Celebrating our students’ research journeys

Each year, our master’s students defend research theses in humanities applied to communication, marketing and media, drawing on rigorous academic methods over many months of work. This year we are proud to highlight four projects that exemplify how research can illuminate the rapidly changing societies we live in. These theses were supervised by Dr. Ivana Beveridge and supported by Dr. Hécate Vergopoulos, Dr. Sophie Corbillé and Dr. Karine Berthelot-Guiet with CELSA.

At the heart of these projects lies a shared ambition to understand how people make meaning in a world shaped by digital media, cultural globalisation and evolving social norms. Whether examining why we press the “share” button, how Ramadan is reframed in a multicultural marketplace, how Emirati values are transformed across generations, or how gifts “speak” across cultures, our students demonstrate that research is deeply rewarding.

Why we press “share”

Thesis titled Why People Press the Share Button: A Comprehensive Study of Drivers behind Online Information Sharing and the Role of AI was defended by our students Mies AlZoubi, Amna Alaidaroos and Mohamed Abdelaal, exploring why people choose to share information online and how emerging technologies influence these decisions. They combined qualitative interviews and a quantitative survey to investigate the personal, socio-cultural and technological factors that shape sharing patterns in the UAE.

Their findings suggest that online sharing is far from a neutral or purely rational act. It is a deeply personal expression of identity and belonging, guided by values, cultural connections and a sense of responsibility. Sharing becomes a way to feel part of a community and to maintain relationships. Reposting a link, forwarding a video or sharing a meme can fulfil a deeper social need rather than simply broadcast information.

The research also points to a maturing digital culture in which many users actively verify information and value credibility over virality. Participants described a growing awareness of how platforms and artificial intelligence tools shape what is seen, believed and passed on. Rather than chasing likes at any cost, they increasingly seek what the authors describe as credibility driven social capital, where digital responsibility and trustworthiness matter as much as visibility. This work opens important reflections for communicators, educators and policymakers who wish to encourage more ethical and reflective engagement online.

Ramadan in a commercial age

The second thesis, Beyond Faith: How Commercialisation Reframes Ramadan in a Multicultural Society was defended by Noura Abdelmoneim, Sheikha Aljneibi, Ola Qeshta and Deena Qassem, combining interviews with ethnographic and netnographic observations to analyse how the commercial landscape is reshaping the way Ramadan is experienced in the UAE. The authors followed the holy month in public spaces, commercial environments and digital platforms to understand how spiritual and market logics intersect.

Their research reveals that Ramadan is increasingly lived as a hybrid period in which prayer, reflection and charity coexist with intensified consumption and branded campaigns. Promotions, themed events and social media content contribute to making Ramadan more visible and accessible in multicultural settings, allowing non Muslims and expatriates to participate through shared practices such as communal iftars and public festivities.

At the same time, participants expressed concerns about excess, distraction and the risk that commercial narratives might overshadow the spiritual heart of the month. Their thesis looks beyond binaries and frames commercialisation as a double edged mechanism: it can foster inclusion and cross cultural understanding yet may dilute authenticity when market logics dominate. This work provides valuable insights for brands, institutions and policymakers seeking to engage with Ramadan in ways that respect its religious significance while recognising its evolving social role.

Keeping up with cultural paradoxes

The third thesis, Transformation of Emirati Cultural Values in the Era of Globalisation: Keeping Up with Paradoxes was defended by Alaa Mohammed, Ting Sun, Jianchao Liu, and Muhammad Jawad Soufiane, using in depth qualitative interviews to examine how Emirati cultural values are negotiated across generations in Abu Dhabi. They applied a dynamic framework for cultural analysis drawing on a paradox-based approach, and focused on how seemingly opposing elements coexist, interact and shape everyday life, not as mutually exclusive but complementing one another.

Their analysis identified several tensions including modernity versus tradition, social media as both opportunity and threat, collectivism versus individualism, gender equality versus traditional gender roles, and simplicity versus a more performative culture. Rather than treating these as simple clashes, they show how younger and older participants navigate them contextually, sometimes embracing global influences while reaffirming local norms, and sometimes reinterpreting tradition in creative ways.

Their study offers a nuanced picture of a society that neither rejects globalisation nor simply imitate or absorbs it. Instead, local cultures adapt, resist and hybridise, producing new forms of Emirati identity that are attentive to heritage yet open to change. Their thesis contributes to broader debates on how cultures maintain coherence in an era of accelerated connectivity, and how paradoxes can become sources of resilience rather than crisis.

The language of gifting across cultures

The fourth thesis titled The Language of Gifting: Arabs & Chinese was defended by Maha Almessabi and Zitong Yan and it investigated how gifts function as a subtle language of communication in Emirati Arab and Chinese cultures. Drawing on qualitative interviews, they explored how gifts convey both direct and indirect meanings, reflecting personal values, social expectations and cultural norms.

Their research shows that in both contexts gifting is far from a simple transaction. Choices of object, timing and context are shaped by traditions, social hierarchies and unspoken rules, especially among members of Generation Z and Generation X. A gift can express respect, gratitude, obligation or affection, but it can also signal status, negotiate distance or repair a relationship.

Their thesis highlights both convergences and differences in how people use gifts to manage social relationships. It underscores the importance for individuals and organisations, particularly in business and diplomacy, of recognising the layered meanings that gifts carry. Misreading this language can lead to misunderstandings while mastering it can strengthen trust and collaboration across cultures.

Research as self discovery

What unites these four projects is not only their academic quality but also the personal journey they represent. For our students, writing a thesis is more than fulfilling a formal requirement or adding a line to a CV. It is an extended exercise in curiosity, critical thinking and perseverance, during which they learn to listen carefully, question assumptions and articulate their own voice as emerging researchers.

As supervisors, it is always rewarding to see thesis work evolve from an initial idea into a fully developed study that speaks to real issues in society. It is even more rewarding to witness how, through this process, students come to see their own experiences, cultures and digital environments with fresh eyes. In that sense, every thesis is both a contribution to academic knowledge and a path of self discovery.

When we celebrate their achievement, we also reaffirm our belief that research in communication, marketing and media is indispensable for understanding the worlds we inhabit, and for imagining thoughtful, inclusive and responsible futures.