Mass Communication
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Item Restricted The impact of Korean drama on the Egyptian youth lifestyle : A comparative study between television and online drama viewers .(2022) Anwar, Israa Gamal Farouk,; Supervisor : Hebatalla Bahjat El-Semary, Hanan Kamal Kilani.This research explores the impact that Korean drama has on Egyptian youth lifestyle in terms of three main aspects: opinion, activities, and interests through a comparative study between the television and the Internet viewers. The study analyses secondary data related to the Korean wave as a whole and its impact on youth. The theoretical framework is based on the Acculturation Theory to study the axes that impact Egyptian youth who are exposed to Korean culture through Korean drama. The methodology includes both a qualitative technique (content analysis of Korean drama), and a quantitative one (survey of 401 respondents). The results indicate that the activities aspect of the Egyptian youth lifestyle is the most impacted one, and that such impact is higher on the online viewers compared to the television viewers. The research caters for the ninth goal of the 17 sustainable development goals which is the industry innovation and infrastructure, encouraging industry professionals to adopt innovative ideas for television drama, and to examine the impact of different cultures on the Egyptian youth lifestyle.Item Restricted The role of media content in changing nutrition habits in Egypt : A comparative study between television programs and Instagram blogs.(2022) Ghoneam, Nehal Waleed Sobhy,; Supervisor : Hebatalla Bahjat El-Semary, Hanan Kamal Kilani.Traditional media has been for many years influencing its audience, changing their habits and introducing them to new trends in health and nutrition. Similarly, with the emergence of social media platforms, especially blogs on Instagram, they created a new way of communicating and influencing their followers. Therefore, this paper is important as it aims to explore the role of each; a nutrition television program versus a healthy Instagram food blog and the main reasons for audience seeking each. This area of investigation is essential as it falls under the third goal of the seventeen sustainable development goals set by the United Nations, which is maintaining health and well-being. The study applies the uses and gratifications theory to understand more the reasons behind each media consumer seeking a specific medium to gratify a particular need. To know whether health and nutrition television programs or healthy Instagram food blogs help Egyptians acquire healthier nutrition habits. The results showed a significant correlation between Egyptians being exposed to both health and nutrition television programs and healthy Instagram food blogs to seek information and recipes to gratify their needs to acquire healthier nutrition habits. However, most healthy food blog users are females between 16 and 26 years old. A deeper investigation in this area is recommended, to know why females are interested in males and which type of content is appealing and of interest to them.Item Restricted Public attitudes towards COVID-19 communication messages : A comparative study between traditional and new media messages of the Egyptian Ministry of Health.(2022) El-Zayady, Salma Amr Abdel Rahman,; Supervisor : Heba Shaheen, Nagwa Mohamed El-Gazzar.The emerging pandemic requires proper communication plan with the various public to educate them about the health dangers that they face and how to take the necessary precautions. The research analyzes the messages shared by the Egyptian ministry of health over the traditional and new media, measure understanding of and attitudes towards those messages, and explore the message content and format that the Egyptian public prefer and search for during pandemics. The study conducted qualitative and quantitative techniques. The extended parallel process Model is used to identify how the public perceives media messages during risk and crisis, as well as measuring attitudes towards the messages. Results found that during the first 111 days of the pandemic, the ministry of health had issued 497 posts over the official Facebook Page, 447 posts over the official Instagram account and 104 videos over the official YouTube channel. The main aim of most posts is spreading awareness of the virus and presenting directions to deal with the virus. The primary source of information that the various publics rely on is social media. Videos and infographics are the most preferred forms of messages that the publics follow. The awareness messages in the form of advices are the most shared types of messages. The Facebook platform is proven to be the highest platform the Egyptian publics rely on for health awareness information and the most used by the Egyptian ministry of health. The majority have positive attitude toward radio announcements, public service announcements that were aired on television, posters shared in schools, mosques and public transportations shared by the ministry of health clarifying the preventative methods. Television programs were the most preferred traditional medium during the pandemic, followed by the flyers and poster, radio, and newspapers consecutively. The sample has positive attitude towards messages shared over the official social media pages of the Egyptian ministry of health including the infographics highlighting the protective actions and the educational videos shared by the ministry of health over Facebook and YouTube to take the necessary precautions to protect themselves and families.Item Restricted The influence of indirect marketing activities of social media influencers and brand placement in series and movies on consumer's purchase intentions : A comparative study between traditional and new media.(2022) Mostafa, Mai Ali Abdel-Azim,; Supervisor : Hanan Gunied, Nagwa El-Gazzar.The purpose of this research is to study the influence of indirect marketing activities on the purchasing intentions of consumers. Indirect marketing activities place products and brands in traditional media such as series and movies and use social media influencers to promote brands in form of videos that suggest using the brand. The results of this study proved that product placement in traditional media “drama whether series or movies” is being noticed by the viewers and affects the viewers’ intention to buy. Also, social media influencers affect the purchasing intentions of the followers especially in the food industry. Furthermore, marketers find that product placement is a very important tool of advertisement and having social media influencers promoting for their products and brands are very beneficial. It has been noticed that males also get affected by the product placement in traditional media and the social media influencers as the females do. Most of the males and females who are viewers of traditional media and follow influencers are of age group 25-35 years old. This study uses the Hierarchy of Effects Model. The model consists of three main stages which are cognitive (Think), affective (Feel), and conative (Do). Both qualitative and quantitative techniques are used to measure the variables of the study. This topic falls under SDG number 12 about the Responsible consumption and production; ensuring that people have relevant information and awareness for sustainable development and ensuing sustainable consumption and production patterns, this is elaborated when people are influenced by the traditional media and the social media influencers.Item Restricted The Impact of using Facebook and WhatsApp on romantic relationships : A comparative study between social media applicationsFouad, Rana Hosni Ahmed,; Supervisor : Hanan Gunied, Nihal Abdelrahman.Item Restricted Uses of Facebook memes as a social interactive tool among Egyptians : comparative study across meme topics /Mohamed, Marwa Hatem Nour El-Din Hassan,; Supervisor : Khaled Salah-Eddin, Aliaa Turafy. Includes Arabic Summary.Item Restricted Framing news on social media : A comparative discourse analysis of Al-Jazeera English and BBC news regarding international incidentsNawar, Alaa Mohsen Abdel Fattah,; Supervisor : Hebatulla Bahjat El-Semary, Mohamed Hossam Ismail.Item Restricted The Representation of ancient Egyptian history in global animated cartoons : A comparative study of Egyptian, American, and Japanese Animated Cartoons /Alamr, Maha Mansour Abdullah,; Supervisor : Mohamed Hossam Ismail, Amr Mohamed Galal. Includes Arabic Summary.Ancient Egyptian history is represented in global animated cartoons. This study investigates the representation of ancient Egyptian history in Egyptian, American and Japanese animated cartoons. The research analyzes and compares the animated cartoons with ancient Egyptian representation in each production country. The study conducted qualitative and quantitative methodology techniques. By using qualitative and quantitative linguistic discourse analysis. Besides, using qualitative semiotic analysis of Nine animated cartoons, Three animated cartoons from each production county. Results of the study found that there are several differences in there presentation of ancient Egypt among the Egyptian, American, and Japanese animated cartoons. The qualitative results showed that the Egyptian animations primarily focused on providing historical information, specifically about ancient Egyptian queens and kings. American animations focused on representing ancient Egyptian temples as places for magic and demons. Japanese animations took a different approach, by focusing on representing ancient Egyptian deities and provided information about their responsibilities. In all the three countries of production the ancient Egyptian culture was mixed with other cultures such as American, Japanese, and European cultures. Also, it showed that there are many differences between the representation of ancient Egyptian characters in animated cartoons and in history. The quantitative results showed that the most represented personality in Egyptian animated cartoons is the friendly personality, the percentage is 25%. The most represented personality in American animated cartoons is the aggressive personality, the percentage is 35%. The most represented personality in Japanese animated cartoons is the strong personality, the percentage is 22.5%. Additionally, research findings proved that there is a correlation between roles represented by ancient Egyptian characters and the country of the production.Item Restricted The Role of consumer socialization in the process of advertising literacy among Egyptian children : A comparative study between perceptual and analytical stages /Louis, Julie Emad,; Supervisor : Nagwa El Gazzar, Dina Orabi. Includes Arabic Summary.During this technological era, children are born into an environment that is saturated with different forms of advertising including the embedded formats, and they have become highly targeted by advertisers as they form a potential segment of the market. Consumer Socialization Theory explains the stages children pass through and the socialization process by which they acquire skills, knowledge, preferences and attitudes that allow them to function as valuable consumers in the marketplace. Advertising literacy is one of the most important skills acquired throughout this process and it acts as a defense mechanism against the negative impacts of advertising on children, empowering them to deal with the commercial messages without harming their development process. This interdisciplinary research aims to investigate the role consumer socialization plays in the process of acquiring and activating advertising literacy among Egyptian children across two different consumer socialization stages, the Perceptual stage (ages 3 to 7) and the Analytical stage (ages 7 to 11). Consumer Socialization Theory and Malmelin’s model with its dimensions of advertising literacy are utilized as the theoretical framework for this research. Both qualitative and quantitative approaches are implemented in this study through structured surveys for children based on Advertising Literacy Scale for children (ALS-c), and another one for parents, and focus groups for more insights with mothers. The findings of this study shows that children of both stages are having almost equal abilities conceptual advertising literacy indicating that both stages are facing real challenges to cognitively deal with the new embedded advertisement formats. Analytical stage children were found to develop a slightly higher level of Attitudinal advertising literacy, however their level of responsiveness to the persuasion messages of the embedded advertising questions their ability to utilize these skills for their own benefit.Item Restricted The Role of women's empowerment campaigns strategies on female's perception of their rights : A comparative study between Egypt and The United States of America /Abdelmagied, Salma Mohamed Sayed,; Supervisor : Rizk Saad Abdel Moaty, Dina Oraby.Item Restricted The Influence of Females' Specialized Facebook Groups on Decision Making Process : A Comparative Study between Social-Issues Groups & Brand Review-Based GroupsAmer, Mahinaz Amr Saeed Mahmoud Hassan,; Supervisor : Hanan Gunied, Nagwa ElGazzar.The Aim of this study is to analyze Facebook for females. groups’ This study focuses on two types of impact on decision making process females’ Facebook groups: Socialissues groups related to personal relationships such as groups for confessions, marriage, family relations and mommies. The second type is brand review groups for females to ask about others’ expebased groups. These are riences in using certain products or brands. The study draws on the decision making model of Kotler and the group dynamics model of Tuckmann. This study used qualitative and quantitative methodologies via administrating an online questionnaire and using focus groups. The results of this study proved that Facebook groups can be categorized as a form of group pressure. Facebook groups are resort to by females in order to meet others with the same interests. Females are willing to accept experiences from other online users whom they do not know when making decisions. It has been noticed that females in different ages have different interests when it comes to joining online groups. Young ladies show considerable interest in socialissues groups, while bra ndreview based groups are preferred by older ones. The former tend to make decisions based on Facebook groups more than the latter. In addition, the influence of brand review groups on making decisions is stronger than that of socialissues groups .based In this study, the researcher proposed a model in order to explain the steps of the decision making process in social media g according to the Decision Making Model , roups to theorize Facebook groups’ role Group Dynamics Model of Deindividuation Effects (SIDE) Model and Social C apital T , Social Identity Model heory. IIIIV This topic falls under SDG number 12 about Responsible consumption and production; ensuring sustainable consumption and production patterns, meaning that Facebook groups now help people in making decisions as for example buying items , thus ensuring sustainable consumption, and also Goal number 16 talking about peace and justice as it includes important aspect for the topic which is making sure there is a decision making that includes responsive, inclusive, participatory and representative decisions at all levels , which is the role of Social Facebook groups that tackle personal experiences of people with their spouse or about any other social decision for the sake of social peace. Keywords: Specialized Facebook groups / Group pressure / Social-issues groups / Group dynamics/ Decision making process/Brand review-based groupsItem Restricted The Impact of social media influencers on instagram versus traditional celebrities on young Egyptians' attitudes towards brands : A comparative study between brand endorsers on instagram and celebrities on television /Al-Rafie, Nouran Moheb Mahmoud Kamel,; Supervisor : Hebatullah Bahjat El-Semary, Nagwa Mohamed El-Gazzar.Item Restricted The influence of media lobbying for social issues upon the legislative response in Egypt : A comparative study between traditional and new mediaMohamed, Habiba Ayman El Sayed,; Supervisor: Khaled Salah Eddin, Mohamed Hossam Ismail.This study aimed to analyze the influence of the lobbying of social issues taking place on both social media on its different platforms, which are Facebook and Twitter in comparison to traditional media in the forms of movies and TV series upon the legislative response in Egypt. The legislative response is identified as the response during active cases in form of amendments, changes in laws, and activation of others as well. Mass media has proven its efficiency over the years for how operative it is when it comes to forming and shaping the world around us. Starting with traditional media and the multiple effects of lobbying, in forms of news coverage, it had a rival change in public perception and societal changes. Accordingly, this research aims to analyze how media attention can be a catalyst of change in social issues, and how it contributes to the act of changing and creating and amending the legislative process in Egypt. This paper had analyzed the part of traditional media in the context of Egyptian movies and TV series that took place during the period of (1950-2022), choosing movies that presented social issues and has proven to play an important role in amending legislations in Egypt. The set of social issues issues that were identified within the Egyptian movies and TV series were women issues, minorities issues, environmental issues, etc… The study targeted 5 Egyptian movies and TV series, the researcher had taken a sample that identified the criteria and had the latest TV series that contributed to changes in legislation in Egypt. The researcher had analyzed the social issues portrayed within the movies and tv series, in addition to the values, use of wording, and shot sizes. The production of films created an influence when it came to presenting social issues, the things that people go through every day but never thought were of a huge importance, or were affecting their lives in a way. Not only have new media shown an enormous power in influencing public opinion but also in shedding light to amend, activate and formulate new legislations. This study used two methodologies in the light of analysis: qualitative and quantitative. The quantitative method was a content analysis of the Egyptian movies and TV series in addition to hashtags on Twitter and Facebook to explore how did the Egyptian movies and TV series portray social issues that had later on impacted legislative response, in addition to analyzing the hashtags of Maadi’s girl and Fairmont cases and to see the relation of the hashtags to the legislative response. The second method was divided into two parts, first qualitative technique is content analysis to analyze the hashtags and the news pieces that got published during the case’s activation, in addition to fifteen different in-depth interviews with journalists who attend parliamentary sessions, law consultants, and social media moderators in order to get deeper insights and understandings in the light of the topic. The researcher used both Framing Theory and Social Responsibility theory, to examine how social issues are represented in the media and how social responsibility in the light of legislators are influenced by these representations. The researcher created a model based upon framing theory which explains the relationship between media’s lobbying of social issues in its different forms and how it affects the legislation process. The researcher has concluded that social media fastens the legislative response, most of the topics discussed on social media and traditional media were followed by an amendment, the issues that had the highest response were the issues related to women and environmental issues. Accordingly, the researcher had proved that both social media and traditional media have a direct influence in legislative response in different tools and systems levels.Item Restricted The representations of sexual harassment in the Egyptian media : a comparative discourse analysis between professional media and citizen journalism.Elshazly, Aya Ashraf Elsayed,; Supervisor : Khaled Salah El-Din, Nihal Abdelrahman.Item Restricted The representations of COVID 19 in the Egyptian and the American political cartoons : a comparative semiotic and cultural study .Mohamed, Noha Youssef Mahmoud,; Supervisor : Mohammed Hossam Ismail, Khaled Salah Elddin.Item Restricted The effect of public relations and direct marketing tools on the corporate images of universities in Egypt : A comparative study between integrated marketing communication toolsHafez, Darine Hesham Amin,; Supervisor : Hanan Gunied, Nagwa El Gazzar.Item Restricted Egyptian users gratifications & attitudes towards digital streaming services : A comparative study between Netflix and Shahid VIPRashed, Hebatullah Samy Mohamed,; Supervisor : Hebatullah ElSemary, Mohamed Hossam El-Din Ismail.Item Restricted The influence of media awareness messages on Egyptians' attitude towards water consumption : A comparative study between television and social media platforms /Azzam, Ranim Fathi Anwar,; Supervisor : Hanan Geneid, Hanan Kamal Kilani. Includes Arabic Summary.Item Restricted Egyptian youth attitudes towards green advertising : A comparative study of marketing communication strategiesEl Moghazy, Basma Ahmed Abdel Hamid,; Supervisor : Heba Shaheen, Nagwa Mohamed El Gazzar.Item Restricted Examining the technology acceptance model in relevance to the E-learning system in Egypt : a comparative study between online and offline learning in higher education in Egypt /Selim, Nadine Hossam Eldin,; Supervisor : Hebatulla Bahjat ElSemary, Hanan Kamal Kilani.