He received a Ph.D in Media and Cultural Studies. He has been teaching English for more than 20 years. Currently, he is teaching Linguistics, Media & Cultural Studies, and Intercultural Communication. His general research interests include Applied Linguistics, Media and Cultural Studies.. He has published a myrriad of papers on Media Studies and Applied Linguistics. He is the author of Promoting Multilingual Communicative Competence for The Labor Market (2017); Media and Cultural Identity Adjustment in Morocco (2017), and Visual Semiotics and Interpretation in the Moroccan Television Advertisements: The Case of ‘Garlic Cube Knor’ and ‘Prince Biscuit’. (2016); Global Television and Cultural Identity Reconstruction Among Moroccan adolescents (2011).