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The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts
This study utilizes content analysis techniques to examine if there is a significant difference in the representation of veiled versus non-veiled women in both local and western brand’s Instagram posts. The brand’s Instagram posts are all essentially created for the purposes of advertising and promo...
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| Format: | Thesis |
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AUC Knowledge Fountain
2020
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| _version_ | 1867613418998988800 |
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| access_status_str | Open Access |
| author | El-Banna, Doaa |
| author_browse | El-Banna, Doaa |
| author_facet | El-Banna, Doaa |
| author_sort | El-Banna, Doaa |
| collection | Thesis |
| dc_rights_str_mv | The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known. |
| description | This study utilizes content analysis techniques to examine if there is a significant difference in the representation of veiled versus non-veiled women in both local and western brand’s Instagram posts. The brand’s Instagram posts are all essentially created for the purposes of advertising and promoting products and/or services. The content analysis is based on Erving Goffman’s “gender analysis” model, testing the following five categories: Feminine Touch, Ritualization of Subordination, Licensed Withdrawal, Body Display, and Independence. Only one of the five categories showed a significant difference in the representation of veiled versus non-veiled women in brands’ Instagram posts. Findings revealed that there is a significant difference in “Body Display” between veiled versus non-veiled women in brands’ Instagram posts. Interestingly, the study analysis showed that the significant difference in “Body Display” between veiled and non-veiled women appeared only in western brand’s Instagram posts, while local brands’ posts showed no difference in the representation of veiled versus non-veiled women along the five categories tested. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-2484 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:50.652Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-2484 The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts El-Banna, Doaa This study utilizes content analysis techniques to examine if there is a significant difference in the representation of veiled versus non-veiled women in both local and western brand’s Instagram posts. The brand’s Instagram posts are all essentially created for the purposes of advertising and promoting products and/or services. The content analysis is based on Erving Goffman’s “gender analysis” model, testing the following five categories: Feminine Touch, Ritualization of Subordination, Licensed Withdrawal, Body Display, and Independence. Only one of the five categories showed a significant difference in the representation of veiled versus non-veiled women in brands’ Instagram posts. Findings revealed that there is a significant difference in “Body Display” between veiled versus non-veiled women in brands’ Instagram posts. Interestingly, the study analysis showed that the significant difference in “Body Display” between veiled and non-veiled women appeared only in western brand’s Instagram posts, while local brands’ posts showed no difference in the representation of veiled versus non-veiled women along the five categories tested. 2020-08-23T07:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/1476 https://fount.aucegypt.edu/context/etds/article/2484/viewcontent/Veiled_20versus_20Non_veiled_2022.pdf The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known. Theses and Dissertations AUC Knowledge Fountain Advertising||Instagram||Women representation||veiled vs. non-veiled||Western Brands||Local Brands||Social Media||Stereotypes |
| spellingShingle | Advertising||Instagram||Women representation||veiled vs. non-veiled||Western Brands||Local Brands||Social Media||Stereotypes El-Banna, Doaa The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title | The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title_full | The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title_fullStr | The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title_full_unstemmed | The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title_short | The representation of veiled versus non-veiled women in advertising:a comparative analysis of local and western brands' Instagram posts |
| title_sort | representation of veiled versus non veiled women in advertising a comparative analysis of local and western brands instagram posts |
| topic | Advertising||Instagram||Women representation||veiled vs. non-veiled||Western Brands||Local Brands||Social Media||Stereotypes |
| url | https://fount.aucegypt.edu/etds/1476 https://fount.aucegypt.edu/context/etds/article/2484/viewcontent/Veiled_20versus_20Non_veiled_2022.pdf |
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