The Pawn


“Are you the puppeteer or the puppet on the string?”


Happy 4th of July.




In light of the great Martin Luther King, Jr. and his revolutionary humanitarian efforts, I would like to take a time to pause and see how much we have advanced as a race since the Civil Rights movement. I would like to invite and ask yourself, “Who am I?”

I love to consider myself Mexican-American. I love my Mexican heritage, color, culture, norms, people. And I love the comforts of living in the United States.

At the same time though, I can’t truly relate with Mexican natives because we lived and live two completely different lifestyles. To them, I’m a gringo…a privileged folk who has it easy, who got lucky.

Well, maybe I can relate better with the White “American” people. Oh, wait…what? I’m just a beaner, wetback, border-hopper? I’m only supposed to amount to cutting grass and working in the fields? That’s all I’m good for? I see.

I’m not from here, I’m not from there. “Mexican” is not even considered a race/ethnicity in America, but when it’s valuable to the rich man…”yes, he’s one of us.” How can we turn a blind eye to this and other issues of the world? How can we pretend this atrocity is not happening and be happy? Why are we NOT given the choice to nurture our roots, but instead have an agenda constantly pushed on us…but instead made fun of in the media? How can we allow our heritage to slowly erode…especially while we are still being discriminated against? I don’t understand. Maybe I never will.

Freedom for all or freedom for no one.

Young Digital World


Egypt’s youth is undergoing a technological revolution. Much of this youth’s free time is spent on the Internet seeking entertainment, a partner, or how to organize against its government.


Thus, since the Egyptian youth is our target it is only poetic justice we meet them halfway: the Internet. Establishing a well-organized e-customer relationship management (e-CRM) sector would benefit LIFESAVER and its target market. Here’s why:

An e-CRM organization allows the company (in this case, LIFESAVER) to better manage and provide higher quality customer interactions with its target market and potential buyers. Furthermore, this type of infrastructure would facilitate LIFESAVER to put-forth engaging messages that the target audience find valuable.


For example, LIFESAVER could invest in a social media campaign with the objective gaining key customer insights to then establish a relationship with the clientele and tailor the company’s services and products accordingly.





It’s been established in my previous blog entries a lot of people in the world as worse off than others. Much of the tip in the scale can be attributed to the marketing strategies implemented in various cultures and societies in pursuit of a business’s ultimate goal: profit.

It has also been established Egypt is in the midst of many crises; revolution, poverty, pollution. With that in mind, as a marketer, what strategy can one apply to – 1. Help a country in need 2. Be effective 3. Do so in an ethical manner.

So, what do we know so far about the youth in Egypt? Well, we know most the youth in the country is poor, we know most of them are political activists, and we know western culture has been playing a significant role in the shaping of their identity.

Now we mesh all of those characteristics together and what do we get? We get a youth culture hungry for change using what’s most prevalent in today’s world: technology.  Therefore, integrating a social media campaign into LIFESAVER’s e-marketing strategies, statistically, shows to be a very viable option in creating and extending opportunities in engaging prospect customers. Building LIFESAVER’s social media presence would help humanize the brand, build integrity, and turn those prospect customers into buyers.

An integrated e-marketing strategy would also allow opening new markets and increase active demand. This is vital in Egypt because the poverty rates are so high; the lower-classes are going to need help from prosperous companies (or government) in helping get the product into their hands.

Again, the e-marketing strategy must be designed with the customer in mind; how is one going to attain high engagement from the customer in a manner that is educational and empowering? More so, attempt to gain the attention of wealthy individuals (or corporations/governments) to help in the cause. Unfortunately, money makes the world go ‘round and capital will be necessary to help pull these poor individuals out of the “quicksand.”

Nurture PlantSource:


Contemporary Egyptian Youth Pop-Culture


Identity is about having a sense of belonging; it has to do with commonalities and differences with one another; it is about the principles we share and contradict with our ancestors. Identity gives one a sense of placement, the stability necessary for an individual to feel visible. Egyptian youth is undergoing an identity crisis. There is a struggle between tradition and modernity in contemporary Egyptian youth. This leads to confusion within the youth of their traditions and distorts what makes up popular culture today.


A lot of this blurring can be directed to the increasing availability of the Internet and social media (Facebook, YouTube, Twitter). The Internet has become the major platform in Egypt’s youth today: from how they express themselves to entertainment. Take, for example, the revolution going on as we speak. The youth is using this commodity to counter Egypt’s security forces and enhance, exponentially, their communication. The power of the Internet and social media within the youth’s fingertips was growing so fast, so quickly the President of the Egypt had to shut it down in fear of more riots and uprisings. When not concerning of revolutionary war, most of Egypt’s youth uses the Internet to interact and establish relationships with the opposite sex.

Mideast Egypt

Television is another form of entertainment highly used in Egypt’s pop-culture. Egyptian television is the most watched media, not only Egyptian youth, but in all of Arab culture. Egyptian cinema is also leader within its region; its annual Cairo International Film Festival is a great example of that (initiated in 1976). The increase in popularity is so great from the youth, it has surpassed revenues from Egyptian films (50 million) compared to American or Western films (10 million).


 Egyptian music has also taken a swift turn in modern times. Music in Egypt has always been a vital part of its culture. However, since the beginning of the 20th century, western traits have been incorporated into Egyptian music (instruments like the piano and violin). Most of the 20th century, classical pop music held the title for most popular musical genre. Here is an example from this era’s most popular classical singer, Um Kulthoum. However, contemporary Egyptian pop music have since taken the throne, especially in the eyes of its youth. Here is example of a pop song beloved in Egypt by its youth.


It’s evident globalization is highly impacting Egyptian culture, particularly its youth. Technology has opened the youngster eyes to the world and have since began to integrate characteristics from all parts of the world to formulate their own version of their identity. How ever misplaced it may be, social media is playing a major role in these young individuals daily lives and are using it to shape their own popular culture.