Egyptian media coverage and cultural differences impact in perceiving the us presidential candidates 2016

Abstract EN

This paper aims to investigate the impact of the cultural differences of the same society in interacting and anticipating the development of foreign affairs that occupied major space of media attention globally and locally.

US presidential elections that took place in Nov.

2016
was one of the salient foreign affairs that occupied the Egyptian media mainstream for several months specially the what so called “Official Media” represented in this research with Al -Ahram newspaper.

The
research assumes significant variance in interacting with US presidential elections between two groups of Egyptians (280
participant) differ in their type of education and cultural backgrounds.

The research illustrates the mainstream of the Egyptian media coverage of the elections during the time April- Dec 2016 in 322 articles (230 news-92 opinion) identifying 12 frames of news which are; patriotism, promises, determination, differentiation, situation adjustment, percussive, accusation, attacking, conspiracy, diplomacy,
informative, and expectations.

Six of these frames have significance relationship with some variables tested by Kruskal-Wallis (0.05).

The results showed no significant differences between the two groups in describing the presidential candidates with certain characteristics or
anticipating the next president based on their knowledge about the American society.

Some other significant results in both analytical and survey levels are supposed to be beneficial for further researches.