The relationship between Egyptian youth’s exposure to television media campaigns on digital platforms and their level of awareness of the dimensions of sustainable development according to Egypt’s Vision 2023.

Document Type : Original Article

Authors

1 Lecturer of Public Relations and Marketing Communications - Faculty of Media and Communication Arts - Pharos University in Alexandria.

2 Radio and Television Lecturer - Faculty of Media and Communication Arts - Pharos University in Alexandria

Abstract

The research aimed to study the relationship between Egyptian youth’s exposure to television media campaigns on digital platforms and the extent of awareness of the dimensions of sustainable development in light of Egypt’s Vision 2030. This study is one of the descriptive analytical studies, which relied on the media survey approach. The content analysis newspaper was relied upon to conduct the analytical study. The questionnaire tool was also relied upon, on a sample of the Egyptian youth audience consisting of 344 individuals. The study reached several results, the most important of which is: the existence of a statistically significant correlation between the extent to which television media campaigns on digital platforms address issues of sustainable development and the extent of awareness of them, as indicated. The results indicate that media campaigns played an important role in shaping and shaping the mental image in the minds of Egyptian youth, and conveying the media message about development projects. It also played an important role in supporting sustainable development plans and projects. This is due to its social popularity and wide spread. It is also the basic basis for clarifying the vision and purpose of development projects.
 
 

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