西 南 交 通 大 学 学 报
第 56 卷 第 2 期
2021 年 4 月
JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY
Vol. 56 No. 2
Apr. 2021
ISSN: 0258-2724 DOI：10.35741/issn.0258-2724.56.2.27
Research articleSocial Sciences
T
HE
R
OLE OF
M
EDIA
C
AMPAIGNS IN
R
AISING
A
WARENESS OF
D
EVELOPMENT
I
SSUES AND
T
HEIR
R
ELATIONSHIP TO THE
L
EVEL OF
A
NXIETY IN
A
DOLESCENTS
媒体活动在提高青少年发展意识中的作用及其与青少年焦虑程度的
关系
Sameh Awadalla El-Sayad Ibrahim
Lecturer, Department of Media and Children’s Culture, College of Graduate Studies for Childhood, Ain Shams University
Cairo, 11566, Egypt, dr.sаmеhawadаlla@chi.asu.edu.eg
Received: January 13, 2021 ▪ Review: February 27, 2021 ▪ Accepted: April 12, 2021 ▪ Published: April 30, 2021
This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0)
Abstract
The study sought to determine the role of media campaigns in educating university youth about various developmental issues and their relationship to their level of anxiety. The study is descriptive. It relied on the survey method on a sample of 400 adolescents at Ain Shams University. The most important forms of benefiting from the follow-up of media campaigns related to development issues came to provide them with important information about development issues, give a sense of confidence in state institutions, increase the sense of responsibility towards society, follow up on current development issues, awareness and interest in them. The most important media campaigns presented on satellite channels related to development issues are health awareness campaigns (Coronavirus - C virus campaign - 100 million health campaign - breast cancer), slum development campaigns, solidarity and dignity campaign to support the needy, small and micro enterprises support campaign, payment campaigns, electronic, economic campaign (price reduction - price control), low-income support campaign (supply system - bread system), campaigns for the disabled and people with special needs. The positive aspects of media campaigns related to development issues came as follows: The presented development issues are new and consistent with the current needs of society, their goals are clear and specific, their design is innovative, they encourage positive change, they seek to meet the needs of the ordinary citizen, the celebrities involved in media campaigns, the serious development issues that It presents it through its messages, the technical methods used in presenting development issues.
Keywords: Media Campaign, Social Media, Anxiety, Development Issue, Adolescent
作用。这项研究是描述性的。它以艾因夏姆斯大学的 400 名青少年为样本，采用了调查方法。从 与发展问题有关的媒体运动的后续行动中受益的最重要形式是向他们提供有关发展问题的重要信 息，增强对国家机构的信心，增强对社会的责任感，跟进当前发展问题，意识和对它们的兴趣。 在与发展问题有关的卫星频道上介绍的最重要的媒体运动是健康意识运动（冠状病毒-C 病毒运动 -1 亿健康运动-乳腺癌），贫民窟发展运动，团结与尊严运动，以支持有需要的小型和微型企业 支持运动，支付运动，电子运动，经济运动（降价-价格控制），低收入支持运动（供应系统-面 包系统），残疾人运动和有特殊需要的人。与发展问题有关的媒体宣传活动的积极方面如下：提 出的发展问题是新的，并且与社会当前的需求相一致；其目标明确而具体；其设计具有创新性； 它们鼓励积极的改变；他们寻求满足普通公民的需求，参与媒体运动的名人，它通过其信息提出 的严重发展问题，用于提出发展问题的技术方法。 关键词: 媒体宣传，社交媒体，焦虑，发展问题，青少年
I.
I
NTRODUCTIONMore than ever, man needs much information on many topics, which are difficult for him to know alone, especially under the open skies. The development that has taken place in human life has led to his dependence on the media as an important source of access to information, it plays a major role in the cognitive, behavioral, and emotional components of the recipients, and media campaigns related to development issues are important research topics that receive attention to communities researchers and individuals, and confirmed many studies on The importance of media campaigns in raising awareness of development issues in public, as they are directly related to the health of the individual, which receives great attention.
Seeking to develop an awareness of development issues among young people is an important issue. These issues are a priority for the community and its members fundamentally. Development in its various dimensions represents an urgent priority for societies with close contact with human beings and their lives. It is also a pressing demand as a multi-dimensional historical transition that requires a change in human societies' economic, social, political, and cultural structures.
Media campaigns are one of the most used means of directing public opinion towards a particular topic. Several studies have demonstrated the ability of these media campaigns to influence the public and the success of most of their objectives in convincing and bringing about the required change at all levels, whether social, cultural, economic, or political.
Media campaigns raise public awareness of all the dangers, damages, and information about the issues and problems of the society within which they live, educate, and urge them to accept new ideas and methods, adopt good practices for those
issues, through which they seek to change ideas and turn them into positive ones, where there is a strong relationship between the issues of society and the media to raise societies through sustainable development.
Media campaigns are considered one of the most successful means of communication because they work to educate the community members through various measures provided through various means of mass communication. Therefore, they are important because they have positive effects on the behaviors of individuals within the society to achieve the process of development that will be achieved only through the participation of members of the society.
This will need the synergy of all the community, especially the media, which can reach many segments of society to build the state. Community participation plays an important role in the development process. This role is to help identify the problems facing society, which makes it easier for him to draw a policy to address these problems and increase cooperation between individuals related to the development process. It is one of the tools of change that can build a strong democratic society capable of facing all the difficulties and problems.
The importance of awareness of development issues is that it enables the individual to enjoy a realistic view that helps him to explain the development issues that make him able to use that knowledge to make the right decisions if he or she is exposed to the problems within society and the resulting sense of hope if those issues seek to instill a spirit of hope or generate a sense of concern that what these campaigns carry cannot be achieved quickly and productively.
II.
S
TUDYP
ROBLEMAn analysis of the development situation in Egypt highlights the role of the media in
supporting development plans and programs and their role in solving the social, economic, political, and cultural problems and challenges facing development issues in Egypt, and to what extent media campaigns contribute to raising awareness of development issues among citizens and thus mobilizing and mobilizing them in line with the development issues raised in society.
Several research studies have pointed out that adolescents are highly likely to be in media campaigns, such as [1], [2], [3], [4], [5], which pointed out that media campaigns are aimed at bringing about social change in the attitudes and behavior of young people, that they contributed significantly to building the confidence of young people and instilling feelings of belonging, and that they have a great impact on public trends in terms of conviction in the development issues addressed by media campaigns, and that there is a positive direct relationship between exposure to media campaigns and increasing the level of public knowledge.
The study attempts to highlight the role played by media campaigns in raising awareness of development issues and their role in providing adolescents with information, through which it is possible to form a sound opinion towards what is going on in society, which entails a sense of stability and security or anxiety among adolescents. They are those who seek to be assured of their future. What is going on within society is fundamentally reflected in this future. Hence, it is necessary to know the extent to which Egyptian youth are aware of the development issues presented through the media campaigns and study the relationship between the level of exposure to campaigns and the quality of content on the one hand and anxiety on the other hand. Hence, the problem of the study is: what is the role of media campaigns in raising awareness of development issues and their relationship to the level of anxiety among adolescents?
III.
T
HEI
MPORTANCE OF THES
TUDY 1. The importance of media campaigns and their effective role in influencing adolescents' cognitive, emotional, and behavioral responses.2. The importance of campaigns in providing adolescents with all the facts, news, and information about development issues in Egyptian society.
3. The importance of the topic of development issues in any society and the resulting progress and disdain.
4. The importance of knowing the relationship between addressing developmental issues in
media campaigns and their relationship to the level of anxiety in adolescents.
5. The study provides scientific results based on evaluating the effectiveness of media campaigns related to development issues, which can benefit those responsible for the positive aspects and work to develop them, know the shortcomings, and avoid them in future campaigns.
IV.
T
HES
TUDYO
BJECTIVESThrough the previous importance, the study aims to:
1. Determining the extent to which university youth follow up on the results of media campaigns on satellite channels related to development issues.
2. Revealing the reasons for young people following the media campaigns provided on satellite channels related to development issues.
3. To identify the order of satellite channels that present media campaigns related to development issues.
4. To show the extent to which young people benefit from the follow-up of media campaigns provided by satellite channels related to development issues.
5. Identify the benefits for young people from following up on media campaigns provided by satellite channels related to development issues.
6. To identify the kind of development issues exposed to the media campaigns provided by satellite channels.
7. Revealing the ranking of university youth for the most important media campaigns provided by satellite channels related to development issues.
8. Study the role of media campaigns in educating university youth on various development issues.
9. To show the positive aspects of the media campaigns provided by satellite channels related to development issues.
10. Examining the negative aspects of media campaigns provided by satellite channels related to development issues.
11. To identify the adequacy of the time allocated to present development issues in the media campaigns provided by satellite channels from the point of view of young people.
12. Comparing male and female university youth to the degree of concern about their exposure to satellite media campaigns related to development issues.
The researcher reviewed the previous scientific heritage related to the subject of the study by presenting the scientific output of previous studies. These studies were limited and benefited from their results to start this study from a new hand. The following is a presentation of some studies related to the subject of the study, which explained the role of media campaigns in raising awareness of development issues:
A. [1]
The current study aims to identify the impact of the media campaigns carried out by the Nigerian government in the capital Lagos for the purpose of raising health awareness of ebola virus, as well as to identify the impact of these campaigns in increasing public awareness of ebola virus, in addition to identifying the impact of those campaigns on the behavior of the public in following the measures of prevention of that virus, and the researcher adopted in his study on the survey method, where he chose a multi-layer sample of the capital Lagos where he divided the capital into administrative areas and from which was chosen A sample of 385 and through the survey form were the most important results of the study as follows:
- The effectiveness of the media campaigns carried out by the Nigerian government in increasing public awareness of the Ebola virus;
- The adoption of the media campaign in health awareness of the Nigerian public through the use of social media sites to enlighten the heterogeneous and diverse public located in the Nigerian capital Lagos;
- The adoption of media campaigns on the radio as a means to warn the public of the danger to the state of the threat to the exposure of the Ebola epidemic.
B. [2]
The current study aims to identify the impact of media campaigns in increasing the awareness of young people and adolescents of developmental issues in society, and what effect those campaigns have on the behavior of young people in relation to developmental issues, and the researcher adopted in his study on the survey method, where he analyzed the content of a sample of media campaigns aimed at addressing development issues in society, in addition to studying a sample of young people in Poland consisting of 286 single research and through the survey the most important results of the study were as follows:
- The adoption of media campaigns on social marketing as a strategy to convince young people of the need to participate in addressing development issues in Polish society;
- The diversity of methods and communication tools used by media awareness campaigns through the reliance on social advertising in addition to the use of radio and television to ensure that media messages reach as many polish audiences as possible;
- A positive direct relationship between exposure to media campaigns and conviction of the content contained in these media campaigns;
- Media campaigns aim to bring about social change in the attitudes and behavior of young people through five consecutive stages, which include raising awareness, contributing, participating, changing behavior, changing social norms and attitudes, and finally achieving the required effects of the media campaign, which is to achieve the well-being of society.
C. [3]
The study aims to identify the impact of media campaigns targeting young people and adolescents in terms of increasing their awareness towards Malaysian heritage and culture, and the researcher adopted in his study on the survey method, where he selected a sample of 175 individual young people in secondary school in the Malaysian city of Lenggong and through the electronic survey the most important results of the study were as follows:
- The importance of media campaigns carried out in influencing the awareness of young people about the importance of preserving the cultural heritage of the state;
- The presence of a strong influence after exposure of young people to media campaigns on their consciousness with the cultural heritage of the state and the importance of preserving it;
- The importance of media campaigns in influencing the behavior of the young people in question by participating in activities aimed at preserving the cultural heritage of Lenggong and making them patrons and keepers of caretaker for that culture;
- Media campaigns contributed greatly to building the confidence of young people and instilling feelings of ownership and belonging to the Malaysian cultural heritage, especially in Lenggong and thus preserving it.
D. [4]
The current study aims to identify the impact of media campaigns related to development
issues in developing and low-income countries on the trends and behaviors of the public, and what are the intermediate factors that increase the effectiveness of media campaigns, and the researcher adopted in his study on the survey method, where he selected a sample of 500 research individuals from developing countries, which included Brazil and Honduras in Latin America. Through the survey, the following most important results of the study were reached:
- The importance of the method used in media campaigns in convincing the target audience, the recreational and educational methods have had a great impact on the trends of the public, especially females, in convincing them of the content of media campaigns related to media planning;
- Diversity in the use of mass media such as radio, television, and newspapers greatly impacts public trends in the conviction of developmental issues addressed by media campaigns. Advertising campaigns related to family planning have had a significant impact on the attitudes and behaviors of the public concerning family planning and its impact on family planning development issues in the community;
- There is a positive direct relationship between exposure to media campaigns and increased public knowledge of community health issues, including smoking cessation and alcohol and drug addiction among adolescents and young people.
E. [5]
The current study aims to identify the impact of media campaigns on the trends and behavior of the public with regard to sustainable economic and social development in society, and what strategies should be used when addressing the public, and the study was based on the method of case study in the study of media campaigns aimed at the English-speaking masses consisting of 22 campaigns aimed at sustainable development, in addition to studying a sample of the public of 450 individuals and through the survey the most important results of the study were as follows:
- The need to rely on a strategy when media campaigns address the public, because of its importance to provide a convincing message that can affect the trends and behaviors of the target audience;
- Advertising campaigns aim to achieve a common vision among the public regarding permanent development issues in the fields of economics and society;
- Media campaigns cannot make an impact on public trends for long periods;
- Of the strategic methods on which advertising campaigns rely to convince the public that they need to include social benefits that can be utilized by the public, which contributes significantly to the impact of the public; to address the attitudes and behavior of the public and to participate in the sustainable development of the community, media campaigns and to ensure the best results, one must use the language understood by the target audience, in addition to using the appropriate media that can effectively reach that audience;
- The importance of dividing the public into segments to ensure the effectiveness of the advertising campaign by addressing each segment in the language it understands and the appropriate means for it;
- The effectiveness of media campaigns in events to influence the behaviors and trends of the public in order to link the objectives of the campaign with the vision of the public to preserve the environment and society.
F. [6]
The study aims to identify the role played by the new media in the understanding of the university youth issues of development issues, and to monitor the trends of youth towards those development issues, where the study is descriptive, which used the questionnaire form as a tool for study and applied it to a sample of 250 individuals from talal modern university of technology and information, the most important results: 66.7% follow development issues through the new media, and 27.3% rarely follow them. Education came in second with 11.6%, health with 11.2%, and in fourth place, cultural and social justice with 10.4%, social protection, disabled and disabled people with special needs, came in fifth with 9.6%.
G. [7]
The study aimed to identify the role of media campaigns in satellite channels in educating adolescents about drugs and their exposure rate to those campaigns. The study is one of the descriptive studies that rely on the survey method in the field, where the sample of the study was in 400 individual adolescents, where the questionnaire was used to collect data. The study found that:
- Channel life came in the lead channels favored by teenagers by 56.5%, followed by DMC channel 56.2%, to follow up on media campaigns related to drugs;
- One of the most important cognitive effects of media campaigns is "knowing the symptoms of addiction" with a mathematical average of 2,260, followed by "knowing how to fight drugs" with a mathematical average of 2,411, and in third place, "knowing the impact of negative addiction on society" with an average account of 2,491.491.491;
- The emotional effects were "increasing my sense of acceptance of the addict after treatment" with an average of 2,163, and "because all my friends follow them" with a mathematical average of 2,320, and the third also came "arousing my curiosity to know the symptoms of addiction" with an average of 2,320;
- The behavioral effects were also "Discuss what I see with my friends" with my average account of 2,630, followed by "Imitating the personalities involved in the campaigns" with an average of 2,216, and finally came "Spreading Awareness about addiction treatment centers" with an account average of 2,396.
H. [8]
The study aims to monitor and analyze the development pages on Facebook and find out the role played by the official in dealing with the issues of media development of development pages on Facebook. The study is based on the survey method using the questionnaire form, the content has been analyzed (Page Support Egypt - Page Of Achievement Egypt - Page of the University of Farmers - Page of the Human Development Association - Page RecycloBekia - Page Of the Eye of the Environment - Page The Egyptian Youth Council) for the period of 31/8/2016 to 1/9/2017, while the field sample was on seven media officials pages for the development of the study place, and the study found:
- Technological tools alone are not able to address the issues of development and bring about the process of desired changes in society to achieve community development in all aspects, but must rely on the human aspect as well;
- The objectives sought by the pages are between advice, guidance, media, education, and reminders.
I. [9]
The study aimed to identify the effectiveness of media campaigns in mobilizing public opinion on the participation of Egyptian residents and expatriates. The study is descriptive, and it was applied to a sample of 400 individual Egyptians living and expatriates abroad, where the survey form was applied to them. The study found:
- The percentage of the sample of the study residents and expatriates for media campaigns broadcast by satellite channels sometimes came at 54.0%, and then the percentage of permanent lyp 30.5%, the percentage of those who watched them rarely came 15.5%;
- The Campaign "Children's Cancer Hospital 27357" was the first of the satellite media campaigns followed by the sample of the study with 89.0%, followed by the campaign "Heart Hospital for Magdi Yacoub" with 87.3%, and in the third order the campaign "Arman Society" by 85.0%, and came in fourth "Campaign of the National Institute of Oncology Hospital 500500" by 75.8%;
- One of the most important motivations for watching media campaigns on satellite channels came "Watching them in safada because they come between the advertising breaks of the TV material I watch" by 95.8%, followed by "Watching them because they are better and more enjoyable" by 93.5%, and "watching campaigns increases the sense of the suffering of others" in third place by 92.5%, and in fifth place "help me see them in the identification of charities in my country" by 92.5%.
J. [10]
The study aimed to identify the dimensions of television and radio treatment of developmental issues in different areas of life related to citizens, especially the population of rural Yemen. The study was based on the survey method, in which the researcher used a content analysis form to analyze a three-month program cycle 1/1/2014 to 30/30/30/2014, for each (talk shows, seminars, mentions or flashes, reports and documentary programs, conversations), the most important results of which are: In the lead in development issues, which came in at 23.8%, political issues came with 23%, followed by economic issues with 19.9%, agricultural and educational issues at 18.5%, in the fifth place, religious topics 17.2%. The first topic raised by the media campaigns was the issue of national dialogue at 60.9%, followed by in the issue of family planning 28.6%, and, in the third-place, water rationalization by 9.5%.
K. [11]
The study aimed to identify the trends of young people towards the future of some issues of development in Egyptian society, where the study is one of the exploratory field studies which depends on the methodology of the social survey in the sample and the number of vocabulary 375 single, using the questionnaire
form as a study tool, the study reached the following results:
- Of the issues of concern to young people issues education, they came to their view negative towards the current education system where it appeared that not taking into account the actual needs of society came in 92%, and then that the courses are not suitable for contemporary and future working life (91%), followed by 89% of the ability to innovate and imagine, and 62% say that it does not produce conscious and educated generations;
- The study results showed the awareness of university youth of the importance and the forefront of education as one of the most important development issues. However, it is considered a national security issue;
- Young people attributed the causes of the population problem as a development issue to a combination of factors, the foremost of which was "the rapid increase in the number of births by 31%, followed by a 26% decrease in the economic growth rate, followed by the role of cultural and social heritages 21.7%, followed by a 21% imbalance in the geographical distribution of the population.
VI.
T
HED
EFININGF
RAMEWORK OF THES
TUDYA. The Concept of Media Campaigns
Sayers defines media campaigns as a set of activities that seek to achieve a set of predetermined goals [12]. Patrycja sees that media campaigns are a collection of communication activities aimed at events that influence public behavior [13].
However, Tully, Piotrowska, et al. define media campaigns as it is seen as a set of communication activities developed during a given time to address a set of predetermined goals that include increasing the level of knowledge and awareness that can lead to changes in public behavior related to social issues and problems [14]. Jones [15] defines media campaigns as a collection of newspaper articles, television interviews and other media templates aimed at achieving a range of objectives.
B. Types of Media Campaigns
Campaigns vary in formats depending on the goal one seeks:
1) News Media Campaigns
It is the kind of campaign that aims to increase the level of information and raise the
public's level of knowledge towards specific issues.
2) Behavior Modification Campaigns
This type of campaign aims to change the target audience's behavior by highlighting the positive aspects and benefits that the public has through such behavior.
3) Mental Image Campaigns
Image campaigns aim to reduce the mental image and ideas of a particular person or organization by relying on logical and emotional methods to improve that image.
4) Awareness Campaigns
Awareness campaigns are based on providing information on a particular issue or topic to increase the cognitive and cognitive level of the public, and these campaigns are often used in the medical field when confronted with new epidemics and diseases.
C. The Characteristics of Media Campaigns - The media campaign aims at a set of predetermined goals;
- Media campaigns are conducted according to strategic plans that identify the methods and tactics that should be followed to achieve the campaign's objectives;
- The media campaign identifies strategies and methods to address the issues they are raising [5]; - The government's policy of "encouraging" establishing a national police and police department is a major step towards establishing a new government [16];
- The media sentence divides the public into categories to address each category appropriately and in the appropriate media [17];
- Media campaigns are also characterized by a timetable in how the media campaign proceeds to start intensively to address the public or start weakly and gradually increase until the goals are achieved [18];
- Media campaigns are also characterized by a variety of aims to address the awareness and awareness of the target audience by increasing public exposure to information in order to influence the behavior of that audience [19];
- Media campaigns are aimed at convincing the public of the content provided by addressing the mental and emotional aspect of the public to make a change in their behavior [20];
- Media campaigns are characterized by diversification in the use of different media to achieve objectives and ensure that the public is exposed to the media intensively and ensures an impact on the attitudes and behavior of the public [21].
D. Levels of Impact of Media Campaigns on Adolescents
There is a range of stages related to the impact of media campaigns on adolescents.
Baumel believes that the levels of influence of media campaigns vary from one campaign to another. Some media campaigns may aim to increase adolescents' awareness towards certain topics, while some other media campaigns aim to change the behavior of adolescents towards some issues, but a change in the behavior of the public, especially some teenagers, goes through a series of stages [22].
The first is to raise adolescents' awareness of the issues and topics raised by media campaigns.
The second is to increase knowledge of the issues by increasing the amount of information that adolescents are exposed to due to these media campaigns.
The third is to increase attention to the dimensions surrounding the issues presented by media campaigns [23].
Fourth of these levels is the formation of the desire and trend of adolescents to take steps in the issues raised, such as contributing and participating with the rest of society to solve these issues or having a tendency among adolescents to follow the procedures followed by these campaigns, if the campaign aims to address the problems suffered by young people such as health problems such as addiction and drugs, or social problems such as bullying against others.
The fifth is the practice of practice and practice advocated by media campaigns related to addressing some of the problems and issues in society [24].
E. The Impact of Media Campaigns on
Adolescents: The Role of Media Campaigns Related to Development Issues in Shaping Adolescent Awareness
Many studies have indicated that media campaigns have an impact on the cognitive and information level of adolescents in many of the topics and issues raised by these media campaigns [25], such as health issues, and that media campaigns [26] have had an impact on adolescents in terms of changing the behavior of adolescents in terms of getting rid of bad habits such as smoking, which has become a visible phenomenon among teenagers, by listing information about the danger of smoking in addition to addressing the methods that can be used to quit smoking, as well as there is a positive effect on the behavior of adolescents. The government's policy of reducing the number of women in the public service is a matter of
concern [27]. The government has also established a national police and police training program to provide the police with available services. Young people such as following positive behaviors and getting rid of bad habits prevalent among young people and adolescents, but Agarwal stressed that there are some difficulties facing media campaigns when addressing adolescents in developing countries, where there are many difficulties and challenges facing media campaigns, as a result of some of the beliefs and ideas that exist among adolescents [28]. Young people are a barrier to our access to the ideas of the media campaign [29]. This encourages them to participate in development issues in society [30]. Media campaigns greatly help disseminate positive behavior among adolescents concerning development issues, which greatly reduces the time needed to address developmental issues and achieve the best results [4].
F. Factors for the Success of Media Campaigns Aimed at Adolescents
- Sooksan believes that the success of the media in convincing the public depends mainly on three factors, including the credibility and confidence of the medium that has a great impact in convincing adolescents about the content of media campaigns [31]. The government's policy of promoting the rights of women and girls is a major concern for the government.
- One of the factors that help the success of media campaigns is the intensity of the media content of the media campaign [32], which increases the awareness and conviction of adolescents in the content provided [33].
- Diversification in the use of traditional mass media such as radio and television, or digital media such as social media sites, ensuring that the largest number of target audiences are reached and ensuring that the public is more exposed to media campaign spotters, and that media campaigns take into account the social and economic aspects of adolescents when addressing them, because of their impact on the formulation of the media discourse, which has a significant impact on the credibility and conviction of adolescents in these media campaigns [34].
- The importance of the news framework used in the formulation of the content media campaigns where it is felt that the use of the educational content based on entertainment has a great impact in attracting adolescents to the media campaign and thus the conviction of the content that it offers, and the need for a partnership between the various media that are
used by the media campaign, and even between governmental and non-governmental organizations based on that campaign to ensure coordination between media efforts, to make the most of that campaign, which is to increase awareness and change the behavior of adolescents [35].
- The importance of these media campaigns contains incentives that help adolescents to be convinced and influence the content provided by the media campaign and can be divided into material incentives, which include financial rewards in kind to young people who contribute to the activities promoted by the campaign, and the second type of moral stimuli, which includes awards that help achieve self-satisfaction among the members participating in that campaign [2].
- Media campaigns must rely in their content on addressing the discourse to the conscience of adolescents, which consists of two parts of a personal conscience aimed at achieving personal interest and community conscience that seeks to achieve the common good, so the media campaign must rely on its philosophy to combine personal needs with the public interest in its media message to ensure a significant impact on the trends of adolescents [1].
G. Definition of Development Issues and Their Classifications
Development issues can be defined as "the kind of issues related to a particular area or multiple areas that aim to achieve a rapid and cumulative increase over some time due to the use of scientific efforts to organize joint efforts by the government and society together" [3]. Development issues can be classified into a range of key elements and categories:
1) Environmental Issues [36]
- Increasing adolescent awareness of the issue of climate change in recent years;
- Increasing adolescent scare about the importance of contributing to other alternatives to organic energy and focusing on renewable energy;
- Reducing thermal emissions due to lack of oxygen.
2) Animal-Related Issues
- Keeping animals from extinction;
- Stop clinical processes based on taking animals as a means of medical experimentation;
- Search for shelters for animals that do not have a shelter;
- Stop negative behaviors related to dealing with animals.
3) Issues Relating to Consumption Patterns [37]
- Working to promote behaviors related to water conservation;
- Working to promote behaviors related to energy conservation;
- Encouraging behaviors based on waste recycling;
- Reducing behaviors related to the habits of purchasing leather goods.
4) Nutrition Issues
- Encourage behaviors [38] related to the follow-up to the health system in nutrition;
- Stop negative behaviors such as smoking and alcohol.
5) Community-Related Issues Raising Public Awareness of the Importance of Family Planning [39]
- To increase public awareness of the importance of preserving the cultural and cultural heritage of society;
- Raising young people's awareness of the importance of education as a key means of progressing societies;
- Increasing public awareness of increasing poverty and how to address it;
- Raising public awareness about the importance of gender equality;
- Raising public awareness about the importance of preserving human rights;
- Developing the public's attitude towards increasing the sense of social responsibility among all segments of society;
- Increasing public awareness of population growth and how resources are provided to cope with that increase;
- Increasing adolescent awareness of the causes of increased child mortality;
- Increasing public awareness towards increasing the illiteracy of females and its negative impact on the growth of society.
VII.
T
HES
TUDYQ
UESTIONS1. To what extent do university youth follow the results of media campaigns on satellite channels related to development issues?
2. Why are young people following the media campaigns provided on satellite channels related to development issues?
3. What is the order of satellite channels that present media campaigns related to development issues?
4. To what extent do young people benefit from following the media campaigns provided on satellite channels related to development issues?
5. What are the forms of benefiting young people from following the media campaigns provided on satellite channels related to development issues?
6. What kind of development issues are exposed to the media campaigns provided by satellite channels?
7. What is the ranking of university youth for the most important media campaigns provided by satellite channels related to development issues?
8. What is the role of media campaigns in educating university youth about various development issues?
9. What are the positive aspects of satellite media campaigns related to development issues?
10. What are the negative aspects of satellite media campaigns related to development issues?
11. How good are the timings for presenting development issues in satellite media campaigns from the point of view of young people?
12. There are statistically significant differences between the average grades of male and female university youth on the survey of concern about their exposure to satellite media campaigns related to development issues?
VIII.
T
YPE ANDM
ETHODOLOGY OF THES
TUDYThe study is one of the descriptive studies that seek to explain the variables, where the study aims to reveal the role of media campaigns in raising awareness of developmental issues and their relationship to the level of anxiety in adolescents through the use of the survey method on a sample of adolescents at Ain Shams University.
IX.
S
TUDYS
AMPLEThe sample of the study consisted of a single sample of 400 students from Ain Shams University.
A. The Study Tool, Its Sincerity, and Stability The study relied on the questionnaire form as an essential tool for study.
B. The Stability of the Questionnaire
The stability test for the questionnaire form was conducted by reapplying the Retest form over some time from their answers to it, on the sample of rationing of 40 individuals, after fifteen days of the first application of the form, and the researcher adopted in calculating the stability of the results of the questionnaire on the calculation of the ratio of agreement between the answers of the researchers in the first and second application and the value of the stability factor 0.93, which is a high stability factor indicates the absence of a significant difference in the answers
of the respondents, as indicated by the validity of the questionnaire.
C. Study Limits
1) Objective Limits
The role of media campaigns was to raise awareness of development issues and their relationship to the level of anxiety of adolescents.
2) Spatial Boundaries
The study involved students of the Faculty of Literature, Commerce, and Law, Ain Shams University.
3) Time Limits
The application of the study was conducted from 24/10/2020 to 25/10/2020.
X.
S
TUDYC
ONCEPTS A. Media CampaignsThis is an intense media activity that extends for a specific period and is associated with a specific theme or idea to stimulate public attitudes towards it.
B. Awareness
This is to give adolescents, through exposure to media campaigns, the required knowledge about the development issues addressed by these campaigns.
C. Development Issues
These are issues that achieve a measure of income and wealth growth and are accompanied by an appropriate amount of culture, knowledge, and upgrading of behavior.
D. Anxiety
It is fear of future social and economic problems in adolescents.
XI.
R
ESULTS OF THEF
IELDS
TUDY The sample consists of 400 people who answered this questionnaire, and the results were as follows: There are 80 members of the total sample who follow the media campaigns on satellite channels related to development issues permanently, 196 individuals who use it occasionally, and 124 individuals rarely follow the media campaigns on satellite channels related to development issues. The motives for following the media campaigns on satellite channels related to development issues are summarized in the following Table 1.Table 1.
The motives for following the media campaigns on satellite channels related to development issues
Phrase Frequency ratio
Eye-catching ad design. 94%
The diversity of the media used. 89%
Because it increases my culture with the development issues at stake.
72% Simplifying information on development issues.
52% Freely presents the economic conditions prevailing in society.
49% It helps me form an opinion on some of
the development issues at stake.
33%
I have a sense of belonging. 48%
It motivates me to participate in the interaction of what is raised about the development issues at stake.
85%
The ranking of satellite channels that present media campaigns related to development issues was as in Table 2.
Table 2.
The ranking of satellite channels that present media campaigns related to development issues
Channels Order ChannelCBC 16% ChannelDMC 16% Channelhayat 15% Channelegyfirst 11% Channel Tin 10% ChannelOn tv 9% Channelmasr 8% Channelegytal2a 6% Channelnail T.V 4% Elnahar Channel 5%
The following Table 3 shows the extent to which the follow-up of media campaigns provided by satellite channels related to development issues is used.
Table 3.
The extent to which the follow-up of media campaigns provided by satellite channels related to development issues is used I benefit greatly Benefit to a moderate degree Benefit poorly 30% 61% 9%
Table 4 shows the extent to which follow-up of media campaigns provided by satellite channels related to development issues is used. Table 4.
The extent to which follow-up of media campaigns provided by satellite channels related to development issues is used
Phrase Frequency
ratio
Provides me with important information on development issues.
98% Give me a sense of confidence in state
institutions.
81%
Increases my sense of responsibility 69%
towards society.
Follow-up on current developments. 34%
Awareness and attention to development issues.
41%
The members of the sample explained the quality of the developmental issues to which they are exposed from the media campaigns on satellite channels, as described in Table 5.
Table 5.
The sample members’ explanation of the quality of the developmental issues to which they are exposed from the media campaigns on satellite channels
Phrase Frequency
ratio
Provides me with important information on development issues.
98% Give me a sense of confidence in state
institutions.
81% Increases my sense of responsibility
towards society.
69%
Follow-up on current developments. 34%
Awareness and attention to development issues. 41% Political issues. 83% Social issues. 81% Economic issues. 83% Educational issues. 61% Health issues. 89% Technology issues. 13%
The most important media campaigns provided by satellite channels related to development issues in the recent period have been as in Table 6.
Table 6.
The most important media campaigns provided by satellite channels related to development issues in the recent period
No. Order
Campaigns Order
1
Health awareness campaigns
(Coronavirus - Virus C Campaign - 100 million Breast Cancer Campaigns).
14%
2 Slum development campaigns 10%
3 Solidarity and dignity campaign to
support those in need 12%
4 Small and micro-enterprise support
campaign 15%
5 E-payment campaigns 9%
6 Economic campaign (reducing prices -
price control) 11%
7 Low-income support campaign (catering
system - bread system) 16%
8 Campaigns for the disabled and disabled 13%
According to 248 individuals, the role of media campaigns in raising awareness of various development issues was positive; 120 individuals had a neutral opinion, while 32 considered that the role of media campaigns in raising awareness of various development issues was negative. The
positive aspects of media campaigns related to development issues were as in Table 7.
Table 7.
The positive aspects of media campaigns related to development issues
Phrase Frequency
ratio
The development issues presented are new and are consistent with the current needs of society.
96%
Its objectives are clear and specific. 83%
Its design is innovative. 62%
Encourages positive change. 51%
Seeks to meet the needs of the average citizen.
41%
Celebrity media campaigns. 30%
Serious development issues that she presents through her messages.
47% Technical methods used to present
development issues.
82% The importance of the development issues it raises.
13%
The most important negative aspects of media campaigns related to development issues were as in Table 8.
Table 8.
The most important negative aspects of media campaigns related to development issues
Phrase Frequency
ratio
Its design is traditional. 56%
The information provided is characterized by a kind of bias in its presentation of cases.
47%
Because it does not help me form an opinion on the issues raised.
35%
Its objectives are unclear. 31%
Do not show at enough rates to be viewed and followed up.
19%
It is not related to reality. 15%
Not related to the current needs of society. 12% The opinions of the sample vocabulary varied by the adequacy of the time allocated to present development issues in the media campaigns provided by satellite channels, where 260 people replied that it is sufficient to some extent and 84 people said that it is sufficient to a large extent. In comparison, 56 people said that it is not enough. Table 9 shows the extent to which media campaigns related to development issues provided by satellite channels are exposed to and their relationship to the level of anxiety.
Table 9.
The extent to which media campaigns related to development issues provided by satellite channels are exposed to and their relationship to the level of anxiety
No. Check
Phrases Agree Neutral Exhibitions
Weighted average
1 I feel like my life will change to the worst in light of the existing development issues.
164 184 52 2.56
2 The current situation in Egypt is unstable and turbulent 44 - 356 1.03
3 I feel like the current situation is better than before January 25th. 252 88 60 2.11
4 Current development issues will affect the political and economic situation
284 84 32 2.68
5 Development issues will make things worse in the coming period. 216 104 80 2.56
6 Media campaigns show positive progress on development issues 168 124 108 2.32
7 Officials' statements do not make me feel united with community members.
20 156 224 1.98
8 The future is so mysterious and unknown that it is hard for an individual to plan important things in his life.
240 124 36 2.46
9 I am very worried about my family members in the current situation.
24 112 264 1.87
10 The state is wasting much money on useless projects. - 128 272 1.77
11 I am very worried about my family members in the current situation.
24 112 264 1.69
12 The current situation leads to frustration - 300 100 1.65
13 I am satisfied with development issues in achieving economic growth
128 176 96 2.22
14 Development issues do not make me worry about the future. 128 176 96 2.22
15 What we are in now is better than ever. 284 64 52 2.64
16 I trust what is being shown through the various media on development issues
252 88 60 2.63
17 I feel reassured by the experiences of other countries. 204 4 192 2.49
18 The impact of development issues on the Egyptian economy worries me
224 96 80 2.46
19 I am afraid development issues will affect the poor class of society. 324 44 32 2.78
20 I am optimistic about the next. 272 88 40 2.69
No. Check
Phrases Agree Neutral Exhibitions
Weighted average
22 I am worried that the media does not cover development projects well.
12 40 348 1.07
23 Officials' statements make me feel united with members of the community.
280 48 72 2.71
24 I feel unhappy with what happens most of the time. - 4 396 0.98
25 I feel that the future is a problem for me. 84 48 268 1.21
26 I have many hopes. 332 68 - 2.76
27 I am concerned about the current situation of my country. 28 40 332 1.83
28 I am worried about thinking about the future. 288 100 12 2.56
29 I expect my ambitions to be fulfilled in the future. 324 72 4 2.76
30 The security situation makes me worry about my life. 28 12 360 1.01
31 I am worried about the spread of serious diseases. 352 40 8 2.56
32 I am concerned about the economic situation the country is going through.
176 92 132 2.47
Overall average 2.86
From the previous table, it is clear that the overall average is 2.86, which means that the extent to which the answers for exposure to media campaigns related to development issues provided by satellite channels and their relationship to the level of anxiety are close to 3, i.e., the answer is yes.
XII.
C
ONCLUSIONS A. Proposed ResearchIn the light of the results of this study, some of the proposed research could be presented as follows:
1. The impact of exposure to media campaigns on the sense of social security in adolescents.
2. Exposure to social media campaigns and their relationship to mislead the Egyptian social reality among adolescents.
3. The role of local radio campaigns in enhancing the intellectual security of adolescents. 4. University youth exposure to public relations campaigns at the university and their relation to their attitudes towards contemporary social issues.
B. Practice
In the light of its findings, this study showed that:
- The government's policy of "protecting the rights of the elderly" is a priority for the government. Working to strengthen some development values through seminars, presentations, and courses, as human development plays an active role in advancing the development process in developing countries; - The media in all its forms should focus on the development of social responsibility among the public and raise awareness of the development issues within Egyptian society;
- The government's policy of promoting the rights of women and men is a priority for the government;
- Preparing training programs for university youth to raise awareness of the development issues in Egyptian society;
- Preparing workshops for adolescents to contribute to supporting contemporary development issues.
