تكاملية الوسائل لنشر المحتوى في الصحف المصرية : دراسة ميدانية على عينة من القائمين بالاتصال في ضوء نظرية التحول الرقمي

الملخص EN

Integrative means for disseminating content in Egyptian newspapers: a field study on a sample of communicators in light of the theory of digital transformation

The study aimed to identify the extent to which the integration of means was achieved through the employment of Egyptian newspapers for multiple platforms in publishing their press content, as part of their pursuit of their economic and professional goals, by conducting a study on a sample of the Egyptian newspapers (Al-Ahram - Al-Akhbar - Al-Wafd - Al-Youm Al-Sabea - Al-Masry Al-Youm).

The study relied on the descriptive and analytical approach, by employing a questionnaire tool.

In its results, the study concluded that the complementarity of communication means, in general, expressed the convergence and intertwining of the various traditional and electronic media and communication channels.

He explained the increase in the quality and job titles related to electronic journalistic content; Whereas, the roles of the traditional press editor or paper press editor have diminished.

The results also confirmed that the growth and increase of online news users comes at the forefront of the reasons that push press organizations strongly towards using multiple platforms to publish content, then the decline in newspaper sales and the decline in the audience for paper newspapers, and then the intense competition between media and communication means for advertising resources.

The results also showed that 96.2% of respondents see the importance of achieving integration between the multiple platforms used in publishing content, as a means of marketing the newspaper, and that the most prominent forms of achieving the integration of multiple platforms and the mechanisms of their use in publishing journalistic content as part of the newspaper's endeavor to market itself: Announcing the content published in hard copies through the website or other electronic platforms, announcing the content published on the website through other electronic platforms, or implementing