(MENAFN - The Peninsula) The Peninsula
Doha: Media issues in the Middle East, including the digitisation of regional advertising and understanding the media and culture in the region, along with and a study of the evolution of American animation, are the subjects of three new books that have been written and edited by Northwestern University-Qatar (NU-Q), faculty.
'These books document a transformative and dynamic period in the media, particularly the Middle East. As a leading media and communication school in the region, it is imperative for our faculty, and students alike, engage in intellectual inquiry and contribute to literature and research on these topics and beyond, said Everette E Dennis, Dean and CEO.
Ilhem Allagui, a strategic communication professor at NU-Q, has authored Advertising in MENA Goes Digital. The book explores the evolution of advertising practices as agencies adopt a more digitalised approach and steer away from more traditional outreach efforts to social media and the web. Her book analyses case studies on marketing in the pan-Arab market — both regional and global brands — including Procter & Gamble, Olay, Vimto, and MTV Arabia.
'Advertising in MENA goes digital sheds light on the evolving advertising industry in relation to its contextual environment. The book explores the ways communication technologies, social media and mobile have shaped marketing communication solutions created for local and global brands, said Allagui.
A professor of communication who is also an expert on Arab television and programming, Joe Khalil, is a co-editor of Culture, Time and Publics in the Arab World: Media, Public Space and Temporality, which provides readers with a new way of exploring and understanding Arab culture and society through the analysis of real-life occurrences that shape Arab societal structures and experiences.
Animation, which was edited by NU-Q Communication Professor Scott Curtis, features a collection of essays that provide a succinct history of animation from its beginnings to the present day.