مطالب

This study explores the foundations and principles of popular governance in the Alawi discourse, with a particular focus on the political thought and practice of Imam Ali (AS). It argues that Alawi political theory emphasizes active citizen participation in decision-making, implementation, and oversight. Imam Ali (AS) considered government a divine trust, whose legitimacy is contingent upon public acceptance and consent. Core principles of this model include justice orientation, transparency, consultative governance, accountability of rulers, and the protection of human dignity. Within this framework, the people are recognized not merely as the "Pillars of Faith" and "God's Family," but also as holding a pivotal role in the formation, administration, and supervision of government. The study further suggests that revisiting the political legacy of Imam Ali (AS) can provide valuable insights for contemporary political systems seeking to develop indigenous models of popular governance that combine divine legitimacy with popular approval. Such a model has the potential to address the needs of modern Islamic civilization and to serve as a normative basis for effective governance in Muslim societies.

Background: As companies are increasingly committed to sustainability practices in all their activities, they also have the increasing opportunity to communicate it to strengthen the brand through various means. One of them is undoubtedly represented by social media.Aims: This paper examines the communication of fashion sustainability through social media, and in particular its visual dimension, by undertaking a content analysis of over 600 Instagram photos of two Tunisian brands that are visibly exposed on the sustainability front.Methodology: Statistical analysis of this communication based on image, caption and hashtag is used to provide interesting insights into the elements that underlie effective online sustainability communication and, more specifically, on visual social media. Three theories are used to explain this topic namely Speech Act Theory, Color Theory, and Technology for Environmental Action Model (TPAM). Nine themes related to sustainability and fashion were extracted from the images of two sustainable brands “Shab Kids”, “Triiiza” and “Tommy Hilfiger” accompanied by their captions and hashtags.Finding: Our findings contribute significantly to understanding the elements used in visual communication of sustainable fashion brands on social media. For brand-generated content, we selected two eco-responsible Tunisian brands elected by “ileycom” (online marketplace) that declare themselves sustainable and are known in the fashion industry and among consumers for their orientation towards sustainable practices. Sustainable brands engage consumers in a conversation about sustainability, which can strengthen brand identity and create an emotional connection with the audience.Conclusion: It is essential for brands to communicate sustainability while taking full advantage of social media platforms like Instagram. Our study analyzed various communication elements on Instagram such as single image, multiple images, hashtags, and captions.