Author(s): Raghad Sonbul & Christopher Campbell
This paper analyzed the media representation of Muslims through a textual analysis of Zain’s commercial in Ramadan 2018. It examines the commercial through the lenses of myths, Marxist theory, hegemony, and Stuart Hall’s levels of analyzing media--“preferred, negotiated and oppositional” readings. The aim of the study was to evaluate the media representation of Muslims from a different perspective than the dominant stereotypes and to examine media effects on audiences. The findings indicated that the commercial was a response to President Trump’s determination that it is time to recognize Jerusalem as the capital of Israel, as well as other Arab issues. The company used the Arab issues to reach millions of people around the world, draw attention, and gain profits. However, the commercial raised a debate on social media among supporters and opponents.