كثافة مشاهدة الجمهور المصري للمحتوى الدرامي عبر المنصات الرقمية وتأثيرها على إدراك واقع القضايا المجتمعية

Abstract EN

The problem of the study is determined by “recognizing the Egyptian public's interest to follow the dramatic content broadcasting on digital platforms that presents societal issues which deal with the Egyptian social reality that is governed by certain values and culture, as well as its awareness of the importance of these digital platforms and the public acceptance in interacting with the dramatic content.

The study is based on the Information Technology Acceptance Model (TAM) which assumes that the acceptance of information technology by individuals depends on the behavioral intentions towards the media content used and this used is consisting of the individual's awareness of the importance of use, and from the awareness of the ease of use of the system, which means here the digital television platforms.

The study community consists of the Egyptian audience who uses the digital television platforms through which dramatic content is broadcasting.

An available sample of 400 individuals from the Egyptian public was drawn for those over 18 years of age from various economic, social, political and other levels, and the distribution was electronic.

 It is clear from the results of the study that the rate of watching drama on digital television platforms is rather high, which enjoys high viewing rates, because of offering different dramatic content that is characterized by freedom and confidence in dramatic treatment than what is presented in traditional television channels, and it is also clear that watching through technological means came in a High manner by the study sample, especially smart mobile phones.

The study also revealed the effect of the study sample's acceptance of the technological characteristics of digital platforms on the high intensity of watching dramatic content on digital platforms, as well as the effect of the study sample's acceptance of the technological characteristics of digital platforms on shaping the study sample's perception of societal issues, as well as the presence of The impact of the study sample's acceptance of the technological characteristics of digital platforms on the formation of the study sample's attitudes towards this medium from others in following up on the dramatic content.

The study recommends the importance of developing the dramatic content presented on TV digital platforms which presents the needs and requirements of the Egyptian society, which are changing according to the conditions that society facing, as well as paying attention to the technical and technological aspect of presenting an attractive TV drama in terms of technology.