ALBAHITH ALALAMI

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.

This research aims to identify the media treatment methods employed by the semi-governmental Iraqi newspaper, Al-Sabah, regarding the Saudi-Iranian relations file, as it helps to understand the official Iraqi stance on this issue and its orientations towards it.
The research relied on content analysis by analyzing 15 issues of Al-Sabah newspaper using a content analysis form. The form was constructed based on the method of "What was said?" and "How was it said?" through analysis categories that describe the shape and content of the news and the trends it aims to generate among the receiving audience.
The research concluded that the media treatments conducted by Al-Sabah newspaper regarding the Saudi-Iranian relations file depended on presenting news related to this file in the form of an article supported by an illustrative image. It also relied on presenting news with emotional appeals, in addition to a consensual approach that seeks to bring the viewpoints of the two countries closer.

The research aims to study the employment of Iraqi news agencies on social media platforms in news production. The research is classified as descriptive research, and the descriptive-analytical survey method was adopted. The comprehensive enumeration of news obtained through the social media platforms of Iraqi news agencies such as "Al-Ma’aloomah," "Baghdad Today," and "WAA" was conducted for only six months, from September 2022 to February 28, 2023. The research tool was a "content analysis questionnaire." The research reached the following conclusions: The three agencies under study relied to varying degrees on social media platforms for news gathering, with Al-Maaloomah agency being the most reliant, followed by Baghdad Today, then WAA agency. The studied news agencies relied on unofficial news sources produced by social media platforms, namely "explicit" and "implicit" sources. The news elements provided by social media platforms varied, with "written text" being the most commonly used, followed by "screenshot," then "image".

The research addresses the demagogic speeches of Iraqi political figures participating in the programs \"Al Haq Yaqal\" and \"Min al-Akhe\", analyzing them using one of the discourse analysis tools, namely the Argument Analysis Tool and Context Analysis. This research is classified as descriptive research, where the researcher relied on the survey method to conduct the study, employing both quantitative and qualitative analysis in examining the discourse. The researcher designed a discourse analysis form accordingly to obtain results, among which are: the emergence of the political argument category as a primary category adopted in the discourse, with the crisis of government formation subcategories dominating. This is because the analyzed period coincided with a significant political crisis, namely the government formation crisis, which was also evident in the context analysis.

Foreign films are one of the most important media tools used by advertisers to promote a specific idea or goal through the propaganda methods employed in foreign films aired on television. The researcher employed a content analysis method to achieve the research objective. The research sample consisted of 30 American-produced films, which topped the global list of best films, known as the Box Office list. The researcher reached several conclusions, including: The use of pathos or emotional appeal is the most prevalent, followed by the emergence of display or transient advertising methods in film content, and then gradually followed by other methods according to their classification. It was noted that the total number of appearances of the combined propaganda methods was 1834 repetitions, which is a clear indication that American foreign films use propaganda methods to convey advertising messages that serve the goals of advertisers.