تقييم تأثير وسائل الإعلام و الدعاية على إدراك المستخدمين للعمارة و العمران : دراسة حالة مشروعات الإسكان في مصر

Abstract EN

Media is considered one of the branches of culture, arts, and sciences within the human communities in general.

This includes the arts and sciences of architecture and
settlement, which are concerned with erecting and constructing the residence and houses of the members of such communities.

Thus, all different types of mass media and
their relevant broadcasted materials and conveyed messages, have such a great influence on shaping the culture, mentality, and beliefs of such human communities, in
addition to their influential impact on the orientation of their behavior.

Yet, the mass media does not tackle the science and art of architecture and ekistics – where they
represent one of the most important cultural and cognitive issues- sufficiently, if compared to many other cultural topics.

Then, the community members themselves lack a
sufficient and conscious perception of the true essence of architecture and construction, and their diverse applications in many fields, and in the major of housing in
particular.

Whereas the concept of housing, which stands as the most fundamental component of architecture and construction, is far more important and inclusive than the
content broadcasted by the mass media, and widely known among the masses.

Where the mass media vision of architecture and construction is limited to the notion th at
housing projects are merely architectural designs imbedded within investment enterprises, that target profit at the first place, and that such projects are no longer in
consistent compliance with the basic needs of the units users, in terms of: functional spaces, the social or environmental needs, in accordance with the community's culture
and its distinctive characteristics.

Consequently, this research sheds light on the influence exercised by the mass media on the society's culture, consciousness, awareness, and perception of the essence of
architecture and settlement.

In addition to the impacts of the culture instilled by the mass media on architecture, construction, and the built environment in general, and
housing in particular, in order to establish interactive positive relationships between the mass media and the society's understating / perception of architecture and
construction in general, and housing in particular.

This research mainly aims at: raising the society members' awareness and perception of the concepts and basics of architecture and construction in general, and housing in
particular; heighten the awareness of the society members seeking housing about architecture, construction, and settlement gradually, through the different sources of mass
media, which shall contribute to the maximization of such member's ability to choose properly, and meet his/her basic needs.

The objectives of the research can be summed
up as follows:
- Demonstrating how mass media can affect the definition of the essence and concepts of architecture and construction in general, and housing in particular.

- Evaluating the role played by mass media, in terms of positivity and negativity, through running an analysis of the messages conveyed by media and advertising, which
are often influenced by the vision of the investing developers, in quest for marketing their housing products.

- Detecting the criteria upon which the mass media rely in order to market an architectural product, to see if such mass media adopt honesty in presenting the characteristics
of the product, and to see whether such presentation provides the user with the informed knowledge of what he/she is going to possess or not.

- Outline controls system to regulate the methods of promotion and marketing, in connection with the information to be provided by the mass media about the architectural
products available at the housing market, to enable residence seekers to select the most suitable product, among the available residential models, in accordance wi th their
diverse and versatile characteristics and needs.