This article examines brand storytelling and utilizes a qualitative analysis of two advertising c... more 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 Deutschland in Germany and Badya Stories (2022) for Badya Palm Hills in Egypt. These two advertising campaigns exemplify on how brand storytelling in advertising can challenge stereotypes and traditional gender roles. The Allianz Classics campaign effectively challenged conventional gender roles in professions associated with healthcare, law enforcement, and managerial positions, as well as in traditional household responsibilities. The storytelling in the Badya Stories campaign challenged gender roles in professional work environments and athletics. However, the campaign neglected other aspects of daily life and social situations, which may unintentionally perpetuate traditional stereotypes. Findings highlight the potential for brands to utilize storytelling as a tool to challenge conventional gender roles and promote gender equality.
This article questions how Arab refugees and asylum seekers were framed in global news, represent... more This article questions how Arab refugees and asylum seekers were framed in global news, represented by the online international edition of one leading news network, namely CNN. Based on framing theory, this article presents the results of a quantitative content analysis that assessed which news frames were existent in the news coverage of the Arab refugee crisis. The sample of this study consisted of the news articles published by CNN online during January 2016. This month was chosen because it witnessed a series of negative events involving Arab refugees and asylum seekers in their countries of resettlement, such as the Cologne sex attacks and Istanbul suicide bombing.
This study aims to investigate the role of celebrity endorsement on social networks, represented ... more This study aims to investigate the role of celebrity endorsement on social networks, represented by Instagram, in forming brand attitudes among Egyptian youth. This aim was achieved through two studies, the first of which is a content analysis of posts by Egyptian celebrities on Instagram, where the second is a survey study on a sample of Egyptian youth who follow celebrities on Instagram. Based on survey methodology, the researcher used a coding sheet for content analysis and an online questionnaire for data collection.
Master's Thesis, The American University in Cairo, 2016
This study examines the framing of Arab refugees and asylum seekers in the global news, represent... more This study examines the framing of Arab refugees and asylum seekers in the global news, represented by the news stories published on the online edition of CNN. Based on the framing theory, the quantitative content analysis found the attribution of responsibility frame to be the most salient and frequent frame in the coverage of Arab refugees and asylum seekers. The responsibility frame ascribing the Arab refugee crisis or its resolution to different actors and groups surpassed the other four news frames— human interest, conflict, economic consequences, and morality; although the five frames were existent in coverage. The lone hypothesis of the study expecting thematic frames to be more common than episodic frames was found supported. That is, the news coverage of Arab refugees tended to be thematic, as it covered the issue in the broader context, whereas episodic frames that focus on individual accounts and personal stories were less frequent. Security terms that describe Arab refugees as potential threats were found more often than the humanitarian terms that frame them as victims. The study pinpointed the lack of photos and voices of Arab refugees in the news coverage, as 90% of the relevant news articles did not include their quotes, whilst around two-thirds of the news stories did not include any of their images. The featured quotes tend to frame Arab refugees negatively, whereas the embedded photos presented more positive frames, however, the overall framing of Arab refugees and asylum seekers in CNN news stories tended to be generally balanced.
How does the media on both sides of the Mediterranean report on migration?, 2017
A Chapter of the Study “How does the media on both sides of the Mediterranean report on migration... more A Chapter of the Study “How does the media on both sides of the Mediterranean report on migration?” carried out and prepared by the Ethical Journalism Network and commissioned in the framework of EUROMED Migration IV – a project, financed by the European Union and implemented by ICMPD.
This article reviews the most recent academic scholarship and professional literature pertinent t... more This article reviews the most recent academic scholarship and professional literature pertinent to fake news, in order to provide a better understanding of its challenge in the digital era. In so doing, the article outlines fake news phenomenon, its political and financial motives, its impacts on quality journalism, as well as the controversy surrounding its effects, particularly with regard to social media, drawing examples from Germany, the United States, and Egypt, and discussing possible practices to counter the digital challenge of fake news.
This article examines the role of social media in crisis management of natural disasters as it ap... more This article examines the role of social media in crisis management of natural disasters as it applies to both governments and individual citizens. It aims to determine whether social media applications can reframe the management of natural disasters and offer added value in comparison to traditional media. If so, how, and what, are its limitations? In so doing, this article outlines the strengths and opportunities of social media crisis interaction and weighs them against the weaknesses and potential threats of its use, in order to come out with recommendations on best practices for Arab citizens, governments, and organizations regarding the possible uses of social media in managing natural disasters.
This article examines brand storytelling and utilizes a qualitative analysis of two advertising c... more 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 Deutschland in Germany and Badya Stories (2022) for Badya Palm Hills in Egypt. These two advertising campaigns exemplify on how brand storytelling in advertising can challenge stereotypes and traditional gender roles. The Allianz Classics campaign effectively challenged conventional gender roles in professions associated with healthcare, law enforcement, and managerial positions, as well as in traditional household responsibilities. The storytelling in the Badya Stories campaign challenged gender roles in professional work environments and athletics. However, the campaign neglected other aspects of daily life and social situations, which may unintentionally perpetuate traditional stereotypes. Findings highlight the potential for brands to utilize storytelling as a tool to challenge conventional gender roles and promote gender equality.
This article questions how Arab refugees and asylum seekers were framed in global news, represent... more This article questions how Arab refugees and asylum seekers were framed in global news, represented by the online international edition of one leading news network, namely CNN. Based on framing theory, this article presents the results of a quantitative content analysis that assessed which news frames were existent in the news coverage of the Arab refugee crisis. The sample of this study consisted of the news articles published by CNN online during January 2016. This month was chosen because it witnessed a series of negative events involving Arab refugees and asylum seekers in their countries of resettlement, such as the Cologne sex attacks and Istanbul suicide bombing.
This study aims to investigate the role of celebrity endorsement on social networks, represented ... more This study aims to investigate the role of celebrity endorsement on social networks, represented by Instagram, in forming brand attitudes among Egyptian youth. This aim was achieved through two studies, the first of which is a content analysis of posts by Egyptian celebrities on Instagram, where the second is a survey study on a sample of Egyptian youth who follow celebrities on Instagram. Based on survey methodology, the researcher used a coding sheet for content analysis and an online questionnaire for data collection.
Master's Thesis, The American University in Cairo, 2016
This study examines the framing of Arab refugees and asylum seekers in the global news, represent... more This study examines the framing of Arab refugees and asylum seekers in the global news, represented by the news stories published on the online edition of CNN. Based on the framing theory, the quantitative content analysis found the attribution of responsibility frame to be the most salient and frequent frame in the coverage of Arab refugees and asylum seekers. The responsibility frame ascribing the Arab refugee crisis or its resolution to different actors and groups surpassed the other four news frames— human interest, conflict, economic consequences, and morality; although the five frames were existent in coverage. The lone hypothesis of the study expecting thematic frames to be more common than episodic frames was found supported. That is, the news coverage of Arab refugees tended to be thematic, as it covered the issue in the broader context, whereas episodic frames that focus on individual accounts and personal stories were less frequent. Security terms that describe Arab refugees as potential threats were found more often than the humanitarian terms that frame them as victims. The study pinpointed the lack of photos and voices of Arab refugees in the news coverage, as 90% of the relevant news articles did not include their quotes, whilst around two-thirds of the news stories did not include any of their images. The featured quotes tend to frame Arab refugees negatively, whereas the embedded photos presented more positive frames, however, the overall framing of Arab refugees and asylum seekers in CNN news stories tended to be generally balanced.
How does the media on both sides of the Mediterranean report on migration?, 2017
A Chapter of the Study “How does the media on both sides of the Mediterranean report on migration... more A Chapter of the Study “How does the media on both sides of the Mediterranean report on migration?” carried out and prepared by the Ethical Journalism Network and commissioned in the framework of EUROMED Migration IV – a project, financed by the European Union and implemented by ICMPD.
This article reviews the most recent academic scholarship and professional literature pertinent t... more This article reviews the most recent academic scholarship and professional literature pertinent to fake news, in order to provide a better understanding of its challenge in the digital era. In so doing, the article outlines fake news phenomenon, its political and financial motives, its impacts on quality journalism, as well as the controversy surrounding its effects, particularly with regard to social media, drawing examples from Germany, the United States, and Egypt, and discussing possible practices to counter the digital challenge of fake news.
This article examines the role of social media in crisis management of natural disasters as it ap... more This article examines the role of social media in crisis management of natural disasters as it applies to both governments and individual citizens. It aims to determine whether social media applications can reframe the management of natural disasters and offer added value in comparison to traditional media. If so, how, and what, are its limitations? In so doing, this article outlines the strengths and opportunities of social media crisis interaction and weighs them against the weaknesses and potential threats of its use, in order to come out with recommendations on best practices for Arab citizens, governments, and organizations regarding the possible uses of social media in managing natural disasters.
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