Abstract This article examines brand storytelling and utilizes a qualitative analysis of two advertising campaigns. This article endeavors to research this content as a means of inspiring positive change, challenging stereotypes, and promoting gender equality. The research focuses on two distinct advertising campaigns, which are Allianz Classics (2015) for Allianz …

Abstract This study traces feminist markers by analyzing expressions of feminism in popular Arab songs across various media through the feminist and social role theoretical frameworks. The applied portion of the study is limited to YouTube. For the methodological framework, the study adopts a mixed approach. This is established through …

Abstract This study examines the representation of Arab women in cyber literary works by employing the cyberfeminism criticism perspective. The cyber world in literary works provides capacity for public dialogue while also playing a role in constructing the identity and self-image of women who engage with this content. This study …

Abstract This paper examines the impact of social media in developing Arab women’s interest in sports. A survey questionnaire based on the uses and gratification theory was distributed to 411 Arab women from different age groups, education levels, and employment statuses. In analyzing the results to explore the participants’ motivation …

Scroll down for the Arabic abstract. As social networking sites (SNSs) grow in size across the United Arab Emirates, they are increasingly utilized as avenues for social partnership and sustainable development. These networks are also used as a means of creating social cohesion among the country’s residents. This is achieved …

Since 2011, the Kuwaiti telecom company Zain Group, one of the largest in the Middle East, has produced a series of popular ads broadcast annually during Ramadan. The ads are songs, usually featuring celebrities singing and dancing with children. Since 2015, the ads have become noticeably more political. In 2016, …

DMC TV network started broadcasting its long list of television programs and series in Egypt on January 14, establishing itself as a major player in the Arab media landscape. So far, little information has been made available clarifying leadership structure and budget, however based on the quality and diversity of programming, …

In the wake of the Arab uprisings, journalists, activists, and scholars coupled creative with revolution (or dissent, protest, resistance) to describe political graffiti, rap, art, and video. Distinguished institutions, from the Prince Claus Fund of the Netherlands to the Arab American National Museum in Dearborn, Michigan, lend the concept gravitas. …

Anna Rousillion’s feature documentary I Am the People follows Farraj and his family through four tumultuous years in Egyptian history, beginning just before revolution and chronicling their lives in its aftermath. Farraj, the film’s protagonist, is a wiry farmer in the southern province of Luxor, who earns a living tilling …

This essay is part of an ethnographic study of Egyptian film production conducted between August 2013 and September 2015. The study is centered on participant observation within two main film companies, New Century Film Production and Al-Batrik Art Production, in addition to interviews conducted with key actors in the industry …