Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


Ideologies and stereotypes of Arab culture in the media: An analysis of coke's 2013 super bowl commercial

Author(s): Makharesh, A.O., Alharethi, M., & Campbell, C.

Coca-Cola distributed a total of one minute and one-second commercial that produced during the 2013 Super Bowl. This commercial has caused a lot of criticism because Arabs were portrayed as backward and foolish Camel Jockeys, and they have no chance to win in the world. This textual analysis asks if companies like Coca-Cola, Walt Disney, and other huge media corporations truly represented minorities. This analysis provides a further understanding of the media representation of Arabs and Arab-Muslims. The implication of the critical race theory (CRT) is used to better understand the ideologies and stereotypes of Arab culture in the U.S media.

Get the App