The representation of Arab masculinity in advertising: A semiotic analysis

Abdullah Kassem Abdullah; Noha Mellor

doi:10.33282/abaa.v16i64.1208

Authors

Abdullah Kassem Abdullah College of Communication, University of Sharjah, Sharjah UAE. https://orcid.org/0000-0001-9050-5536
Noha Mellor College of Communication, University of Sharjah, Sharjah UAE. https://orcid.org/0000-0003-3709-4808

DOI:

https://doi.org/10.33282/abaa.v16i64.1208

Keywords:

Gulf society, Arab masculinity, Media representations, Semiotics, Modernism

Abstract

The aim of this study is to utilize Semiotic analysis to analyze the representation of Gulf men in advertising a Kuwaiti brand. Based on two YouTube commercials as a case study, this article asks, How is Arab masculinity represented in advertising? The findings indicate the existence of masculinity in flux, suggesting a subtle form of socialization and identity negotiation between foreign and local ideas, especially regarding gender relations and the representation of Arab masculinity. The analysis highlights the contrast between traditional and modern forms of masculinity, as represented by local and foreign football teams in the advertisement, suggesting that modern (or Western) forms of masculinity can be used to counteract oppressive local practices. The study argues that masculinity is not a fixed or objective concept and is instead shaped by the social and cultural context in which it exists. Here, the media's representation of masculinity is particularly influential in shaping how young people understand and internalize this idea.

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