About

- Research - Strategic Consulting - Lectures -

I am a Lecturer in the Department of Communications – Sapir Academic College, Israel, and a Ph.D. candidate in the Department of Communication – Faculty of Social Sciences, University of Haifa. I am passionate about the technology and innovation media representation process. My research seeks to examine the place of the technological idea in society – and it focuses mainly on media, marketing, and organizational prisms [Dissertation title: Diffusion of the innovation idea in the media: The coverage patterns of the technology industry in the Israeli press and the factors behind them since the establishment of the state until today (Supervised By Prof. Eli Avraham and Dr. Moti Gigi)].

Moreover, I am a Ph.D. fellowship from The Israel Scholarship Education Foundation (ISEF) for academic excellence and social leadership. 

Before my Ph.D. studiesI have accomplished an MA degree in strategic communication and public relations (University of Haifa, Israel). There I conducted a pioneering and mix-method study titled: Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. The study examines the media representation of the Israeli high-tech industry. I have a BA degree in Marketing Communication from the Sapir Academic College, Israel.


On the professional side of things, I started my journey in the communication industry at the age of 16, as a reporter and editor at local newspapers in my hometown Sderot. Later, I worked at the Israeli Second Authority for Television and Radio in Jerusalem. At the same time, I elected to be the Israeli representative at the global online broadcasting project (VOICES). Moving to the other side of the media fence was natural. Over the years as a communication consultant in award-winning firms, I accompanied media activities and campaigns for a variety of organizations and public figures. A major part of my professional occupation is concentrating on strategic consulting for technology businesses. I am proud that over the years, I had a chance to work with leading tech brands.


I am also the founder of the SPICE internship program (Sapir’s Practice in Communication Experience). SPICE’s goal is to contribute to students’ practical knowledge through internships in media organizations, digital-marketing companies and public relation firms.

In the past few years, I have published dozens of op-ed articles on a variety of leading media outlets (Forbes, Globes, The-Marker, The Times of Israel, Ynet, Davar1, INN, Jerusalem Post, NRG, The7eye, Israel-Hayom). The articles focus on media and technology. Many of the pieces are also dealing with the periphery journalistic representation. From this perspective, and since I am enthusiastic about the media sphere, I have founded the Media-Representations web project. The project aims to stimulate a critical discourse about the media coverage of populations and disadvantaged groups in Israeli society.


I am proud that my media-social-academic activities got recognized. I was honored to win the 2015 Haifa Communication Award from the University of Haifa, Israel. Following on, I won an award at the annual Roaring-Lion 2017 excellence competition granted by the Israeli Public Relations Association (ISPRA). In 2018, I got awarded for best communication research. In 2019, the Israel Public Relations Association announced my team’s two winning communication campaigns (Tech and Finance division). In 2020, my study “Cover Patterns of Technology in the Media: High-Tech Companies in Israeli Online Journalism and the Strategic Role of Marketing Factors” ranked as the best research at the HSSC2020 event – The Annual Haifa International Social Science Conference.