حملات التوعية الصحية في صفحات وزارة الصحة المصرية على مواقع التواصل الاجتماعي : دراسة تحليلية لحملتي 100 مليون صحة و الوقاية من كورونا (19-Covid)‎على تويتر و فيسبوك

Abstract EN

The study sought to analyze the health awareness campaigns carried out by the Egyptian Ministry of Health on its pages on social media, and to determine the nature of the topics it focuses on by monitoring the objectives that the Egyptian Ministry of Health is seeking with defining the elements of the media structure (technical elements) used in the campaigns This study belongs to descriptive studies, and a comprehensive survey methodology was used for a sample of publications and tweets of the Ministry of Health pages on Facebook and Twitter from 7/1/2020 to 9/30/2020, which amounted to 1600 posts and tweets using the content analysis tool.

The study concluded to a number of results as follow:
1- The goal of health awareness and information dissemination was at the top of the list of goals that the Egyptian Ministry of Health sought through the contents of health campaigns, with a rate of 90% , and it came in second place in terms of directive goals and health counseling for the public, with a rate of 89% , followed by improving the mental image of the ministry among the public By 75.4% , then raising the level of public awareness among individuals by pursuing the roles of the Ministry of Health.

2 - The study confirmed the use of a large number of persuasive appeals in the campaigns of the Ministry of Health, especially logical appeals, as it was presented in the forefront of presenting the results related to the health services provided by 23.9% of the total sample, and in the second order a number of statistics and data were published after recovering by 17.3% , then relying on publishing the facts at a rate of 14.1% of the total study sample, and one of the most important emotional appeals in media campaigns is the concern for the human side by 13.8% .

3- The media campaigns implemented by the Ministry of Health were well evaluated in terms of form and content, as the study showed the ministry's interest in the 100 million health campaign as a positive step to preserve the health of citizens and provide real services on the ground.

It also concluded that the Egyptian Ministry of Health has paid special attention to Relates to all aspects related to infection with the Coronavirus since the beginning of the disease spread throughout the republic; Where I found a diversity in the forms of awareness campaigns carried out in terms of the use of technical elements used in highlighting news and media campaigns, as well as through the use of simplified language close to the vernacular languages of the Egyptian people, as well as the multiplicity of templates that came in the publications.