Abstract

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 use English as their primary language. Three main themes emerged from the findings: First, Arab content creators effectively became agenda-setters by using English-language content to bridge cultural gaps and present underrepresented narratives to global audiences. Second, emotional and personal content created strong parasocial relationships between social media figures, especially those on the ground in Gaza, and audiences, fostering empathy and understanding. Third, impartial personal narratives and daily life documentation proved most effective in maintaining audience engagement, though challenges emerged regarding content fatigue and desensitization. While the findings provide insights into cross-cultural digital communication during conflicts, the study acknowledges limitations in sample size and generalizability. The research contributes to understanding how social media impacts public opinion during unsettling times, particularly through cross-cultural communication, while highlighting the evolving nature of digital narrative-building in conflict zones.

School

School of Global Affairs and Public Policy

Department

Middle East Studies Center

Degree Name

MA in Middle East Studies

Graduation Date

Winter 1-31-2026

Submission Date

9-10-2025

First Advisor

Nadine Sika

Committee Member 1

Shahira S. Fahmy

Committee Member 2

Rasha Allam

Extent

111 p.

Document Type

Master's Thesis

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

Download

Share

COinS