Social Media Commons^™

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 …

Modeling The Spread Of Competing Narratives In Multimodal Social Media Network, Mayor Inna Gurung

Theses and Dissertations

Social media has fundamentally transformed how narratives are produced, contested, and disseminated, enabling competing interpretations of the same event to spread rapidly across networked populations. Understanding how narratives gain traction over others in these environments is critical for addressing misinformation, supporting informed public discourse, and designing effective counter-messaging strategies. Yet existing research largely treats narrative propagation as a single-process phenomenon and focuses predominantly on textual data, overlooking both the competitive dynamics between opposing narratives and the growing role of visual symbolic communication in shaping how narratives are received. This dissertation addresses these gaps through a multi-platform, multimodal framework applied to …

Multimodal Analysis Of Content Drift And Algorithmic Bias In Youtube Recommendations, Mert Can Cakmak

Theses and Dissertations

Recommendation systems play a major role in shaping how users encounter information on digital platforms, yet their influence often unfolds through sequences of recommended content rather than isolated outputs. This dissertation investigates recommendation bias on YouTube by examining how recommendation pathways evolve across long-form videos and YouTube Shorts. Focusing on politically sensitive narratives, including the China–Uyghur conflict, the South China Sea dispute, and Taiwan’s 2024 presidential election, the dissertation develops a unified framework for understanding how recommendation systems reshape exposure across platform formats. Using an audit-based and multimodal methodology, the dissertation combines controlled recommendation collection, topic and relevance analysis, emotion …

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 …

An Impact Assessment Of The Effectiveness Of Utilizing Informal Health Communication Interventions To Spread Health Recommendations And Change Public Perception, Lina Mohamed Ezzat Ahmed Abdel Mawgoud

Theses and Dissertations

Brain health is an increasingly urgent but critically under-addressed public health priority in Egypt and the wider MENA region. Despite its centrality to aging, productivity, and overall quality of life, public understanding of brain health remains limited, and stigma continues to shape responses to dementia and cognitive decline. This study evaluates the effectiveness of informal, culturally adapted health communication as a tool to shift perception, increase awareness, and promote behavior change among non-medically trained adults in Egypt.

Grounded in global evidence on cognitive reserve, neuroplasticity, and the life-course approach to brain health, the intervention translated expert-informed brain health recommendations into …

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 …

Social Media, Masculine Body Ideals, And The Drive For Muscularity: A Serial Mediation Model Across Sexual Identities, Sean P. Mcdaniel

Theses and Dissertations

Body image concerns among men are increasingly prevalent yet remain understudied compared to women’s experiences. Drawing on objectification theory, the present study examines the relationship between social media influence and men’s drive for muscularity through a serial mediation model. Specifically, the present study investigates whether the internalization of masculine body ideals and engagement in body surveillance behaviors mediate the link between social media influence and the drive for muscularity. Furthermore, the present study model attempts to explore how these processes differ across sexual identities, given evidence that sexual minority men face distinct sociocultural pressures regarding appearance. Adult male-identifying social media …

Algorhythm: Commodification Of Hobbies On Social Media Platforms, Fariha Ahmed

Theses and Dissertations

Forcing the world online, the COVID-19 pandemic appeared to turn social-media-based hobbies into income-generating cash cows. Digital creative spaces became sites of capitalist logic where hobbyists came to operate as both laborers and commodities. Profit-focused algorithms operate imperceptibly, shaping creative behavior and decision-making in ways that are difficult to recognize, and even harder to resist. This thesis asks how algorithmic participation on platforms such as Instagram conditions a hobbyist, and how that conditioning can be made legible to audiences who inhabit such platforms without always seeing them. Using autoethnography, I position myself as both researcher and subject to document the …

Investigating The Impacts Of Facial Gestures On Global Participants’ Perception Of The Speaker, Perception Of The Message, Emotional Responses, And Engagement During Video Conferencing, Hanan Mohammed Alghamdi

Theses and Dissertations

Facial expressions play a crucial role in shaping communication and emotional understanding during virtual interactions. This study investigated how facial expressions influence participants’ perceptions of the speaker, perceptions of the message, emotional responses, and engagement during video conferencing across diverse cultural contexts. A hybrid experimental design was implemented using self-administered questionnaires to collect quantitative data and examine cause-and-effect relationships. Participants were randomly assigned to one of three facial-expression conditions Positive (smiling and joyful), Negative (angry or nervous), or Neutral (expressionless) and viewed speakers representing three ethnic backgrounds: White American, Black American, and Middle Eastern. Using a seven-point semantic differential scale, …

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 …

Framing The Sudanese Refugee Flows To Egypt Across Traditional And Social Media., Ghada Abdullah

Theses and Dissertations

This thesis examines the framing of Sudanese refugees in Egyptian media during the first year of the Sudanese conflict (April 2023–March 2024). Employing a content analysis framework, the research investigates content from three Egyptian newspapers—Al Ahram, Al Masry Al Youm, and Al Wafd—alongside tweets from the social media platform X. The study identifies recurring frames, themes, and narratives, highlighting differences between traditional media and social media platforms in their portrayal of Sudanese refugees. Key findings reveal that neutral tone dominate traditional media, focusing on factual reporting, followed by negative, then positive tones. Conversely, social media predominantly features negative narratives, such …

Decoding Symbolic Influence On Youtube Engagement, Emotion Resonance And Trust In Information Campaigns, Diwash Poudel

Theses and Dissertations

This study examined how symbolic images in YouTube videos influences viewers’ emotions, trust, and engagement with political content online. Approximately 2,000 videos were collected and analyzed, with a focus on both thumbnails and standout frames. The findings revealed that cultural symbols were particularly effective at capturing attention and evoking strong emotional reactions—especially anger and disgust. Notably, these same symbols also enhanced viewer trust, making audiences less susceptible to misinformation. Statistical tests confirmed that these effects were consistent and significant. To ensure the validity of these results, additional analyses were conducted to assess potential biases in YouTube’s recommendation algorithm, as well …

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 …

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 …

Victim/Perpetrator, David D. Moy

Theses and Dissertations

Throughout this text, David Moy will discuss the inner working of his investigation on image overload and materialization. Through tactics of blurring, erasure, and layering he achieves obfuscation in his printed media. In doing so, he questions the compounding nature of image/text that negate themselves in the larger context of time in the digital age.

Boosting Three Dog Bakery’S Social Media Presence Through Short-Form Vertical Videos, Mary Litz

Theses and Dissertations

This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.

Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase …

Role Of Multimedia And Conative Words In Online Socio-Political Mobilization, Mainuddin Shaik

Theses and Dissertations

In the digital age, social media platforms have become vital for political mobilization, enabling rapid information dissemination, real-time engagement, and virtual community formation. This dissertation presents a novel multi-method framework to analyze mobilization dynamics on multimedia-centric platforms, focusing on Instagram, X (formally Twitter), and TikTok. The study examines Brazilian political protests (November 2022–February 2023) and disinformation and anti-disinformation campaigns during Taiwan's 2024 presidential elections. The research applies a multi-method framework to analyze mobilization characteristics in Brazilian and Taiwanese social movements, grounded in the Diffusion of Innovations (DOI) theory. This approach assesses how multimedia formats—images, sidecars, and videos—influence cognitive mobilization at …

A Comparative Study Of Toxicity Propagation Using Epidemiological Models, Niloofar Yousefi

Theses and Dissertations

This dissertation explores the spread and intensity of toxic content on social media, with a particular focus on platform X (formerly known as Twitter). The growing presence of toxic interactions has sparked concerns about their effects on public discourse. Utilizing epidemiological models such as SIR (Susceptible, Infected, Recovered), SIS (Susceptible, Infected, Susceptible), SIRS (Susceptible, Infected, Recovered, Susceptible), SEIRS (Susceptible, Exposed, Infected, Recovered, Susceptible), and the novel SEImIhRS model (Susceptible, Exposed, Moderate Infected, High Infected, Recovered, Susceptible), which are traditionally used to study infectious disease dynamics, this dissertation examines toxicity in platform X discussions. A key contribution of this work is …

A Study To Explore How People Evaluate The Quality Of Their Medical Information From The Social Media For Celiac Disease, Phillip Arnold

Theses and Dissertations

Every day, millions of people visit various social media platforms to post updates on their daily lives, to search for information, and to repost and/or potentially like posts on social media. This has led to scores of pieces of misinformation appearing on these social media posts. While some misinformation can be harmless and disregarded by the general public, there are various subject matters, including medical treatments and diseases, where misinformation on the treatment and other various subjects involving the disease can lead to dire consequences. This research proposes to investigate how social media users vet their data on two different …

Modeling Knowledge Graphs And Its Applicability In Multi-Source Social Network Data, Abiola Sylvester Akinnubi

Theses and Dissertations

Social network analysis is becoming more relevant with the rise of Large Language Models and other AI frameworks, particularly as online content creation surges. However, analyzing social network data from different platforms to study online opinions and influence campaigns remains challenging. Even more complex is the concept of multi-source social network analysis. Knowledge graphs, an essential part of Web 4.0 and crucial in information modeling and encoding, offer a unique solution. They allow for a more concise encoding of relationships between entities and related discussions. However, there is limited investigation into using multi-source data for examining online information campaigns and …

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 …

Towards An Inclusive Media Policy Framework Targeting Adolescents In Egypt, Saja Elgredly

Theses and Dissertations

For years, adolescents have been lost between adulthood and childhood. This is even reflected in the policies that directly affect their lives and well-being. In Egypt, there has hardly been a clear political line on how the media should deal with adolescents. As this age group belongs to childhood, most of the laws and regulations are hardly dedicated to address them despite their different characteristics. Within the Egyptian context, there are children's laws concerned with basic children's rights and other laws that relate to the media. However, we notice a gap in adolescent-friendly laws, policies and regulations, especially in the …

Emotionally Stimulated Activism On Tiktok: The Impact Of Exposure To Audiovisual Moral Violation On Collective Action In The “Woman, Life, Freedom” Movement, Laila Abbas

Theses and Dissertations

This thesis unravels new, decentralized mechanisms for mobilization that challenge the traditional understanding of the ‘group-based psychology of collective action.’ By focusing on the Iranian “Woman, Life, Freedom” movement, the study proposes a model that integrates traditional motives for collective action, emotions of different valence, and TikTok audiovisual moral violation stimuli. The proposed model allows for a more complex empirical understanding of the phenomenological experience needed for participation in digital environments. Theoretical assumptions in the current work were guided by the Social Identity Model of Collective Action (SIMCA), the Encapsulated Model of Social Identity for Collective Action (EMSICA), and the …

Green Fame On Tiktok Analyzing Digital Persuasion Appeals On Climate Change Discourse Among The Public And Youth., Sherry Ayad

Theses and Dissertations

In a constantly changing media ecosystem, TikTok is gaining prominence and attention, particularly among youth and Gen Z. The platform’s unique affordances are recently being utilized by young voices to promote self-expression and social activism. Consequently, TikTok’s changing nature is giving space for serious social and political issues impacting the future of young generations on topics such as climate change. By analyzing the top N=400 TikTok videos from the 27th Conference of the Parties (COP27) to the 28th Conference of the Parties (COP28), this study contributes to rare knowledge of utilizing TikTok’s affordances in scientific and political topics such as …

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 …

How Political Elite Leverage Twitter To Polarize America, Woodson Morris Hobbs V

Theses and Dissertations

While social media has changed how humans use the internet, Twitter has drastically reformed how individuals worldwide receive their news. As news outlets fail to keep up with the rapid dissemination of information online, Twitter has become a sounding board for the political elite who leverage the platform's immediacy and virality. This study, using Quantitative Ethnography's Epistemic Network Analysis, seeks to determine if the political elite, specifically members of Congress, are leveraging Twitter to spread polarizing information to strengthen their base. In this study, extensive coding of select members of the 118th Congress was completed and compared to Voteview.com's DW-Nominate …

Online Racism And Mental Health Symptomatology Among Black Adolescents: A Longitudinal Examination, Stephen M. Gibson

Theses and Dissertations

Online racism (i.e., racism perpetrated and embedded within media and platforms on the Internet) is increasingly becoming a public health concern. Recent empirical evidence demonstrates that over a three year period, Black adolescents reported experiencing at least one online racial discriminatory incident, including exposure to racist images or videos within digital spaces (Tynes et al., 2020). One way in which Black adolescents are exposed to online racism is through the consumption of digital news media on the coverage of racially traumatic events (e.g., murders of Black men and women by police officers, racial hate crimes committed against Black people) and …

The Parasocial Experiences Of Twitch Streamers, Ashley Adamian

Theses and Dissertations

The literature surrounding parasocial relationships (PSRs) has been expansive but lacks the perspective of how parasocial relationships can impact the media figure in certain contexts, specifically in regard to Twitch livestreamers and their communities. Previous research has examined how PSRs fulfill certain roles in the individual’s life, as well as some aspects that affect the relationship, such as the strength and development of the relationship. Previous research has concluded that stronger PSRs can develop from livestreaming platforms such as Twitch. This study investigates the relationship between Twitch livestreamers and PSRs. Through semi-structured interviews with seven participants, this study finds the …

Exploring The Impact Of Digital And Social Media On Recruiting Georgia High School Football Players By Ncaa Division 1 Universities In Georgia, Justin Phillips

Theses and Dissertations

Social and digital media integration has revolutionized the landscape of college football recruiting, offering innovative tools and strategies to enhance recruitment. Modern technology, including platforms such as X and Hudl, facilitates direct communication between high school athletes and college coaches. At the same time, companies like Route and RosterSpot employ data science and machine learning to optimize player-college matches. These technologies enable coaches to discover talent more efficiently and foster a personalized athlete recruiting experience (Booton, 2020). Additionally, social networking sites like Facebook, Instagram, and Snapchat have become essential tools in the NCAA recruiting process, allowing for real-time updates, extensive …