العلاقة بين التعرض لإعلانات حملة "الإصلاح الجريء" و الاتجاه نحو الإصلاحات الاقتصادية في مصر
Other Title(s)
The relationship between the exposure of the "Bold Reform" campaign and the trend towards economic reforms in Egypt
Author
Source
مجلة بحوث العلاقات العامة الشرق الأوسط
Issue
Vol. 5, Issue 16 (30 Sep. 2017), pp.194-223, 30 p.
Publisher
Egyptian Public Relations Association
Publication Date
2017-09-30
Country of Publication
Egypt
No. of Pages
30
Main Subjects
Social Sciences (Multidisciplinary)
Abstract EN
The Egyptian government has taken steps to reform the economy, including the free of the currency exchange rate, reduce subsidies on fuel, and the application of VAT, which led to higher prices and increased inflation, and unemployment.
The study focuses on the impact of public exposure to this campaign on their attitudes toward the economic reform process, applying the long tail theory, as a theoretical framework for analyzing the propaganda process in which economic reforms were marketed through the campaign.
The long tail theory is based on a hypothesis that targeting a niche audience, with different messages specifically tailored to their needs, would yield a greater profit than one message fits all approach.
The researcher noted some of the characteristics of this theory in this campaign in terms of the number of advertising messages carried by the ads and the number of films that were broadcast through the campaign and the concentration of road ads in specific areas such as universities, major shopping centers and highways.
The study surveyed 250 people who were exposed to this campaign after a filtration question for 1050 individuals.
The study showed that audiences generally perceived economic reform as an essential step, due to the economic crises.
They realized that postponement of reform would be more dangerous, but they agreed that the government should have taken other measures to mitigate the negative impacts of the reform process.
The study found several results, including: the absence of a significant relationship between the exposure to the campaign and the positive attitude towards the economic reform that was taken, the study found a significant relationship between the age factor and the trend towards reform, where the trend is positive among the older group over 50, and negative among younger group (18-25) years, while there was no significant relationship between gender (male or female) towards economic reform among those exposed to the campaign.
Roads Ads came as the first source for audiences exposed through which to the Bold Reform campaign, followed by television and the Internet.
American Psychological Association (APA)
السمان، أحمد حسن. 2017. العلاقة بين التعرض لإعلانات حملة "الإصلاح الجريء" و الاتجاه نحو الإصلاحات الاقتصادية في مصر. مجلة بحوث العلاقات العامة الشرق الأوسط،مج. 5، ع. 16، ص ص. 194-223.
https://search.emarefa.net/detail/BIM-856395
Modern Language Association (MLA)
السمان، أحمد حسن. العلاقة بين التعرض لإعلانات حملة "الإصلاح الجريء" و الاتجاه نحو الإصلاحات الاقتصادية في مصر. مجلة بحوث العلاقات العامة الشرق الأوسط مج. 5، ع. 16 (تموز / أيلول 2017)، ص ص. 194-223.
https://search.emarefa.net/detail/BIM-856395
American Medical Association (AMA)
السمان، أحمد حسن. العلاقة بين التعرض لإعلانات حملة "الإصلاح الجريء" و الاتجاه نحو الإصلاحات الاقتصادية في مصر. مجلة بحوث العلاقات العامة الشرق الأوسط. 2017. مج. 5، ع. 16، ص ص. 194-223.
https://search.emarefa.net/detail/BIM-856395
Data Type
Journal Articles
Language
Arabic
Notes
Record ID
BIM-856395