The Cost of Belonging: Exploring Conformity in Egypt’s Collectivist Society ...Egypt

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The Cost of Belonging: Exploring Conformity in Egypt’s Collectivist Society
Snapshot from Mobinil’s 2012 Ramadan music video “Dayman Ma’a Ba’ad” When the Mobinil ad “Dayman Ma’a Ba’ad” (Always Together) debuted in 2012, it achieved unprecedented success. The adoption of themes of community, sharing and unity quickly became a sensation in Egyptian TV marketing, inspiring other companies to follow suit and transforming the industry. Rooted in its opening line, “ashan lazem nekun ma’a ba’ad” (because we must stick together), the ad celebrated Egyptian collective bonds: the Nile delta farmers’ willingness to share both joy and adversities, the Mediterranean sailors’ endearing hospitality, the unwavering unity among the Sinai Bedouins, and other heartwarming instances o

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