الحالة الصحية في الريف المصري بين حملات التليفزيون الإعلانية و مواقف الحياة اليومية : دراسة في أنثروبولوجيا الإعلام لحملة 100 مليون صحة

Abstract EN

This research drives at identifying the health state in the Egyptian countryside, through the 100 Million Health Television Advertising Campaign, and the extent to which daily life situations reflect on the health behavior of individuals towards the viral disease "C" and ways to prevent it through this campaign.

In addition, the research attempts to identify the role that the TV advertising campaign plays in the health awareness of individuals to introduce the campaign and the services it provides; clarifying its goals, and text messages it delivers to recipients, and its role in urging citizens to participate in the campaign, and go down to conduct the viral medical examination of virus "C"; in attempt to reduce its spread and eliminate it.

The current research also tries to identify the campaign's TV Ads, and analyze their content in terms of content and form in order to identify the goals of the campaign's ads, its official logo, its messages, the language used, and the targeted audience in the campaign; attempting also to find out the research population's reactions (social outcome) and their response to the TV advertising campaign that the Egyptian Television offers to introduce the campaign.

The research has come to that television plays a fundamental role shaping behavior and cognitive structure of individuals, and may have a cultural impact; as it works on inculcate healthy behaviors, as the more a person is exposed to the media, the more he will learn about diseases and their prevention, which helps to instill the correct values.

to that television role to participate and acquire knowledge concerning the campaign, in addition to health awareness of the disease, through the advertisements it displays and the media contents it introduces, encouraging citizens to do medical examinations.

This research is part of a master's thesis entitled "The Reality of the Health State in the Egyptian Countryside Between TV Media Campaigns and Everyday Life Situations", a study in media anthropology on one of the villages of Beheira Governorate.

The thesis belongs to media anthropology, in which the researcher attempts to identify the reality of the situation in the Egyptian countryside; besides identifying the role of television media campaigns in health awareness.

The current research has been based on the theory of cultural implantation, and the ethnomethodological attitude as a directed theoretical framework.

The research also has relied on the anthropological approach with its various tools, discussion groups and the content analysis method, as a methodological framework.

Cases have been selected from citizens who have participated in conducting the medical examination (infected and non-infected persons with P-C virus).

The study has been applied to the village of Alqam of Com-Hamada Center in Beheira Governorate.

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