Ivy Lee Journal for Public Relations

This research dealt with conducting an analytical study of the advertising media discourse in Iraqi satellite channels addressed to the Iraqi public in the diaspora and its role in shaping the representations of national identity in the light of the theory of social representation. The study started from a main hypothesis that television advertising in the context of the diaspora was no longer a neutral promotional tool, but rather turned into a symbolic discourse that contributed to the reproduction of the meanings of belonging, collective memory, and the formulation of an imagined image of the homeland.
The study relied on the descriptive-analytical method, employing a set of intentional samples consisting of (12) advertising materials that were previously broadcast by Iraqi satellite channels during the period 2019-2024. The results of the study showed that national symbols formed the central semantic core in advertising discourse, as the symbol of the Iraqi flag appeared in 83% of the advertisements.
The results also showed that the image of the homeland was often presented as an imagined total entity by 75% in exchange for less presence of realistic spatial details.
The results also revealed that human representations focused on the group by 75%, the family by 67%, and the child by 58%, reflecting a clear tendency towards building an emotional association identity. With regard to the nature of social representations of national identity, the results showed that 58% of the advertisements presented inclusive representations of identity, compared to 33% selective representations and 9% stereotyped representations. The research concluded that television advertising in the diaspora media plays an active role in reshaping the Iraqi national identity through an intensive symbolic system that oscillates between strengthening belonging and reproducing a partially imagined identity.

This research aims to study the relationship between the Iraqi public\\'s use of digital media and their voting motivation in the 2025 elections. Given the rapid transformations in the digital environment and its growing role in influencing electoral behavior, the research adopted a descriptive-analytical approach and a field survey using an electronic questionnaire distributed to a sample of (516) adult Iraqi voters during the election campaign period, which extended from October 8 to November 10, 2025. The results showed that platforms such as Facebook and TikTok are the most frequently used sources for following electoral affairs, and that the main motivations for using digital media are focused on following political news and expressing opinions. The results also indicated a strong correlation between the level of digital media use and voting motivation (r = 0.61), in addition to a direct relationship between the degree of reliance on digital platforms and the level of political awareness. The data also indicated that the youth demographic is the most frequent user of digital media for political purposes and has the highest voting motivation. The research concluded that digital media represents an influential catalyst for electoral participation, which calls for promoting the conscious use of digital content and developing more effective digital media strategies to support the democratic process.

This study aims to identify the persuasive techniques employed in digital advertising campaigns designed to raise awareness of electronic payment services in Iraq. It analyzes the posts published on the Facebook page of the “Asriflak” campaign, while also examining the most frequently used persuasive appeals in the advertisements disseminated through the page under study. The research is classified as a descriptive study that adopts the survey method, utilizing content analysis as the primary research instrument. The study sample consisted of 170 posts analyzed through a comprehensive census approach over a six-month period, from July 1, 2025, to December 31, 2025.
The findings indicate that the “audience needs” strategy ranked first among the persuasive techniques used in the “Asriflak” campaign on Facebook (28.1%), followed by the “appeal to incentives” strategy (21.9%), and the “appeal to authority and law” (20.1%). In terms of advertising content, introducing electronic payment services constituted the highest percentage (33.5%), followed by highlighting the benefits of using electronic payment services (28.8%), and presenting governmental decisions and regulations (14.7%).
The results further revealed that raising public awareness of electronic payment services was the primary objective of the campaign’s advertising content (30.6%), followed by building a positive mental image (20.6%), and influencing behavioral change toward electronic payment adoption (20%). Concerning information sources, experts and specialists ranked first (34.7%), followed by the communicator (32.4%), and official statements by public officials (18.8%). With regard to journalistic formats, the interview format ranked first among the technical forms used in the campaign’s Facebook posts (39.4%), followed by direct advertising text (28.2%), and citizen interviews (18.8%).

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Different viewpoints regarding the prevailing opinions and ideas among the Iraqi public concerning the perception of private higher education in Iraq varied from one individual to another within different groups. This reflects the diversity of opinions and perspectives among the various segments of Iraqi society regarding their view of private universities compared to public universities, which are the primary educational institutions in Iraqi society. The public's perception of private higher education differs significantly from that of public universities, as public opinion is a source of diverse opinions, aspirations, trends, and behaviors. This research aims to understand the formation of the public's perception of private education in Iraq after 2003, its sources, and its development, particularly in light of the decline in the capabilities and resources of educational institutions in this sector. The number of private universities has been steadily increasing since 2003, in response to the demands of the current era and the needs of Iraqi students. This growth aligns with the evolving educational landscape in Iraq, as evidenced by the adoption of a new educational policy that serves the public interest through a scientific and systematic approach. These universities offer modern and advanced teaching methods and resources, reflecting the information age, the advancements in communication technology, and the era of globalization.
The study aimed to:
1. Identify the nature of the mental image of private university education among the public in Baghdad.
2. Identify the important sources upon which the Iraqi public relied in forming their mental image of the reality of private university education.
The study reached several research findings that contribute to:
1. The perception of scientific research in the private sector remains negative or unconvincing among a large segment of the Iraqi public after 2003. The weighted arithmetic mean of (2.73) falls within the (neutral) category, within the range of (2.61) to (3.40), but leans heavily towards the area of disagreement. The percentage weighting was (54.6%), which is considered low on educational scales, reflecting a weak general conviction regarding the contribution of private universities to scientific research. Therefore, we observe that the largest category is (neutral), with a percentage of (34%) indicating ambiguity or a lack of genuine knowledge about the outputs of scientific research.
2. The statistical interpretation of item (18) shows that it obtained a weighted arithmetic mean of (3.52), placing it within the category, according to the five-point Likert scale, where anything above (3.40) is considered agreement. This means that the sample members tend to believe in the existence of administrative transparency.
Financial transparency in these universities was a significant factor, with a percentage weight of 70.4%. This is a relatively high indicator, reflecting a good level of confidence in the procedures followed within private educational institutions. The standard deviation of 1.30 indicates a moderate divergence in opinions, with 59% of the sample agreeing or strongly agreeing. However, 23% disagreed, suggesting that transparency may not be applied to the same degree in all the evaluated private.

This research aims to measure the level of awareness among the Iraqi public regarding news published on social media platforms as a source of information and the spread of potentially misleading news in the digital media environment.
This research is based on media dependency theory as an explanatory framework for the relationship between the medium and the receiving audience. It rests on the main assumption that increased reliance on digital platforms contributes to a higher level of exposure to and cognitive and behavioral impact from misleading news. This is coupled with the assumption of a potential protective role for media literacy among the public, which could contribute to reducing these impacts.
The research employed a descriptive-analytical approach and used a questionnaire as the data collection tool. Additionally, a five-dimensional scale was designed to measure the level of media dependency, the degree of exposure to misleading news, the resulting cognitive and behavioral effects, and the level of media literacy among the respondents.
The research concluded that understanding the dynamics of misinformation dissemination within the framework of media dependency theory is essential, as it provides a suitable analytical framework. It recommended integrating media literacy into school curricula and strengthening the presence of professional media institutions on digital platforms. Addressing the phenomenon of misinformation requires a comprehensive approach that goes beyond technical and organizational solutions to include enhancing media literacy and developing professional communication strategies capable of rebuilding trust between the public and media institutions.

This study aims to examine the news coverage of the floods in Jamjamal District on the Kurdish satellite channels, Rudaw and Kanal 8, by analyzing the coverage topics, news sources, media frames, and the nature of the news coverage, in addition to identifying each channel’s editorial stance in reporting the disaster.
The researcher employed a descriptive-analytical method and relied on the census technique, including all news related to the floods broadcast by both channels during the period from 10/12/2025 to 20/12/2025, resulting in the collection of 92 news items from Rudaw and 79 news items from Kanal 8.
The study reached several key findings, notably:
1. Humanitarian and relief efforts dominated the coverage topics on both channels, with some differences in the ranking of other topics such as governmental response and material losses.
2. Both channels relied heavily on their correspondents, official sources, and local authorities as the main sources of information, while the participation of affected citizens was relatively limited.
3. Relief and humanitarian frames predominated in the coverage, though their priority order differed between the two channels. The coverage was primarily news-oriented, with less emphasis on explanatory, awareness, and critical reporting.

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This study addressed the topic of algorithmic journalism and its role in reshaping the media structure amid the rapid developments in artificial intelligence technologies and algorithms within the digital environment. It aimed to analyze the impact of algorithms on media content production, news distribution, public opinion formation, and digital knowledge construction, as well as to examine their implications for journalistic practice, credibility, and media diversity.
The study adopted the descriptive-analytical approach through an electronic questionnaire administered to a sample of (120) respondents from both the public and media professionals. The findings revealed that digital platforms have assumed a pivotal role in directing media content through mechanisms of algorithmic personalization, which has contributed to accelerating news production and improving the efficiency of access to information. On the other hand, this development has raised a number of challenges related to algorithmic bias, lack of transparency, media security concerns, and the decline of diversity in viewpoints.
The study also confirmed that algorithmic journalism has become a major factor in redistributing power and knowledge within digital media, which necessitates the development of professional and ethical frameworks to ensure a balance between technological advancement and traditional media values.

This research aims to uncover the motives of blind people listening to digital radio and to identify the gratifications they obtain from it. This is achieved by conducting a survey of a sample of blind people in the city of Najaf and targeting them intentionally. The research seeks to determine the nature of listening associated with the use of digital radio by the sample, their exposure patterns, and the topics they prefer.
The research adopted the descriptive survey method using interview, questionnaire and scale tools, with the aim of measuring listening motives such as, following the latest news, entertainment, spending leisure time, promoting social integration, in addition to measuring the gratifications achieved, whether cognitive “acquiring information”, social “supporting communication and promoting belonging”, or affective “feeling pleasure and psychological satisfaction”.
The results showed that digital radio is a suitable medium for this group due to its technical characteristics. The most important exposure pattern was that the participants listened to the content alone to avoid distractions and focus on the audio, continuously via the internet. The content helped overcome boredom, fill free time, and pass the time for entertainment, while also achieving cognitive satisfaction, most importantly obtaining extensive information in the fields of health and education. The researcher recommended working to improve digital accessibility in various digital radio applications and platforms, and allocating programs and workshops for simplified digital training and guidance for the blind. The researcher also suggested conducting the research on a larger sample to broaden the scope of generalization by applying the study to samples from different Iraqi governorates, while comparing the results across local contexts.

Deepfakes are a modern AI-powered technique used to create highly realistic-looking fake images, videos, or audio recordings. Advanced algorithms are used to analyze people's features and voices, then reconstruct them in a way that makes it difficult to distinguish between reality and fakes. Although this technology can be used in beneficial fields such as cinema and education, it poses a significant risk when exploited to spread rumors, fabricate news, or violate individuals' privacy. This makes raising awareness about how to detect deepfakes essential in the digital age. This research aims to study the impact of deepfakes on the source verification skills of field journalists in Iraq by measuring their awareness of these technologies using a descriptive-analytical approach. The study found that the verification skills currently employed by Iraqi journalists to detect fake content are highly developed, with an overall average of (3.98) and a (agree) rating, with a standard deviation of (0.94). This indicates the presence of numerous verification skills currently employed by Iraqi journalists to detect fake content. The study also recommends establishing small operations rooms within news organizations, staffed with experts in digital media analysis, to provide immediate technical support to field journalists when they suspect fake content that requires examination beyond their human capabilities.

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This study examines the mental image of Iraqi women as constructed through social media platforms, focusing on the visual discourse presented on the Facebook pages Al-Iraqiya Huna and The Iraqi Women Network. It assumes that digital and visual content significantly shapes public perceptions while reflecting the communicative orientations of these platforms. The research adopts a descriptive analytical approach, employing quantitative and qualitative content analysis. Particular attention is given to symbols, colors, body language, camera angles, and accompanying textual elements. The study analyzes posts published between September 1 and December 30, 2025, to identify dominant representation patterns and determine whether portrayals are positive, negative, or neutral. It also compares the two pages in their visual framing and implicit messages. The findings contribute to understanding social media’s role in shaping perceptions of Iraqi women and provide insights for more balanced professional representation within contemporary digital communication environments in Iraq today specifically

This study aims to examine the effectiveness of social marketing campaigns in enhancing environmental awareness among the public, considering these campaigns as one of the most influential communication tools used to promote positive behaviors and guide audiences toward adopting environmentally responsible practices. The research employed the media survey method and collected its data through a field questionnaire administered to a sample of community members. The tool measured the level of exposure to environmental campaigns, the nature of the messages presented, and the extent to which these campaigns influenced environmental knowledge and behavior. The findings indicate that social marketing campaigns contribute significantly to increasing public awareness of environmental risks and encouraging responsible practices; however, their impact varies according to message quality, the suitability of the communication channels, and the credibility of the executing institutions. The study highlights the need to develop environmental social marketing strategies in Iraq to enhance message effectiveness and achieve sustainable awareness outcomes.

This study aims to investigate the role of artificial intelligence (AI) and its applications in the production of digital news media content. It also examines the audience’s awareness and perception of the credibility of AI-generated content compared to content produced by human editors. The study was conducted on a sample of 40 university students who follow sports news. Participants were presented with two media models covering the opening of the 25th Gulf Cup in Iraq. One model was generated using an AI program, while the other was produced by a human editor. The results indicated that the most prominent and effective applications of AI in the news field are automated conversations on websites and social media platforms, along with the ability to process large datasets. This was followed by facial recognition technology, with machine translation ranking fourth. The findings also revealed that the credibility elements of AI-generated messages published on the Al-Kass Sports Magazine website were ranked as follows: accuracy of classification first, followed by objectivity, then the separation of fact from opinion, fairness and impartiality towards different perspectives, and finally the quality of news writing.

In its contemporary form, media constitutes one of the most influential civilizational instruments for shaping collective consciousness and regenerating national identity within societies marked by multiple affiliations and diverse identity frameworks. Iraq, in recent years, has undergone profound political, cultural, and media transformations that have rendered the question of national identity increasingly complex and persistently contentious. Against this backdrop, the present study seeks to explore the ways in which Iraqi cultural television programs contribute to reinforcing national identity—particularly in the aftermath of the 2019 popular protests, amid growing societal polarization, the widening gap between state and society, and the unregulated proliferation of digital media platforms. The central research problem revolves around the extent to which Iraqi cultural television programs, during the period from 2020 to 2024, have fulfilled a formative and revitalizing role in constructing national identity. This is examined through their engagement with cultural memory, reinforcement of shared national symbols, and their ability to counter narrative ruptures in collective belonging. The study aims to analyze the cultural content presented in prominent Iraqi television programs, investigating their discursive structures, symbolic mechanisms, and representational strategies, while assessing the degree to which these elements align with Iraq’s contemporary socio-political realities. Methodologically, the research adopts a qualitative and analytical approach, integrating cultural discourse analysis with media criticism. A purposive sample of leading cultural programs aired between 2020 and 2024 on a range of Iraqi television channels (state-run, semi-official, and independent) was selected for detailed examination. The analysis applies a hybrid framework that deconstructs discursive and symbolic structures while interpreting their political and social contexts, offering a systematic reading of national identity representations embedded within. The study arrived at several key findings. First, most cultural programs revealed a partial and fragmented understanding of national identity, often reducing it to a nostalgic evocation of heritage without meaningful engagement with modern civic notions. Second, certain programs exhibited a tendency toward elitist cultural representation, thereby excluding broad social segments from cultural visibility. Third, some new television experiences succeeded in reactivating unifying national symbols and celebrated spaces, figures, and events with a comprehensive national character. Fourth, the majority of programs lacked a compelling visual narrative language capable of engaging digital audiences, limiting their real influence on public awareness. Fifth, independent programs demonstrated a relative capacity to transcend sectarian and political alignments, making them more effective in evoking a holistic national identity free from sectarian or regional fragmentation.

This study aims to examine the impact of artificial intelligence (AI) on the professional roles of journalists amid accelerating digital transformation. It explores how AI tools contribute to streamlining content production and organizing editorial tasks, without replacing the cognitive and human-centric functions fulfilled by journalists. The research further seeks to establish a theoretical and practical framework that identifies the new skills required by journalists to adapt to increasingly automated newsrooms. Employing a descriptive analytical methodology, the study relied on a structured questionnaire for data collection, and utilized statistical analysis through the SPSS program. Findings revealed that AI significantly enhances the speed and efficiency of journalistic work, yet cannot substitute the journalist in tasks requiring critical thinking and human context. The results also emphasized that journalists' future relevance depends on acquiring technical competencies such as data analysis and algorithmic literacy. The study concludes by underscoring the necessity of updating journalism education curricula to meet technological demands, and highlights the importance of balancing AI integration with the preservation of core journalistic values.

This research aims to understand how Zain utilizes Facebook not merely as an advertising channel, but as a strategic tool for building corporate reputation and fostering loyalty. Furthermore, the study seeks to identify the digital public relations (PR) mechanisms employed in marketing telecommunications services on Facebook, focusing on Zain as a large-scale service provider with a significant impact on the public.
The researcher analyzed the posts of the company’s official page, guided by the research problem, its objectives, and key questions. This study is categorized as descriptive research, employing a survey methodology and content analysis. It conducted a comprehensive census of all posts on Zain’s official Facebook page during the period from September 20 to December 20, 2025.

This study addresses a new phenomenon that has spread with the spread of modern technology, namely cyberbullying among children. Children now receive thousands of messages daily, each containing different ideas. This study examines the phenomenon of bullying directed within content aimed at children and sheds light on it. It is necessary to understand the concept of bullying, its causes, and methods of treatment. It is also necessary to raise awareness among individuals about it in order to raise their children's awareness and reduce it. This study aims to uncover bullying behavior on the internet and social media, or what is known as cyberbullying, which is an old behavior with new methods that have contributed to its spread with the widespread use of the internet. This study explores the forms and motives of bullying and the solutions that can be put in place to reduce this phenomenon, which has become a danger to children and adolescents, considering that this group uses the internet without being aware of its dangers

This study examines the role of public relations departments in Iraqi governmental institutions in formulating and organizing public policies amid challenges related to public communication and the legitimacy of governmental decisions. It assumes that public relations play a pivotal role in supporting policy making by enhancing government communication, improving institutional image, and conveying public opinion and societal demands to decision makers. Adopting an analytical approach, the study reviews key theoretical concepts of public relations and public policy and analyzes their interaction across the stages of public policy making in Iraq. The findings indicate that weak institutional integration between public relations departments and policy making bodies significantly limits their effectiveness and contributes to a widening gap between the government and the public. The study concludes that strengthening public relations functions can enhance policy responsiveness, improve implementation effectiveness, and reinforce the social legitimacy of governmental decisions within contemporary Iraqi governance contexts overall.

This research aims to identify the news framing used by Al Arabiya News Channel in its coverage of the American and Israeli war on Iran, determine the types and methods of news treatment employed by the channel, and analyze and interpret the visions, ideas, and stances presented by the channel through its "treatment style and presented framing." This descriptive research utilizes a survey methodology with both descriptive and analytical aspects. The scope of the research involved selecting (30) news bulletins broadcast by Al Arabiya News Channel between February 28 and March 29, 2026, encompassing (656) news items covering war-related topics. The research sample focused on the "main news bulletin," which airs at 10:00 PM, A purposive sampling method was adopted, employing a comprehensive approach to selecting all news bulletins. The researcher used a content analysis form as the methodological tool for analysis. The most prominent results were as follows: a high volume of news coverage focusing primarily on war topics; multiple elements of visual representation (the "visual equivalent") were used in the news bulletins, with "live footage" being the most prevalent; a variety of news techniques were employed, with "live coverage with field reporters" being the most common; military issues dominated the news bulletins analyzed; and there was a diversity of framing techniques used in the news, with "conflict" being the most prevalent, far surpassing other framing techniques, and "military operations" being the most prominent sub-framework, Al Arabiya channel also relied heavily on "analytical and interpretive treatment" in its coverage of the war, and in the result came close to the abstract "news" treatment. Finally, the "repetition method" topped the list of methods adopted in the news coverage of the war.

This study aims to examine the impact of advertising content created by digital content creators on tourists’ behavior through social media platforms. The research adopts a survey method as a descriptive approach, collecting data through an online questionnaire distributed to a random sample of social media users who are tourists, totaling 125 respondents during the study period.
The study revealed that celebrities are the most influential digital advertising content creators on social media platforms. Tourists prefer to follow advertising content on Facebook, as it is the most popular and widely used platform in Iraq. The results also indicate that tourists tend to follow content creators who possess extensive knowledge and experience regarding tourist destinations. However, some celebrity content creators and YouTubers engage in unethical practices, such as providing false or misleading information for financial gain and to increase likes and engagement, which negatively affects the value and image of tourist destinations.
Based on the respondents’ perspectives, the study concludes that advertising content creators are an important factor in attracting tourists. Therefore, it is necessary to pay attention to documenting travel experiences and providing appropriate technical and technological resources. It also emphasizes that tourism institutions and companies should collaborate with advertising content creators who possess knowledge, credibility, and persuasive abilities, regardless of their number of followers. Furthermore, content creators should address the emotional and behavioral influences on tourists, not only the cognitive aspects, in order to better appeal to their preferences and motivate them to visit tourist destinations. Finally, the study stresses the importance of maintaining trust, credibility, and objectivity when presenting and promoting tourist destinations.