Lebanon's Public Sphere: Persuasion through Passion?

With a team of local Lebanese media researchers, we analyzed a corpus of 156,148 words drawn from television, radio, print, and social media content published during the first quarter of 2025. The results show a media landscape where emotion drives persuasion far more than logic or evidence. On average, emotional content (Pathos) accounted for around 70%, while logic-based argumentation (Logos) made up just over 21%.

This imbalance shows a media environment where persuasion depends less on facts and more on emotional resonance. In a country marked by deep polarization, regional instability, and enduring feelings of insecurity, emotionally charged storytelling has become a primary tool for shaping opinion and mobilizing identity groups.

Public discussions in Lebanon often favor emotive narratives over structured reasoning. Rather than focusing on balanced argumentation or evidence, content frequently reinforces group loyalties and lived experiences. This makes public debate powerful, but also reactive.

In moments of tension or crisis, reasoned deliberation tends to give way to emotionally anchored narratives that validate collective fears and loyalties, leaving limited room for cross-group understanding.

In Lebanon, high-salience content - the kind that addresses the issues audiences care about most - is often found on social platforms, not traditional outlets. Emotional and identity-based messaging tends to dominate the online conversation, especially where mainstream institutions appear disconnected from everyday concerns. 

When it comes to influence and reach, television dominates. Programs like MTV’s “It’s About Time” and LBCI’s “Vision 2030” rank among the most influential, scoring more than four times above the national average. These shows combine large audiences, charismatic hosts, and dramatized storytelling, connecting strongly with fragmented publics.

Even online on YouTube and social platforms these programs retain their emotional immediacy and narrative power. Meanwhile, print outlets such as Annahar scored much lower. Their analytical, less emotive style and slower digital circulation reduce their visibility and impact.

Lebanon’s public sphere is vibrant but volatile. Emotional narratives drive engagement, but they can also deepen divides and crowd out fact-based discussion. As formal authority loses traction, influencers, journalists, and digital activists increasingly set the tone of national debate.

For democracy, this presents both a challenge and an opportunity. Building a healthier public sphere means finding ways to pair emotional connection with reasoned dialogue to ensure that what moves people also informs them.

One of the most revealing findings is the rise of journalists and independent creators on X (formerly Twitter). Figures like Radwan Mortada hold far greater influence online than traditional political leaders, including Samir Geagea or Prime Minister Nawaf Salam. Why? Two reasons:

• Partisan journalists use emotionally charged language and cultural symbolism that connects instantly with audiences.
• Politicians, by contrast, post in formal, measured tones, and informative but rarely mobilizing. 

The data shows that semi-formal communicators, who are emotionally fluent and digital-native, now outperform traditional authority figures in shaping public sentiment. Platforms like Megaphone exemplify this trend, blending civic content with the fast-paced, emotionally resonant storytelling that drives engagement.