Title

Bridge over Troubled Waters: A content analysis of television advertisements in Lebanon

Author(s)

Assem NasrFollow

Document Type

Presentation

Publisher

Global Media Journal - Mediterranean Edition

Publication Date

5-2014

Volume

9

Issue

1

Peer Review

Yes

Abstract

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.’

Keywords

Advertising, cultural memory, consumption, Arab media, Lebanon

Disciplines

Mass Communication | Other Film and Media Studies | Race, Ethnicity and Post-Colonial Studies | Television

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