018)
    Shopping through Instagram has recently become a trend in the Lebanese market lately with hundreds of Instagram pages dedicated to selling goods and having them delivered to consumers' addresses. The purpose of this study is to analyze this new trend and find out if it is taking over the traditional online shopping through regular retail websites. One of the objectives of this thesis is to fill the gap of previous literature that did not provide an in depth investigation of the Instagram shopping trend in Lebanon. The theories that will frame the study are the shopping preference theory, which ...
  • Al Mokdad, Dalia (Notre Dame University-Louaize, 2019)
    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 ...

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