Journal of Arab & Muslim Media Research - Online First

Language and gender have a strong connection, especially in a social context. This study examines register in Arabic by looking at the language used by male and female teachers who utilize the YouTube media platform to provide basic Arabic tutorials. From these videos, the language characteristics of male and female Arabic language teachers can be observed, in terms of gender. In general, this study investigates the registers of male and female Arabic language teachers. Specifically, it elaborates on the significant differences between the language used by male and female Arabic language teachers based on a register analysis. The research question is thus divided into two: (1) what is the typical character of male teachers and female teachers of Arabic on YouTube channels; (2) how do male and female Arabic teachers use register on YouTube channels. The method used in this research can be divided into three stages. The first stage was the data collection, which was carried out by viewing and observing Arabic language learning videos uploaded onto YouTube channels by male and female teachers. The second stage was the data analysis, which used the model of Miles and Huberman, consisting of data reduction, data display and data conclusion. The final stage was the reporting of the results, using illustrative quotes in the form of descriptions and narratives related to the language registers of male and female teachers in terms of a sociolinguistic study. The gender-based language characteristics can be identified from aspects of gesture, word choice, greeting pronunciation and the mention of personal names. This research contributes to the development of the study of language learning in terms of gender based on an online social media platform.

This article examines the representation of Kashmir and its people in Hindi cinema, particularly Kashmiri Muslims. Cinematic representation has contributed to a harmful perception of Muslim identity and Islam. Given the contemporary global religio-political scenario, it is crucial to examine this phenomenon in promoting such perceptions about Kashmir, which is often referred to as South-Asian Palestine. The methodology employs survey, dialogical deconstruction and narrative analysis to unearth the implicit significances within three selected films, Haider, Mission Kashmir and Roja, depicting the Kashmiri Muslim subjects and their effect on the youth. A survey of university youth was also conducted at three central universities in Delhi. The investigation reveals a prevalent theme of violence in these films, often giving negative and biased portrayals of Kashmiris. Such conscious constructions of negative characters and narratives perpetuate Kashmirophobia – the fear or prejudice against Kashmir and its people among the youth. The portrayal of Kashmiri Muslims in Bollywood aggravates communal narratives and reinforces discriminatory views about the community, affecting the perception of the audience towards Kashmiri Muslims.

This research aims to explore how people in the United Arab Emirates (UAE) use emojis on social media and the communicative functions of emojis, including gender differences in assessing appropriateness. The study is based on in-depth interviews with fifteen participants representing different gender, cultural and age groups. The interviewees include six males and nine females, with an age range from 18 to 45 years. The findings emphasize the importance of diversity of perspectives and sensitivities when using emojis in communication, raising questions about the role of emojis in reinforcing or challenging traditional gender norms within the UAE and how individuals navigate the intricate balance between self-expression and cultural norms in their digital interactions. Moreover, ‘emotional emojis’ were favoured by participants from every generation, apart from those in their 20s, although the specific emojis that best expressed those emotions varied. The findings also indicate the use of emoji as a cultural barometer within the digital realm of the UAE. The nuances in emoji preferences, usage frequencies and interpretations across different cultural groups, particularly between Emirati and non-Emirati populations, vividly portray how emojis mirror the complex tapestry of cultural identity and interaction. These emojis, as digital symbols, emerge as profound reflections of the rich cultural dynamics that shape the UAE’s digital landscape. This study adds to the body of research on digitized communication, particularly in the Arab context, and contributes to understanding how emojis are used to create meaning online.

The aim of this article is to use one central assumption of Wittgenstein’s philosophy – language games – to review some important aspects of communication and language issues that typically have arisen in the aftermath of the wars in Ukraine and Gaza. I draw specifically on a critical inquiry of purposefully selected samples of discursive and linguistic practices accompanying the war in Ukraine and the occupation of its territory by Russia, and the war in Gaza and the occupation of Palestinian territories by Israel. References will also be made to the types of language games used by mainstream western media to categorize other wars and occupations discursively and socially, such as those of Iraq, Yemen and Afghanistan. I argue that the use of language is crucial for the understanding and representation of these wars and occupations, and a cause of failure in intercultural interaction. The central argument is as follows: While language games have different senses and not all people attach the same meaning to them, in case of conflict and controversy, those with power attach additional or different interpretations to them in a way they think is reasonable to change or at least rearrange their meanings. According to Wittgenstein’s deliberations of language games, the meaning of each of the various linguistic utterances, like words, sentences or symbols, is defined in terms of its setting and use. To unravel how and why certain linguistic practices are reinforced, and others are thwarted, the article supplements Wittgenstein’s deliberations of language with Hollihan and Baaskes’ definition of rhetorical source credibility, Thomas Hobbes’ ‘Leviathan discourse’ and Foucault’s notion of discourse and power.

Despite its importance, there has been little research into how Middle Eastern news outlets cover American politics. This content analysis uses framing theory to explore coverage of the 2020 US presidential election in two Middle East dailies, Iranian Hamshahri and Saudi Arabian Al-Watan. Because Iran and Saudi Arabia are rivals and take different approaches to American politics, hypotheses predicted meaningful framing differences. While some findings were consistent with researcher expectations, most findings were not. As predicted, Al-Watan was less likely to frame Trump negatively. However, contrary to expectations, the examined newspapers did not differ in terms of how they framed Biden, the 6 January breach of the Capitol or allegations of voter fraud. The newspapers also did not differ in terms of how likely they were to use pro-Trump and pro-Biden sources. The unexpected findings suggest a cautious approach by Al-Watan, which may not have wanted to show strong support for a US president, Trump, who was likely outgoing. More generally, and as the ‘Discussion’ section explains, Al-Watan’s approach likely reflected the Saudi government’s perceptions about ongoing developments on the US political scene. In one sense, then, Al-Watan’s editorial line was an extension of Saudi foreign policy towards the United States. The ‘Discussion’ section also attempts to make sense of Hamshahri’s framing patterns, which seemed to reflect larger Iranian distrust in the American political system.

This study investigates the impact of charitable advertisement appeals on prosocial behaviour and intentions to donate, employing cutting-edge neuroscientific techniques such as electroencephalography (EEG) and eye tracker. It also seeks to analyse the moderating effect of altruism, social norms and moral intensity on the relationship between advertising appeal and prosocial behaviour and intention to donate. Findings indicate that negative appeal is more effective than positive appeal in influencing prosocial behaviour and intent to donate. Furthermore, using an eye tracker showed that individuals try to avoid painful scenes in charitable advertisements. This study provides valuable insights into the underlying mechanisms that drive prosocial behaviour and donation intentions by delving into the influence of various charitable advertisement appeals (both positive and negative) on individuals’ neural and ocular responses. We therefore, argue that findings from this research hold significant implications for marketers and advertisers seeking to create more effective and persuasive charitable advertisements, ultimately promoting greater engagement and support for philanthropic causes.

Media representations have the power to evoke and circulate meanings about a dominant favoured ideology. Like films, television soap operas too may become the sites of hetero-patriarchal representation. This article foregrounds the visual and textual tropes applied to coerce the audience into accepting patriarchal gender roles in the disguise of religious discourse. Using critical discourse analysis of three select Hindi soap operas Saath Nibhana Sathiya, Choti Bahu and Bade Achche Lagte Hai, this article flags the use of religious motifs as disciplining strategies of patriarchy. The resort-seeking behaviour of the female protagonists towards the male Hindu deity for the resolution of crisis becomes a marker of sexism. Furthermore, this one-dimensional representation of a multicultural and multireligious Indian society in these Hindi soap operas has evolved them into Hindu Socials with their dominant tropes of Hinduness within the storyline, rituals, melodrama and misogynism.