توظيف منهج التربية الإعلامية في المحتوى الأكاديمي لكليات الإعلام المصرية من منظور الأكاديميين

Abstract EN

The study aims to identify the possibility of employing the media education curriculum within academic content in Egyptian media colleges and institutes from an academic perspective because of its importance in shaping the personality of the student and providing him with critical and analytical media skills for the mass media messages.

The study used the in-depth interviews by following methodological procedures in qualitative research with an intentional sample of 30 academic professors working in media colleges and institutes in Egyptian public and private universities, and came to the following results:
1- There are specific concepts and standards that the study sample agreed upon when it presented the criteria and concept of media education, which did not deviate from being skills of analysis, criticism, production, interpretation, and understanding of media content and awareness dealing with it
2- The sample of the study assumed two differentperspectives to employing the concept of media education.

The first is a presentation of the actual reality of employment in educational institutions, and the second is a presentation of the optimal form of this employment
3- The most important manifestations of the media education concept of in the content of the courses were to spread the concept through field training in different schools and universities, and through the work of some meetings and seminars with students, that is, present in discussions and practical training.

4- The respondents' answers varied regarding the preference of merging media education in academic curricula, separating them into an independent course, and combining the two alternatives.

5- The best awareness-raising type for students about media education and its role in the success of civil society activities is through: a combination of lectures, seminars, publications, general and study books, and also through workshops.

6- There is no difference between the media education curriculum and the governmental and private educational type.