Abstract
This chapter discusses the development of the advertising industry in the MENA region, examining contemporary advertising practices affected by media tensions and the local-global dichotomy, industry changes driven by digital and social media, and sociopolitical crises within the various countries in the region. The chapter introduces a three-component model: (1) advertising in the MENA region is multifaceted; (2) it is based on global-local consumer culture; and (3) it moves in sync with the political economies of media in the region. The chapter uses data collected through interviews and document analysis. Supported by examples and case studies, it points to the shifts in an evolving industry under complex sociopolitical and economic environments.
| Original language | English (US) |
|---|---|
| Title of host publication | The Handbook of Media and Culture in the Middle East |
| Publisher | wiley |
| Pages | 245-260 |
| Number of pages | 16 |
| ISBN (Electronic) | 9781119637134 |
| ISBN (Print) | 9781119637066 |
| DOIs | |
| State | Published - Jan 1 2023 |
Keywords
- Arab advertising model
- Arab advertising practices
- Arab countries
- advertising and Arab culture
- advertising in MENA
- advertising industry
- contemporary advertising
ASJC Scopus subject areas
- General Social Sciences