المبادرات الرئاسية الموجهة للمرأة المصرية في المنصات الإعلامية في ضوء رؤية مصر 2030: نسرين حسام الدين حسن، نهى حسين التلاوي، إنجي عباس أبو العز، أحمد شحاتة عبد الفضيل، منة الله كمال دياب، مروة عبد الله السيد، محمود سيد محمد.

Abstract EN

The research problem aimed at monitoring the textual and graphic media content of the presidential initiatives concerning the Egyptian women in the fields of health, economic empowerment, social protection, and digital transformation; given Egypt's vision 2030.

The sample of the study contains the various Egyptian media platforms, the news websites, Egyptian satellite channels, and social networking websites, using the tools of content analysis and discourse analysis (semiological analysis), during the period from 1/1/2018 to 12/31/ 2021, and the study relies in its theoretical framework on the MFAMR model, prepared by the research team for this study, based on three media theories and a communication model: modernization theory, the theory of media framing, the theory of media richness, and finally Roller's model "situational communication strategies" and the study was applied to a sample of media platforms The news websites of the Al-Ahram and Al-Shorouq portals, the Nile News and Extra News channels, and the official Facebook accounts for four pages included the initiatives under study, using the content analysis form, and the media discourse analysis form (semiological analysis), for a sample of (689) that included published news, Broadcast episodes, and Facebook posts.

The study concluded with the results of the most important of the “Sit Al-Masryah Health of Egypt” initiative, which ranked first in terms of the interest of the TV channels, the study sample, in following up and presenting them.

From the method of information narration, the method of presenting statistics, facts, the method of awareness and influence.

The results of the study revealed the interest of the news websites, "Al-Ahram and Al-Shorouq portals", to shed light on the four presidential initiatives under study; Highlighting all the information, services, and events organized by the initiatives, and introducing them to the public.

The studied presidential initiatives which are (heya le mostaqbel raqmy, sgon bela gharemat, mastoura) in their communication activities on Facebook pages depended on marketing using one-way communication through the media strategy.

While, for the marketing of the initiative “Egyptian Women is the Health of Egypt” it depend One, two-way communication, employing more than one communication strategy, such as persuasion, as well as the dialogue strategy clearly in the responses to the comments, which is what distinguished it from the rest of the initiatives.