Bridge over Troubled Waters: A content analysis of television advertisements in Lebanon
Global Media Journal - Mediterranean Edition
This paper investigates data collected from a content analysis of television commercials in Lebanon. With a backdrop of sectarian tensions that have threatened Lebanon’s stability, advertisements portray a given product within a ‘safe’ environment free of sectarian associations or ideological blemishes. The result is the creation of a world in which the measure of identity shifts from domestic social differences to a scale along the cosmopolitan global lifestyle. The trend examined in this paper is that in which Lebanese television commercials display images that do not fit a specific culture, such as Lebanese character or a local persona. Rather, the study finds that these advertisements create an ambivalent cultural identity between the ‘local’ and the ‘global.’
Advertising, cultural memory, consumption, Arab media, Lebanon
Mass Communication | Other Film and Media Studies | Race, Ethnicity and Post-Colonial Studies | Television
Assem Nasr (2014).
Bridge over Troubled Waters: A content analysis of television advertisements in Lebanon. 9 (1). Global Media Journal - Mediterranean Edition.
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