How Humanities Students Became Media Analysts and Brand Strategists

When people think about degrees such as Sociology, Philosophy, or History of Art, they often imagine students analysing texts, debating ideas, exploring historical and cultural questions or curating museum collections. What they may not immediately picture is those students conducting media analysis, evaluating global entertainment phenomena, developing branding strategies, designing communication campaigns, and creating entirely new startup ideas. Yet this is exactly what our bachelor’s students did successfully in their recent Communications course.

Our undergraduate students from social science backgrounds were challenged to step outside their traditional disciplinary comfort zones. They did not remain within the familiar territory of theory and critique but were asked to engage with real-world communication challenges that required analytical and creative thinking. The result of their work was a demonstration of the value of interdisciplinary learning.

Dr. Claude Vishnu Spaak, Head of SUAD’s Philosophy and Sociology Department said: “One of the strengths of our Sociology and Philosophy programs is that students learn to analyse complex social and cultural phenomena, question assumptions, and communicate ideas clearly. They are trained to think critically about culture, society, identity, and behaviour. It is rewarding to see students apply those skills beyond their traditional disciplines. Their work reminds us that a strong foundation in the humanities and social sciences equips graduates to understand the world around them and to engage with it creatively and responsibly.”

We also spoke with Dr. Rose-Marie Ferre, SUAD’s Head of Archeology and History of Art Department, who offered additional insight into the important role of humanities in today’s world: "The Humanities should never be understood as disciplines disconnected from the contemporary world and challenges. History of Art, in particular, teaches students to analyse images, signs, narratives, institutions, and systems of value, in other words, many of the mechanisms through which contemporary societies communicate and construct meaning. Academic expertise is a genuine added value in today’s world, precisely because it provides the critical distance and contextual understanding needed to engage meaningfully with increasingly complex professional environments. Seeing our students apply this intellectual framework to media, branding and strategic communication demonstrates why interdisciplinary education matters: it allows them not just to interpret the world, but also to imagine and shape new ways of engaging with it"

Making Sense of Global Media Influence

The first assignment challenged students to critically analyse how media content travels across cultures, audiences, and markets. The students selected examples ranging from films and television series to emerging digital media phenomena, and drew on theories of globalization, audience reception, media influence, and cultural representation.

Danah Alkhaaldi examined City of Life, exploring themes of globalization, media representation, and the role of media in portraying multicultural urban environments. Alyazia Alharmoodi, Alyazia Bani Ammar, Mouza Alblooshi, and Noora Alsuwaidi analysed Alwarabi School for Girls, through discussions of cultural representation, historical context, and the ways local stories can resonate with wider audiences.

Fatima Almazrouei explored a globally recognized film centred on fashion, identity, and cultural representation, applying concepts such as cultural imperialism and audience reception to understand how media content can generate different meanings across cultures. Khadija Alnuaimi analysed One Battle After Another, examining themes of activism, skepticism, and public discourse in contemporary media narratives.

Technology and digital culture also featured prominently. Mayson Genin analysed the Black Mirror episode Nosedive, using media framing and cultivation theory to examine how media representations influence public perceptions of technology, social media, and reputation systems.

Students also engaged with emerging global media industries and entertainment trends. Iaroslav Listov explored esports as a global media phenomenon, combining industry statistics, media theory, and cultural analysis to investigate audience participation, media ownership, and cultural hybridization. Ibrahim Malik analysed Megamind, bringing together media studies concepts, semiotics, and philosophical perspectives to examine parody and cultural storytelling.

Maitha Alhammadi, Meera Alriyami, and Shahd Almansoori explored Lemonade, critically discussing cultural identity, globalization, and hybridization across media genres. Samira Suleiman analysed Squid Game, examining its worldwide popularity, cultural impact, and role in expanding the global visibility of Korean popular culture.

Building Brands for Real-World Challenges

The second assignment moved students from media analysis into the world of branding and strategic communication. Students were asked to identify a market opportunity and develop a complete branding concept, including brand strategy, positioning, messaging architecture, and content planning.

Danah Alkhaaldi developed Mood Mirror, a technology-based concept designed to address emotional wellbeing through innovation. Alyazia Alharmoodi, Alyazia Bani Ammar, Mouza Alblooshi, and Noora Alsuwaidi created “Veolocity”, a modest activewear brand that combined strong visual identity, audience insight, and strategic positioning to address a growing market need.

Fatima Almazrouei created “VogaCloset”, a fashion-focused platform that explored the relationship between identity, symbolism, and consumer culture. Khadija Alnuaimi created “Chess Lead”, an educational platform designed to make chess learning more accessible through clear positioning, audience segmentation, and communication strategy.

Mayson Genin worked on a original concept of UniWell, a student wellness platform positioned as a daily wellbeing companion, demonstrating how branding can address contemporary social challenges while maintaining a clear value proposition.

Drawing on their interest in philosophy, Iaroslav Listov and Ibrahim Malik created “The Hypatia Society for Open Inquiry (HSOI)”, a unique nonprofit initiative designed to promote philosophical discussion and public engagement, especially amongst highs school students. Their project demonstrated how intellectual and cultural ideas can be translated into a compelling brand identity.

Maitha Alhammadi, Meera Alriyami, and Shahd Almansoori developed local branding strategy for Sacred, a cosmetics concept that successfully combined scientific innovation with cultural heritage, demonstrating how branding can bridge tradition and modernity while creating a distinctive market position.

Samira Suleiman developed “Responsible Rehoming”, a social-impact initiative focused on animal welfare and adoption awareness. The project highlighted how branding and communication strategies can be used not only to promote products and services, but also to address broader societal challenges.

This course reflects our broader commitment to interdisciplinary learning and real-world application. These projects demonstrate how students from different academic backgrounds can successfully engage with media analysis, branding, and communication while bringing unique perspectives from their own disciplines. Their work serves as a reminder that some of the most interesting ideas often emerge at the intersection of different fields of knowledge.