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Browsing Mass Communication by Subject "Egyptian Women"

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    Attitudes of Egyptian Women Towards Health Awareness Campaigns : A Comparative Study between Perceptions and Attitudes in Two Different Environments
    ElSayed, Toka Magdy Hussien,; Supervisor : Hebatulla Bahjat El-Semary, Nagwa Mohamed ElGazzar.
    Campaigners face challenges to convince Egyptian women in urban and rural areas to change their perceptions and attitudes towards health awareness campaigns. This research will tackle two campaigns: 100 Million Seha- second phase, and Baheya Check. The study aims to (a) understand the societal pressures, beliefs, and motivations behind the formation of attitude towards the health awareness messages in the campaigns directed towards women, (b) identify the appeals used when providing information in health awareness campaigns directed to women, (c) determine how women's attitudes towards health issues is formed or changed and (d) analyze the role of traditional and social media in developing women's perceptions and attitudes towards health awareness campaigns. The research applies the health belief model, and the hypotheses examine how women-in urban and rural areas-perceive the consequences of illness, the benefits of participating in the campaigns, and the barriers that prevent them from participating. They also examine the relationship between the rational and emotional appeals used in the campaigns and women’s attitudes towards the health awareness campaigns. They also test the audience interactivity on campaigns’ Facebook pages. The study conducted an online survey of 518 women in urban and rural areas, content analysis of 18 TV advertisements of both campaigns, and qualitative and quantitative content analysis of 202 posts of both campaigns. The results showed that there is a significant relationship between urban and rural women regarding perceived susceptibility and barriers to respond to the health messages, while both urban and rural women perceived the same benefits of early checkup the results showed that there is a significant correlation between the appeals used in the . Also, campaigns and the affective component of attitude towards the health issues The Facebook page of 100 M of both urban and rural women . illion Seha campaign had a higher level of interaction between the organization and audience when compared to Baheya Facebook page.