5 Jan

We hope that you enjoyed our posts .. Thank you everybody for your participation , your thoughts, feedback and comments really helped us to come up with new ideas ..



Alia & Mariam 😉

The Power Of The Celebrity

5 Jan

In our previous posts we discussed the influence of celebrities on Honor-shame and guilt-innocence cultures, but if we ask ourselves why they are so influential?? Why do they have the ability to affect us?? Why do they contribute in shaping our identity?? Simply the answer is because they have the POWER to do so.

So what does celebrities’ power mean?

Celebrities’ power is the strong influence or affect that they have on people because of the status they got from media’s attention. Celebrities have more power than normal people and it is that power that allows us to be affected by them. Mass media has increased the exposure and power of celebrities on us, and defiantly most celebrities have bad and good influential power on us.

How ??

First, the Good Power: Celebrities can have a good or a positive power on us when they appear at charity events, public relations functions or in various advertisements. For example, Oprah created Oprah’s Angel Network to encourage people to make a positive difference in the society and people’s lives. In addition she helped design and signed a pair of shoes for the Stuart Weitzman charity shoe auction benefiting ovarian cancer awareness and research” (Oprah’s Charity Work, Events and Causes, 2009). In addition, there are many examples of celebrities who have positive power on their societies, such as:

  • Angelina Jolie: who adopted a bunch of kids and she regularly participates in a number of humanitarian events.
  • George Clooney: Worked with his father to produce a video about the crisis in Darfur. He’s trying to get other people – and the U.S. government – involved in helping the Darfurians out.
  • Brad Pitt: Helped raise money to build nice, attractive houses that people actually want to live in, in New Orleans, replacing homes that were destroyed by Hurricane Katrina.

Those are just a few examples of celebrities who have a power to make the world a better place. And the thing is, because of their status as a celebrity, people can actually listen and admire them. We believe that some celebrities have a bad power by breaking laws and involving in dishonor activities. But, they’re also involved in a lot of positive activities as well.

Second, the bad power: Celebrities also have negative power on us .This is not inherent to the idea of celebrity or fame, but instead related to how those who have such fame choose to utilize it. Many celebrities involve in disgrace practices, such as drug use, relationship failure, psychological issues and these behaviors empower the youth to behave badly in the society. For instance, Paris Hilton is weighing in at less than 115 pounds which is subconsciously telling girls that being overly skinny is normal and desirable. In reality, being too skinny can be bad for your health or can lead to anorexia or bulimia and could put you in the hospital. Other examples of celebrities’ bad power are:

  • Britney Spears : shaved her head and pretty much did everything she could do to get as much attention in the media as possible.
  • Nicole Richie : and the supermodel
  • Kate Moss : had being arrested for cocaine addiction.
  • Tiger Woods : and his sex scandals.

Check out the link below, it has many views about this topic 🙂


  • Kane, R. (2008). Marketing: Changing concepts in a changing environment. Brisbane: John Wiley.

Embracing Masculine Identity and Eliminating Feminism

5 Jan

As a continues to the previous post where we discussed different cultural dimensions and how these dimensions are linked with the individuals behavior, we will talk more about the negative influences of celebrities on individuals’ identity. We will spot the light on the females’ category, discussing the TOMBOY issue that considers one of the problem that threaten the Arabic-Muslim society in general and the gulf society in particular. As we know that celebrities have its effective impact on people identities; especially their fans and how these influenced people define and express themselves in their society.

Celebrities have their influence on the way we live, dress, act, and behave and because they are celebrities they have the power in somehow that makes them ambassadors of the society they are from to the rest of the world. However, some Hollywood female celebrities embrace certain identity or character that is accepted in their society of who they are. The “ TOMBOY” identity is one of the identities that is accepted in the western cultures and have it rights, however, this consider an issue and dilemma in Arabic societies specially in the Gulf region where this phenomenon started to grow among the teenage girls and  some women.

  • What is a TOMBOY ?

Tomboys described as girls and women who avoid femininity, have masculine interests, and exhibit some characteristics and behavior such as wearing of typically masculine-oriented types of clothes and engaging in games and activities that are often physical in nature, and which are considered in many cultures to be the domain of boys.

  • Not Accepted!

Embracing the Tomboy identity is not accepted in our culture context because it is an Honor-shame culture. For example, most tomboys in our society feel uncomfortable of embracing such identity because they know that they won’t be accepted among their family and society. This is because it considered a shame or a dishonor in their culture.  Moreover, they will only have the space and the freedom to express and act socially within the group that believes in such identity or with other tomboys they know. Most people in the Gulf region perceive tomboys as girls who suffer from Schizophrenia which is a psychotic disorders characterized by distortions of reality and disturbances of thought and language and withdrawal from social contact. Therefore, tomboys face many difficulties to be socially accepted in the society and shape the identity they embraced. Most of tomboys in our society have two identities, one they can show up with among their family and society, and the other hidden one they cannot face the society with it. Mostly, tomboys seen in schools, universities and girls gathering, where they can practice their behavior and show the masculine side.

Many girls admire tomboys’ celebrities and try to imitate the way they dress and behave and such celebrities are:

The pictures below shows  Tomboys from the Gulf region


What do you think of these girls who choose to live with this Identity ??

Cultural dimensions & Identity

19 Dec

To continue what we have started about embracing the Celeb’s Identity, we found that each culture has different degrees or levels of accepting new identity that differs from the culture itself. In another words, some cultures give their individuals the freedom to embrace or fit in any identity they find themselves in, whereas on the other hand some cultures have limitation and boundaries that prevent their individuals from crossing over.

We are going to discuss these cultural dimensions from different angles like:

1- Guilt vs. innocence

2- Honor vs. shame

People behave and express their identity according to their cultural background. For example, in a guilt-culture an individual will defend his innocence even if everyone else is blaming him (Kim, 1994). Whereas, in an honor-shame culture, people can bring shame even if they are not guilty because honor and shame are more important than laws and rules in their culture (Kim, 1994).

In another words, in honor-shame culture an individual can be guilty for running away from his culture identity even if he didn’t break the law, but because he brought shame to his family he will consider guilty. For instance, According to Alwaam news paper, a Saudi guy (Hisham) had been arrested in Riyadh on charge of imitating Nancy Ajram (Lebanese singer) and the sharia court accused him of his tendency for imitating females which considered (Haram) and illegal in Saudi culture.

Most Saudi people blamed Hisham for dressing up, talking and walking like females and they demanded the government intervention to protect the Saudi Youth’s identity. Although he is not guilty for breaking any law, the fact that the Saudi Arabia is honor-shame culture the people believe that shame brought guilt and fitting themselves in different identity bring shame and dishonor to the family and society.

On the other hand, Hisham tried to defend his innocence by emphasizing that he shaped his identity by imitating and admiring Nancy which is not guilt as he claimed. He also stated that he has the full right to fit himself in any identity shape. Although his family is not satisfied about his beliefs and behaviors, they support him to win the lawsuit (Alwaam-Riyadh).

Whereas on the other hand, guilt-innocence culture US and Thailand don’t even care about changing the individual’s sex and embracing another identity, because they believe that every individual has the right and the freedom to dress, behave and shape his identity the way he desires. Therefore, in this case Hisham will not be guilty nor shame because defending that he didn’t break the law in the court will make him innocence.

These variations in cultural dimensions might cause (Fundamental Attribution Error) which means that you explain your own action because of certain circumstances while others behave in same action because of personal or cultural background, so we can apply this theory in our case study where people from some western culture can accept changing sex and identity whereas some people from Middle East will consider it shame and guilt.

SHARE US . . We are waiting for your comments 😉

Source: KIM, TRIADIS, et al (1994) Individualism and Collectivism London: Sage Publications

Embracing Celeb’s Identity

19 Dec

There are many factors that affect people’s identity, such as parents, religion, culture, environment, and media. People also shaped their identity when they understand right from wrong. Everyone has his own identity and nobody has the same, nobody put it there and nobody can take it out. Everyone in this world has a different identity because they all make their own over the journey of their life.

Identity could be the way we look, the way we dress, the way we behave or it could be many things we put together to shape our identity. The Identity is a part of our being and It guilds our decision-making, our thoughts, ideas, and dreams. You may think that imitating the celerity’s ways of dressing, looking, or even thinking is something terrible while someone else does not even care because everyone has his own identity and personality, and everyone feels, acts, thinks, and dreams differently.

People’s identity is developed and affected by their surroundings, such as celebrities in advertisements and media. Therefore, some of these people who don’t have a strong or fundamental basis of identity face clashes between their own identity and the identity of celebrity they admire. This Identity conflict begins within a person and starts by a little mimicking or imitating for a certain celebrity, and then it expands to reach a level of identity embracing.

For example, when an Emirati young lady admires lady Gaga, she starts listing to her music, watching her clips and then imitating her ways of looking and dressing. This kind of imitation might expand a bit by drawing a weird tattoo in her back or turning her black hair to a white blonde hair. Then she might go beyond boundaries and demand more to be like lady Gaga, so she will go through several plastic surgeries to look like her role model. In a certain point, the Emirati young lady will face difficulties to detach from lady Gaga’s identity and she will go far away from her Emiratines identity. After reaching a peak she will ask herself where am I ?? . Am I Emirati lady??  Or a smaller illustration of the American lady Gaga??  She lately might recognize that she went away from her family and culture identity. We are not saying this is right or wrong because as we mentioned above everyone has his own personality, way of thinking and way of shaping his own identity??  We are not going to talk more since the pictures express thousands of words.

Here are some pictures of some people who went far away from their culture and family identity to be like the celebrities they admire.

A Kuwaiti guy imitates (Shima Ali, right of the picture) a Kuwaiti actress

A Saudi guy imitates (Nansy Ajram, right of the picture) a Lebanon singer

An Emirati guy imitates (Ahlam, right of the picture) an Emirati singer

A Kuwaiti young lady imitates (Lady Gaga, right of the picture)

An Egyptian women imitates (Marilyn Monroe, right of the picture)

And here are some pictures of young Arabs who try to mimic some celeb’s looks & styles

 So what do you think about embracing  the celeb’s identity???

 Do you like to be yourself or a copy of  someone else !?!

Who AreThe Most Influential !

19 Dec


Brand Ambassadors

5 Dec

Celebrities can be good brand ambassadors

According to marketing experts, celebrity branding is most effective when companies hire famous people whose personality and lifestyle actually match their products. Consumers are highly aware of how suitable celebrity spokespeople are to the products they promote (Harold, 2009). The companies who encourage their spokespeople to try their products to see their benefits, speak from their hearts about their sincere confidence in them, and really believe in what they are promoting are those that are usually the most successful in persuading global consumers to buy their goods.   Companies who have celebrities promoting their products especially these show sincerity in their public appearances; press conferences and marketing campaigns are those who often see the highest profits from the public (Harold, 2009).

  • Our recommendations to have effective celebrity branding

1-      Celebrity endorsements should provide a core message that represents the values and beliefs of the company and products they are promoting.

2-      Companies should focus on hiring celebrities who really believe in what they are promoting so they will become brand ambassadors rather than just paid spokespeople. For example, Michael Jordan, the basketball player has participated in Nike’s P.L.A.Y (Participate in the Lives of American Youth) advertisements to advocate the importance of helping to encourage the younger generation to participate in sports (Kang, 2006).

These are some guidelines for marketers to have effective celebrity branding; please share us to get more recommendations??

Kindly, Check the clip below .. Its one of Michael Jordan Commercials .. such an inspirational one !!  🙂



  • Harold, A. (2009). Modern Consumer Behavior. Psychology & Marketing, Vol. 21, Issue 2.
  • Kang, S. (2006). Nike Takes Chuck Taylors fromn Anti-fashion to Fashionista. Wall Street Journal.