Abstract

This study utilizes content analysis techniques to examine if there is a significant difference in the representation of veiled versus non-veiled women in both local and western brand’s Instagram posts. The brand’s Instagram posts are all essentially created for the purposes of advertising and promoting products and/or services. The content analysis is based on Erving Goffman’s “gender analysis” model, testing the following five categories: Feminine Touch, Ritualization of Subordination, Licensed Withdrawal, Body Display, and Independence. Only one of the five categories showed a significant difference in the representation of veiled versus non-veiled women in brands’ Instagram posts. Findings revealed that there is a significant difference in “Body Display” between veiled versus non-veiled women in brands’ Instagram posts. Interestingly, the study analysis showed that the significant difference in “Body Display” between veiled and non-veiled women appeared only in western brand’s Instagram posts, while local brands’ posts showed no difference in the representation of veiled versus non-veiled women along the five categories tested.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

Fall 8-23-2020

Submission Date

August 2020

First Advisor

Hamdy, Naila

Second Advisor

NA

Third Advisor

NA

Committee Member 1

Taher, Ahmed

Committee Member 2

Al-Kadi, Tara

Committee Member 3

NA

Extent

124 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Integrated Marketing Communication

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known.

Institutional Review Board (IRB) Approval

Not necessary for this item

Streaming Media

Comments

NA

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