Mass Communication Commons^™

A Policy Analysis Of Accountability And Governance In Journalism By Artificial Intelligence (Ai) In Egypt, Amira Ahmed Salama

Theses and Dissertations

The growing use of Generative Artificial Intelligence (GenAI) and AI-assisted tools in journalism raises governance questions concerning accountability, human oversight, transparency, verification, editorial responsibility, and implementation. In Egypt, these issues arise within an emerging but fragmented governance environment that includes national AI guidance, media regulation, professional self-regulation, and developing newsroom practices. This study examines how these arrangements can be integrated into a coherent national sector-specific policy framework for GenAI and AI-assisted journalism.

The study adopts a qualitative methodology combining a descriptive qualitative document analysis with stakeholder semi-structured interviews. Four governance instruments were analyzed: the Council of Europe’s Guidelines on the …

Will Beauty Save The Brain? Exploring The Relationship Between Eudaimonic Reels Exposure And Egyptian Gen Z'S Mind And Motivations, Petra Zaky

Theses and Dissertations

Social media entertaining content includes a mixed bag of the meaningful and the trivial. For Generation Z, whose favorite daily entertainment is shallow yet funny short-form videos (reels), there is often an invisible price paid. The loss of ability to watch long meaningful videos, distractedness from self, “Brain Rot”, glamorizing of hedonism are among the maladies left behind the attractive rabbit hole of their daily media diet. This study explores the relationship between exposure to meaningful reels, in contrast to pleasurable reels, and Gen Z’s reflective thinking, “Brain Rot” symptoms, motivation to watch long meaningful videos and life motivations between …

Breaking The Silence: A Content And Expert Analysis Of The 2025 Ramadan Series Lam Shamseya's Framing And Subversion Of Child Sexual Abuse Discourse In Egypt, Maya Abouelnasr

Theses and Dissertations

This thesis analyzes how the 2025 Egyptian TV series Lam Shamseya served as a sociocultural intervention and awareness platform for reframing and subverting the typical child sexual abuse (CSA) discourse in Egypt. Using a mixed-methods approach, the study triangulates framing theory and two complementary tools of the critical discourse analysis (CDA) and the circuit of culture model through a scene-level content analysis of 304 scenes across all 15 episodes of the series and ten semi-structured interviews with media experts, media practitioners, and psychologists. Key findings include reported corroboration of subversion of traditional tropes and archetypes, as well as reframing of …

The Impact Of Universities’ Social Media Content And Digital Brand Equity On Potential Students’ Perception, Engagement And Trust: The Case Of Egyptian Private Universities, Mahy Shoukry

Theses and Dissertations

Universities are increasingly using social media platforms as tools for marketing, brand building, and student engagement as a result of the digital transformation in higher education. This study investigates how prospective students' perceptions, levels of engagement, and trust are impacted by universities' digital brand equity and social media content. This study attempts to close the knowledge gap on how visual and user-generated information influences the decision-making processes of potential students, given the competitive environment among Egyptian private institutions. Particular focus is placed on how authenticity, video content, and images influence educational institutions' online appearance and reputation. The methodology used a …

The Impact Of Violent Content Media Exposure On Behavioral Outcomes: The Mediating Role Of Media Engagement, Melissia Emad Eskander

Theses and Dissertations

This study explores how repeated exposure to violent content in films, television series, and video games may influence behavioral outcomes among Egyptian media consumers. Drawing on the General Aggression Model, Social Learning Theory, and Cultivation Theory, it examines how individual interpretation, emotional involvement, and narrative absorption mediate the effects of media violence. It also considers how personality traits shape audience responses, specifically aggression, empathy, and narrative immersion.

A mixed-methods approach was adopted. A structured survey of 200 Egyptians aged 18 and above assessed media exposure, aggression, empathy, narrative engagement, and behavioral outcomes. In parallel, a content analysis of Egyptian films …

Refugees In Egypt: State Framing, Ministerial Narratives, And The Politics Of Representation On Social Media, Habiba Kohail

Theses and Dissertations

This study examines Egyptian government discourse on refugees in 2024, a year characterized by heightened regional displacement and the enactment of Egypt’s first Asylum Law (Law No. 164 of

2024). Using a multidisciplinary framework that combines framing analysis with van Dijk's socio-cognitive approach, the study systemically analyzes how the government construct refugees on social

media and sets the boundaries of their inclusion in Egypt.

The thesis analyzes the Egyptian government discourse on refugees across official social media platforms from January 1, 2024, to December 31, 2024, a period that witnessed an increase in the government engagement in the refugee issue …

Social Media And Public Opinion In Times Of Conflict: How Arab Social Media Impacted International Perspectives On The Gaza War, Mariam Rizk

Theses and Dissertations

This exploratory study examines how Arab social media content creators impacted the international public perception of the 2023 Gaza war through English-language content. The research is conducted through semi-structured interviews with 19 participants: 4 Arab social media content creators and 15 English-speaking university students (13 American citizens and 2 international students studying in American universities). Through these semi-structured qualitative interviews, the research investigates the agenda-setting capabilities of social media during conflicts and identifies effective cross-cultural communication strategies. The study employed purposive sampling with snowball technique, targeting content creators with established social media presence (37,000-426,000 Instagram followers) and university students who …

Digital Diplomacy And Activism: Sustaining Institutional Legacy Through State-Proxy Discursive Competition In The Aftermath Of The Usaid 2025 Suspension, Maryam Alaa Elprince

Capstone and Graduation Projects

This study examines how the 2025 suspension of the United States Agency for International Development (USAID) transformed the arena of U.S. foreign-aid diplomacy by eliminating the agency’s operational capacity and erasing its digital presence, thereby redistributing discursive authority across a fragmented communicative field. The research aims to determine how diplomacy adapts when a bilateral institution central to American soft power is dismantled through top-down decision, and whether discursive power exercised online can extend institutional relevance and legitimacy beyond structural collapse. Using an interpretivist qualitative design that combines digital-forensic reconstruction, document-based content analysis, and elite interviews  with top ranking officials, the …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

Commercial Pressures And Editorial Independence: Egyptian Journalists' Perceptions Of Advertiser Influence In Contemporary Media, Mohamed Ahmed Salem

Theses and Dissertations

This thesis explores the complex interplay between commercial imperatives and editorial autonomy in Egypt’s contemporary media landscape, focusing on journalists’ perceptions of advertising influence. Drawing on Cognitive Dissonance Theory (CDT) and informed by Political Economy and Institutional Theory, the study investigates how Egyptian journalists navigate ethical tensions arising from advertiser demands—both state-linked and private—within a hybrid media system marked by economic precarity, political control, and digital disruption. Through 20 in-depth interviews with journalists, alongside insights from PR professionals, media managers, and academic experts, the research reveals a pervasive erosion of the editorial-commercial boundary. Journalists report widespread self-censorship, blurred content labelling, …

The Shift To Visual News Consumption: Exploring Egyptian Users' Motivations, Behaviors, And Perceptions Of News Values, Credibility, And Recognition On Instagram As A News Source., Hussein Battah

Theses and Dissertations

With the evolution of visual social media such as Instagram, news consumption and dissemination became different, focusing on Visual and Graphic content. With the current political and social-economic challenges in Egypt and the Region, such as The war in Gaza and the Egyptian economic crisis, the need for simple and immediate news updates became essential. Instagram has now satisfied that need among various users, specifically youth. This paper explores how consuming news over "Instagram" has influenced Egyptian users' perception of News Values and their definition of what to consider news. The paper also studies how several sources on Instagram have …

Stereotypes Of Female Characters In Disney, Merouge Hazem Elboraie

The Undergraduate Research Journal

The depiction of female characters in Disney films has undergone a significant transformation throughout the decades, reflecting societal shifts and changing perceptions of gender roles. As young girls tend to idolize fictional female characters, ensuring a healthy portrayal of women in animated films is crucial. This paper aims to discuss the portrayal of female characters in Disney movies within certain frames and their impact on the general public through a case analysis of literature reviews. It underscores the dynamic interplay between societal change and cinematic narratives, particularly in Disney. The research’s findings indicate that the negative portrayal of Disney female …

Revisiting The Diffusion Of Innovations Theory In The Digital Era: Adoption Of Artificial Intelligence In Social Media, Aliaa Khaled Elshabassy

Theses and Dissertations

The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-adoption of these technologies is also explored. Drawing on the rich insights of qualitative data, the researcher adopts a multi-method approach comprising seventeen interviews with academic and professional experts and four focus group discussions among different generations to collect first-hand insights on AI adoption in the present time. AI was itself used for qualitative data analysis, including …

Black Radio’S Contribution To Collective And Cultural Memory: Personnel Perspectives Of Black Radio History In The United States, Kim Fox

Faculty Journal Articles

This interdisciplinary research investigates the significance of the community connection between Black radio personnel and their audiences through the lens of collective and cultural memory narratives. The study addresses two key research questions. First, how do Black radio personnel’s collective and cultural memories contribute to the Black public sphere? Second, what are the defining characteristics in developing parasocial relationships and interactions between Black radio personalities and their audiences? The qualitative research employs an autoethnographic methodology and a questionnaire, utilizing insights gained from the author’s experiences working at a Black-owned radio network and station. The questionnaire, distributed to key informants in …

Same Story, Different Narratives: The Influence Of Refugee Concerned Organizations On Egyptian Media, Shaimaa Gheith

Theses and Dissertations

It has been documented in the literature that media usually portrays refugees negatively, which affects how the public reacts to them. Consequently, organizations catering to refugees, referred to in this thesis as Refugee Concerned Organizations (RCOs), try to influence the media aiming to influence the public. So, they produce prepacked information and employ different communication tools. Using the agenda building theory, this research investigated the influence of communication tools used by RCOs on Egyptian media focusing on Facebook and news websites. Qualitative content analysis was conducted for 615 Facebook posts and 111 News reports and supplemented by semi-structured interviews with …

How Do They See Us?: Unhcr's Representations Of Syrian Refugees In “Every Second Counts” Campaign, Marah Khalid

Theses and Dissertations

Representation is not just an opinion; it is the recreation of realities, facts, and stories that encourage receivers, who are readers and viewers, to build perceptions of a certain topic, objects, events, and human beings. Studying the representation of refugees in the media, UN agencies, and International organizations' press releases, videos, and images has been the main focus for many scholars for decades. However, little is known about refugees' perspectives on visuals produced by UN agencies. This research tries to add to the few studies concerning the captured human object, refugees, perspective using Hall’s encoding/decoding model (Hall, 1997) to analyze …

The Clash Of Sustainable Development Goals With The Reality In Egypt: The Role Of The Media On The Perception Of Clean Energy Implementation., Nourhan Salah Hamed Ebrahim

Theses and Dissertations

Media has promoted sustainable development goals as essential for a country's social, economic, environmental, and political development. However, the SDGs may collide with the reality and impede development due to certain circumstances and challenges that might hinder the country’s ability to achieve these goals the same way they planned for. Besides, such challenges are not being covered in the media agenda, addressed by the government, or even been tackled in previous research. Thus, this study aims to examine whether there is a conflict between the SDGs and the reality in Egypt, focusing on SDG 7 (Clean Energy) by analyzing the …

The Uses And Gratifications Of Social Audio-Focused Apps: A Case Study Of The Clubhouse Application, Dalia Abdelhamid Younes

Theses and Dissertations

Social audio has recently emerged recently as a new form of social media based on voice. It spread rapidly through the Clubhouse application, which became a significant trend during the COVID-19 pandemic. The study aims to explore Egyptian content creators' motivations to join Clubhouse, study their motivations to produce their content, and identify the gratifications obtained from using this application. It also seeks to investigate the application`s sustainability within the Egyptian context by outlining the challenges faced by the Egyptian content creators. The study employs the uses and gratifications theory, conducting in-depth interviews with 17 Egyptian content creators. The findings …

When And Why Do Arabs Verify? Predicting Online News Verification Intention During The 2023 Gaza War, Menna Elhosary

Theses and Dissertations

Guided by the network gatekeeping and secondary gatekeeping theoretical frameworks, this study employed a 2 (news headlines: pro-Palestine/anti-Palestine) x 2 (news sources: the Times of Israel/Al-Jazeera English) experiment embedded in an online survey on a purposive sample of Arab social media users (N= 452), aiming to understand the antecedents of online news verification during the 2023 Gaza War1. The study investigated the motives that might have encouraged or discouraged Arabs from verifying the war-related news circulated on social media. A model was proposed to examine the role of confirmation bias in shaping perceptions about sources and messages, thereby impacting online …

Casar Student Discussion Series: ‘Does Social Media Bring More Harm Than Good?’, The Prince Alwaleed Center For American Studies And Research Casar

Performances, Events, and Presentations

CASAR Student Debate Series - Launched in Fall 2023:

The Center of American Studies and Research (CASAR) launched a Student Discussion Series in Fall 2023 semester, it is a student-led debate on a plethora of current hot topics. In this student discussion series, students play the role of delving into topics together to understand one another. This event is broadcasted on Facebook live via the CASAR Facebook Page, where the entire record is still available to watch. Students passionately present their arguments in an organized manner, going back and forth between the two sides, and often students become excited about …

Netflix’S Role In Reshaping The Global Audience’S Perception Of Arabs And Muslims, Menatalla Abbas

Theses and Dissertations

This research study investigates Netflix’s role in reshaping the global audience’s perceptions of Arabs and Muslims. The aim of this study is to understand how Netflix has positioned itself as a powerhouse in the streaming-service industry, and whether or not it has been able to use that power to promote authenticity, diversity, and inclusion. This study employed the triangulation method in order to develop a cohesive understanding of how, and to what extent, Netflix has reshaped the global audience’s perceptions of Arabs and Muslims. A content analysis of four Netflix Original Arabic productions were chosen, consisting of two series: Finding …

The Role Of Online Discursive Action In Subjects' Emancipatory Repositioning In Egypt: Assault Police Case Study, Christine Saad Guirguis Ma

Theses and Dissertations

The current study's central question is how social change is discursively constructed. I studied an online feminist social movement that sparked in Egypt on Instagram in July 2020 and labeled "Assault Police." Within the critical social theory and feminism framework, I reviewed the literature on (critical) discourse, social change, and social movements. I tried to unravel the complexity around emancipation as a vital concept in the current study. I located and discussed areas of tension and identified a conceptualization that loosens the theoretical entanglement around it. The research problem sought to specify how the online discursive action facilitated desired …

Historical Trauma: Literary And Testimonial Responses To Hiroshima, Mariam Ghonim

Theses and Dissertations

The concept of trauma is controversial in literature. While one may be able to come up with ways to describe trauma in fiction, representing historical trauma is a hard task for writers. Some argue that trauma can not be described through those who did not experience it, while others claim that, provided some elements are added, one can represent trauma to the reader. This thesis focuses on twentieth-century historical traumas related to a nuclear catastrophe and explores the different literary and testimonial responses to the catastrophic man-made event of Hiroshima (1945). In this thesis, Kathleen Burkinshaw’s historical fiction The Last …

The Impact Of Egypt's Mega Events On Egyptians' Public Mood, Nouran Abass

Theses and Dissertations

The study aims to study the Impact of Egypt's Mega Events on Egyptians‟ Public Mood. Egypt organized two Mega Events in 2021: The Pharaohs‟ Golden Parade and Luxor Sphinx Avenue. The study also examines the impact of the two Mega Events on the Egyptian Identity. While the two Mega Events targeted Egypt's external publics to attract tourists to Egypt, the study attempts to assess the impact of the two Mega Events on one of Egypt's internal publics; the Egyptians. Depending on the concept of “Social Listening” as a theoretical framework, the study examines the possible ways the Egyptian government can …

Tiktok Battlefield: Comparative Analysis Of English And Arabic Language Representations Of The 2022 Russian Ukrainian Conflict On Tiktok, Dina Magdeldin Mahmoud Elhawary

Theses and Dissertations

This study extends the growing political communication research on TikTok platform through studying the representation of a major political conflict in modern history; the 2022 Russian Ukrainian conflict. The study is providing a cross cultural comparison by studying the perspectives of English and Arabic speakers about the conflict. The study is based on the analysis of the 500 most liked TikTok videos - in one month duration that starts with the day of the Russian invasion - with top hashtags about the conflict in order to find the common message themes. The study uses a multi-dimensional analysis approach of connective …

The Impact Of Gender Differences And Geographic Locations On Social Media Literacy Among Public Universities Students, Heba Tallah Moustafa Helmy

Theses and Dissertations

The objective of this study was to investigate the effect of both gender difference and geographic location on social media literacy levels among undergraduate students in public universities in Egypt. Four aspects related to social media literacy were considered in the Likert-scale survey, including basic technical skills, digital interactions, information evaluation, and privacy and security practices. A total of 520 students participated in this exploratory research, of which 265 males and 255 females enrolled at four public universities in different geographic locations. Cairo University and Ain Shams University represent the urban areas. The other two universities are located in center-periphery …

Artificially Intelligent Communication: An Exploratory Study On Replika Mobile Application, Nouran El-Ashry

Theses and Dissertations

This paper aims to address artificial intelligence from a communication perspective by looking at the usage of Replika, an AI-based platform. A quantitative survey was conducted to analyze the frequency of usage, attitude toward the application and the level of attachment to it. Moreover, qualitative questions were developed to get in-depth understanding of the type of relationship users have with their Replika application and reasons behind their usage. Results show no significant relationship between demographics and the application consumption except for age where older users communicate more frequently with the application than younger ones. Moreover, attachment levels were related to …

Impact Of Social Media  On Public Perception Of Government Covid-19 Response Efforts, Taher Taher

Theses and Dissertations

This research aims to understand this phenomenon to provide insights into how governments can perform better in times of crisis regarding social media and its impact on public opinion. This research aims to understand how social media impacts public perception of government COVID-19 response efforts by studying Facebook comments, likes, and reactions (emoticons).

The study was based on data gathered from Facebook comments on the daily infographic COVID-19 statistics from the official site of the Ministry of Health and Population. The sampling frame is the 52 weeks of 2020, January to December, through random sampling resulting in 546 comments. The …

The Influence Of The Abraham Accords On The Visual Coverage Of The Israeli-Palestinian Conflict In Arab Media: A Comparative Analysis, Mona Alsaba

Theses and Dissertations

This study examines the influence of the official signing of the Abraham Accords on the Arab media visual coverage of the Israeli-Palestinian conflict. This study operationalized visual frames in terms of the human-interest vs technical frame and peace vs war frame, and explored the use of graphic portrayal as a framing device, in order to compare between the Arab media visual framing of the Israeli-Palestinian conflict before and after the official signing of the Abraham Accords to examine the impact of foreign policy on the coverage among news outlets of different Arab countries. A comparative analysis was conducted relying on …

Applying The Seven Principles Of Learning To Development Communication, Lina Abd El Ghaffar

Theses and Dissertations

Development communication originated as a post-war term meaning “the application of communication strategies and principles in the developing world.”. As time went by, various definitions of development communication emerged, each reflecting its political agenda and interests. A more recent definition states that development communication aims to remove constraints for an increasingly participatory and equal society.

Sustainability and inclusivity are at the heart of effective development. The current development communication paradigms are the top down Dominant paradigm which is criticized for not being inclusive and the bottom up Participatory paradigm which is criticized for not being sustainable.

Based on the Seven …