Issue 38, Summer/Fall 2024 http://doi.org/10.70090/AMS.38.AH1 Scroll down for Arabic abstract. This study examines the use of conceptual metaphors—ontological, orientational, and structural—in the media discourse on the Syrian crisis, as presented on the websites of RT Arabic and BBC Arabic. By analyzing the metaphorical language embedded in news coverage, the research …

Issue 38, Summer/Fall 2024 http://doi.org/10.70090/AMS.38.HAB1 Scroll down for Arabic abstract. This study investigates Arab journalists’ attitudes toward the use of drone technology in Al Arabiya Channel’s coverage of the Gaza War. Utilizing the survey method, data were collected through an online questionnaire distributed via Google Forms to a purposive sample …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/AFA24DDI Abstract The study explores the artificial intelligence (AI) divide in Egypt while considering the moderating influence of age/generation. The research compares digital natives born in the digital age vis-à-vis digital immigrants who grew up in less technologically adapted environments. The study uses the UTAUT2 model …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/SSDE24CM Abstract The proliferation of artificial intelligence (AI) technologies has revolutionized business. Simultaneously, marketers have benefited tremendously from this technology, which has enhanced digital marketing capacities. This is achieved by AI analyzing individual consumer data and purchasing behavior to target specific products that suit personal preferences, …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/EOA24UCA Abstract This study examines the impact that promotional chatbot advertisements have on the behavioral response of users.  The study relied on a survey approach, which was achieved via a questionnaire that was distributed to a deliberate sample of four hundred individuals who interacted electronically with …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/MH24UAIT Abstract The study examines the impact of Artificial Intelligence (AI) techniques (e.g., chatbots, targeting ads, data analysis, marketing automation, etc.) on an online store’s brand equity, which includes components of brand awareness, brand image, brand association, perceived quality of the brand, and brand loyalty. The …

Issue 36, Summer/Fall 2023 https://doi.org/10.70090/GST23AWM Scroll down for Arabic abstract. Media and communication systems play a significant role in shaping international and geopolitical relations. The current study examines the different types of participation by Arab women in the media industry and cultural diplomacy, which serve as a tool for international …

  Issue 36, Summer/Fall 2023 https://doi.org/10.70090/SK23AWFP Scroll down for Arabic abstract. In contrast to the negative stereotypical portrayals of Arab women in traditional media, this study investigates the self-presentation strategies employed by Arab women in feminist podcasts that utilize storytelling. The research adopted a mixed method of narrative analysis and …

Issue 34, summer/fall 2022 https://doi.org/10.70090/GST22PAE Scroll down for Arabic abstract. The study analyzes a purposive sample of digital platforms of governmental initiatives used for building public awareness of environmental issues and climate change in three Arab countries (Egypt, UAE, Saudi Arabia) to evaluate marketing public relations criteria. It is a  …

Issue 34, summer/fall 2022 https://doi.org/10.70090/SM22UICC Scroll down for Arabic abstract. The present study aims to analyze the usage of pictures and other visual materials, including static or animated graphics, infographics, maps, and videos, in covering climate change issues on Instagram and Twitter. The study examines user interaction with this visual …