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.0258-2724.56.2.26
Research articleSocial Sciences
E
XPOSURE OF
U
NIVERSITY
Y
OUTH TO
N
ATIONAL
P
ROJECT
C
AMPAIGNS VIA
M
EDIA AND
T
HEIR
R
ELATIONSHIP TO
T
HEIR
A
TTITUDES TOWARDS
E
GYPTIAN
E
CONOMIC
R
EFORMS
大学青年通过媒体暴露于国家项目活动及其与他们对埃及经济改革
的态度的关系
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.samеhawаdalla@chi.аsu.edu.eg
Received: January 23, 2021 ▪ Review: February 21, 2021 ▪ Accepted: April 5, 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
University youth is exposed to national project campaigns through digital media and their relationship to Egyptian economic reforms. The study aimed to analyze the methods used by digital media in presenting national project campaigns and find out the campaigns of national projects presented through digital media, knowing the attitudes of university youth towards Egyptian economic reforms. The study relied on the methodology of using the survey method on a sample of university youth. The study sample consisted of 400 respondents from Ain Shams University, October 6 University, Beni-Suef University. The study concluded that the most important reasons for the interest in following up the campaigns of national projects through digital media are: because they arouse feelings of belonging to the country, identify the most important national projects that affect economic growth, obtain various information about national projects within society. The most important national projects campaigns that they were exposed to through their use of digital media are the new Administrative capital projects, the New Alamein City project, the Damietta New Furniture City project, the Grand Egyptian Museum project, the Suez Canal Economic Zone project, the one and a half million acres agricultural project, the city and resort Al-Jalala.
摘要 大学青年通过数字媒体及其与埃及经济改革的关系接触到全国性的项目运动。该研究旨在分析 数字媒体在开展国家项目活动中使用的方法，并找出通过数字媒体进行的国家项目活动，从而了解大 学青年对埃及经济改革的态度。该研究依赖于对青年大学样本使用调查方法的方法。该研究样本包括 来自太阳在哪里大学，10月6日大学，我自己大学的400名受访者。该研究得出结论，对通过数字媒体 跟进国家项目运动感兴趣的最重要原因是：因为它们唤起了对国家的归属感，因此确定了影响经济增 长的最重要的国家项目，获得了关于国家的各种信息。社会内部的项目。他们通过使用数字媒体接触 到的最重要的国家项目活动是新的行政资本项目，新的阿拉曼市项目，达米埃塔新家具城项目，大埃 及博物馆项目，苏伊士运河经济区项目，一个半百万英亩的农业项目，城市和度假胜地贾拉拉。 关键词: 媒体，大学青年，国家计划，埃及经济改革
I.
I
NTRODUCTIONDue to the recent experience in Egypt in many major economic crises, the need for new, unconventional economic solutions to get out of these crises has prompted the political leadership to launch many national projects to carry out many economic reforms to provide a good climate for development and attract investment opportunities.
The rapid development of digital media has led to expanding public opinion and its transfer from the space of traditional voice conversations to interaction through digital media platforms. Due to the nature of the two-way flow of information through digital media, there is an easy transmission of information and news about national projects while providing freedom of expression and exchange of views for users about these projects and the consequent economic, political, and social reforms.
Digital media has become a common communication method that allows users to create and share information with others. Digital media is an appropriate way to allow people to satisfy their needs such as entertainment, access to information, social communication, and self-expression, and these methods have become the easiest and most powerful means of obtaining knowledge in the field of economics and politics compared to the traditional media, which is subject to direct censorship and narrowing of the methods of displaying economic and political information.
National projects are an essential and important pillar in the life of any society. They are the lifeblood as often described, as we find that digital media has a positive and effective impact due to its significant impacts on the sectors of society. Digital media has enormous potential as an important means of supporting the growth, national
projects, and economic reforms of countries due to their flexibility at the public's positive mobilization and building confidence.
The emergence of digital media technology has contributed to an increased sense of national enterprise through follow-up and participation, as these projects have received more attention from digital media than in previous periods.
If the national projects represent, they also highlight the topics that concern most of the community because they have the dimensions intertwined with most of society's issues. This reality made it very necessary to enjoy the media's great importance. Media campaigns carried out through digital media can convey the true picture of these projects and the economic forms that they entail.
One of the methods used by the state in disseminating its media campaigns is the use of digital media, such as social media, as one of the most widely used and common among young people, to ensure continuous exposure to media content, in addition to establishing an interactive bilateral communication between the public and the communicator, which contributes to increased conviction in the media message [1]. Through this, young people are provided with information on the dimensions of the national project, the benefits that the state can gain through these national projects, and economic reforms that seek to be implemented. Through these campaigns, it is possible to remove the fear and anxiety related to the national reforms that seek to be adopted by the state, which are usually formed through rumors and misleading news published by some irresponsible parties, contributing to convincing young people of the importance of these reforms and national projects, which contributes to the formation of support and
support for the state in the implementation of the project [2].
In this research, we will monitor the campaigns of national projects through digital media and their relationship to the trends of youth towards Egyptian economic reforms.
II.
T
HEP
ROBLEM OFS
TUDYThe importance of young people following up on national projects through digital media to increase their awareness of the possibility of participation from all the most changes the course of those economic reforms resulting from these projects at the local, national, and global levels.
The achievement of development and economic reforms demands group of projects launched by the government, those projects are subject to the public participation of these projects and support for them, which comes from the conviction and acceptance of the public for these projects, so we find that media campaigns provided through the digital media can be used as a means of spreading national projects and raising the interest of young people in these projects to increase their active participation, as these media campaigns lead to change the attitudes and behavior of young people The negative with regard to national projects and associated economic reforms,by focusing on the personal gains that young people can achieve either directly through job creation or indirectly, which can be achieved through the improvement of educational and health services in society, and many of the studies indicated the role of national enterprise campaigns through the media in shaping the trends of youth towards economic reforms such as [3], [5], [6], [7], [8], [9], [11].
Media campaigns have been used to raise awareness of national projects because of their important role in development processes, address the public, educate them, and urge them to accept new ideas and methods, which show a change in ideas and turn them into positive ones.
The problem of the study is the following: Exposure of university youth to national enterprise campaigns through digital media and their relation to their orientation towards Egyptian economic reforms.
III.
T
HEI
MPORTANCE OF THES
TUDY1. The importance of the study is the importance of the national projects of the Egyptian society and the resulting economic reforms, especially after the beginning of a difficult phase that Egypt has gone
through since the revolutions of January 25 and June 30, both politically, economically, and socially.
2. National projects represent a turning point in the Egyptian economic system, making them enjoy wide-ranging follow-up rates through traditional and modern means of occupation.
3. Raising adolescents' awareness about the positive aspects that the state can achieve in implementing these projects and economic reforms, which helps to form their motivation in adopting the ideas advocated by campaigns promoting national projects.
4. The importance of electronic media campaigns in providing young people with all the facts, news, and information about national projects of interest to university youth.
5. The study focuses on campaigns through digital media as the most important form of modern technology that keeps pace with the times and is significantly exposed and influenced by young people.
6. To highlight the positive image of the state through its role in improving the economy through the programs it seeks to implement, such as economic reforms or national projects.
IV.
T
HEO
BJECTIVES OF THES
TUDY1. Monitoring the methods used by the digital media in its presentation of national project campaigns.
2. Revealing the campaigns of national projects presented through digital media.
3. Identifying the strength of national enterprise campaigns through digital media in promoting the trend towards economic reforms.
4. Learn about the youth's assessment of the digital media's handling of national project campaigns.
5. To know the trends of university youth towards Egyptian economic reforms.
V.
P
REVIOUSS
TUDIESThe researcher reviewed the previous scientific heritage associated with the study's subject 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:
The current study aims to identify the impact of public exposure to official media campaigns and their relationship to the formation of youth trends towards economic reforms, in addition to identifying the trends of youth towards national projects carried out by the state, and the researcher adopted in his study on the survey method, where he chose a sample of 760 individual research individuals who were exposed to the national campaigns of the State of Ukraine calling for economic reforms. Through the electronic survey, the results of the study indicated that:
- Through media campaigns, the state seeks to form a positive force image of the economic activity that it is doing;
- There is a positive direct relationship between the exposure of young people to these campaigns and the positive trend they have about economic reforms carried out by the state,- that these media campaigns help to form the identity of the state to the outside world, which contributes to the achievement of more economic investments of the state;
- The study is the dependence of the Ukrainian government on a group of media to convince young people of the importance of economic reforms carried out by the state;
- The results indicated the results of the results of the state's advancement of thestate, Study to rely media campaigns on digital technology to reach the target audience and thus achieve the greatest effectiveness in achieving the goals sought by the state;
- Social media sites are used by the state to ensure that the public is fully exposed to the media sentence, and young people are exposed to these reforms. The state tries to convince young people that the economic reforms apply modern and technical concepts related to the economy, which contributes to the involvement of young people in the efforts of the state to promote the Ukrainian economy.
B. [4]
The study aims to identify the impact of the campaign carried out by the Australian government to convince young people of the benefit of economic reforms carried out bythe government, andthe researcher adopted in his study on the method of case study where he studied thecampaign carried out by the Australian government under the name Find Thirty,which aims to convince young people ofthe economic
reforms that it intends to undertake, in addition to studying a deliberate sample of young people who were exposed to that campaign consisting of 405 individual research and through the survey the most important results of the study were as follows: - There is a positive direct relationship between youth exposure to media campaigns and increased awareness of economic reforms, the study showed that the degree of awareness of young people about economic reforms stems mainly from the degree of interest in the subject and confidence in the government that seeks to promote those campaigns,-the results of the study indicated that the increased awareness of young people about economic reforms comes by convincing the circles close to young people and means reference groups through which can convince young people of the content of media campaigns and what they advocate;
- The media campaign in question is primarily aimed at changing the behavior of young people towards the economic reforms that the Australian government seeksto implement in the future;
- The likelihood of the public remembering the media wholesale is very much related to the presentation of that sentence in different ways and methods of communication.
C. [5]
The current study aims to identify the effects of the media campaigns carried out by the Japanese government related to the research of young people on drinking milk and the effect of those campaigns on convincing the young father of the content of those media campaigns. The researcher relied in his study on the experimental method by exposing a group of young people between the ages of 12-18 years where the total of individuals in the control group was 226 while the number of the experimental group was 258. They were exposed to the campaign carried by the Japanese government under the name Ask Milk. The study results indicated that the experimental group was more aware of the media campaign than the control group, which is a natural result of the group's exposure to that media campaign. The study found no relationship between exposure to that campaign and the effect on the behavior of the sample in question. The study results indicated that the reason for attracting the attention of the public sample study is the use of a recreational and fun method, which contributed to attracting young sample. The study showed that the reason for this campaign is
to maintain the national security of Japan, which is human health, as young people in Japan suffer from problems of calcium deficiency severely. Hence, it was necessary to do this campaign to educate young people about the importance of eating milk to solve that problem.
D. [6]
The current study aims to identify the impact of media campaigns aimed at convincing young people of the economic reforms carried out by the state, and what is the impact on the direction of youth, and the researcher adopted in his study on the survey method, where he selected a sample of 149 students fromthe Canadian city ofCalgary who were exposed to that media campaign and through the survey the most important results of the study were as follows:
- The goal of the media campaign to convince young people of the seriousness of economic reforms carried out by the state among them is the criminalization of smoking between the state. The study showed that the media campaign aimed to increase the awareness of young people about the dangers of smoking, which destroys the health of young people who are considered to be the wealth of the national society;
- The media campaign relied on diversification in communication methods that included publications that were suspended in schools in addition to posters thatwere placed on school buses;
- There is a direct relationship between exposure to the media campaign and increased awareness of economic reforms and their positive impact on the health of students.
E. [7]
The study aims to identify the effectiveness of media campaigns in introducing young people to national projects and economic reforms, the methods, and strategies adopted by the state in its national campaigns aimed at the public, including the youth group. The researcher adopted the case study method through the study of campaigns carried out by the Nigerian government in Oyo city, through the study of the opinions of 64 government officials and studying 40 graduates of agricultural colleges to learn about the effectiveness of economic reforms. The study showed that media campaigns aim to promote and protect the state's point of view regarding the motives of these projects and economic reforms.
Media campaigns aim to impact public behavior and economic reforms in these economic reforms.
F. [8]
The study aimed to identify the extent to which the study sample was exposed to electronic media campaigns related to the national transformation program 2020 on social networking sites. The study is a descriptive study based on surveying the two sectors of the field, while the sample is deliberate, consisting of 200 individuals. The questionnaire was relied on as a tool for collecting data. The study found that there are statistically significant differences between male and female sample study in the follow-up of media campaigns for the National Transformation Program 2020 m on social networking sites. One of the main reasons why young university students are exposed to the electronic media campaigns of the National Transformation Program 2020 is to follow the Kingdom's achievements in achieving Saudi Arabia's vision for 2020 with the relative importance of 79%. The results also indicated a 69.5% increase in the percentage of respondents in electronic media campaigns on their role in educating university youth in the 2020 National Transformation Program, while 30.5% do not see this role in raising awareness.
G. [9]
The study aims to identify the role of the media in drawing the mental image and political awareness among university youth towards the achievements of the Egyptian government from 2014 to 2018 and to monitor the extent to which university youth rely on the media in building their political awareness about the issues of their country. The researcher used the descriptive method, the questionnaire to collect the data, applied it to a sample of 400 individuals, and reached the following results:
- The existence of a statistically positive direct correlation between the intensity of the viewing of satellite news channels and the level of political participation of university students;
- The existence of a positive correlation between the intensity of exposure of university students to political content provided by the media about government sanctions and the level of mental image and political awareness of them.
The study aimed to know the trends of university youth towards the treatment of satellite news channels and newspaper sites for national projects and the implications for the general mood of university youth, where the study belongs to descriptive studies that follow the survey method in the sample of the sample applied to a sample of 600 individual sins of the Egyptian public, religious and private universities, using a form The survey, which was conducted by the study, was conducted in the second place, followed by the national project for social housing in third place. In fourth place, the national road project includes the governorates of Egypt. Most young university students trust the objectivity of satellite news channels concerning Egyptian national projects. In contrast, they do not trust them at a low rate, and then the majority of university youth trust the objectivity of the websites of electronic newspapers to some extent. The researchers' expectations that "conditions will be much better than they are now" are at the forefront of the expectation sought by the researchers on the conditions of Egypt over the next five years through their follow-up to national projects by 59%, followed by (will remain the same now) in second place with 28.3%, and finally the expectation of the researchers that (conditions will be worse than they are now) by 12.7%.
I. [11]
The study aimed to identify the most media campaigns followed by Egyptian residents and expatriates on satellite channels and their role in introducing the most important issues of Egyptian society. The study is included in descriptive research, which used the survey method, where the study was applied to a sample of 400 individual Egyptians living and expatriates abroad, and the study found that the campaign of the Children's Cancer Hospital 57357 got the first place by 89%, followed by the campaign of the Heart Hospital for La Jajedy Yaacoub 87.3%. There is a statistically significant correlation between the intensity of the views of the researchers of the media campaigns on satellite channels and their level of social responsibility.
J. [12]
The study aimed to identify the role of electronic newspapers and social networking sites in shaping the trends of the Egyptian public towards Egyptian national projects and the degree of confidence in this medium. This study is one of
the descriptive studies that follow the method of survey media application on a field sample consisting of 400 individuals of the Egyptian general public, using the questionnaire form, while the sample of the analytical study was in the websites of the electronic newspapers with paper copies, namely (Al-Ahram - 7th day - delegation) from 1/5/2017 to 30/5/2017 using the content analysis form, the most important results; the communication sites came from the most important sources of information about national projects, followed by the websites of the news newspapers on the Internet. The project of the new Suez Canal came in the first place for national projects addressed by the sites of Al-Ahram - 7th day - delegation, followed by the project of new roads and bridges, the extension and development of metro lines. The new administrative capital was in third place. The fish farming project came in fourth place, and in fifth place, the project of lively Egypt neighborhood of Asamra came.
K. [13]
The study aimed to reveal the role of social networks in shaping trends of Egyptian youth towards supporting major national projects in general. This study belongs to descriptive studies that follow the survey method and has used the questionnaire as a tool to collect data from a sample of 389 individual deliberate youth. The study found:
- There are statistically significant differences between the degree of interest of the researchers in pursuing the Suez Canal project and both (trend towards relying on social networks, towards the trend towards supporting the Suez Canal project, towards the direction towards The future role of social networks;
- There are statistically significant differences between the degree of dependence on social networks and both (the level of exposure - the trend towards project support - the effects of relying on social networks to support projects) in favor of the most dependent.
L. [14]
The study was conducted on a sample of international and British experts. Interviews and focused discussion groups were used with 16 experts. Three targeted discussion groups were conducted on a sample of young people between the ages of 15 and 19 over 18 months. The study results proved that the experts felt that media
campaigns should be directed to specific groups of young people or children. Experts say that media campaigns target all groups of young people without classification of certain segments of young people, such as transvestites, perpetrators of violence, and personal abuse. Both young people and experts stressed that the dramatic method could be used in campaigns because it can provoke emotional responses that help to learn and the importance of involving young people themselves in media campaigns.
M. [15]
The study aimed to identify whether a media campaign that relies on a single medium such as television advertising can influence the target audience or the campaign will be successful if more than one media outlet is mixed within the media campaign. The campaign to encourage breastfeeding is chosen between women and called life and development. Data were collected on five Stages in Vietnam, three stages were conducted on a cluster sample of 11,277 mothers for children under six months of age, and the results of the study proved that the more strategies used in the media campaign together, the more influential the media campaign would be and lead to the adoption of breastfeeding behavior. Geographical areas where a mix of media is used in the media campaign contribute to the social dissemination of breastfeeding behavior.
N. [16]
The study aimed to identify the economic reform steps taken by the Egyptian government, including the floating of the pound, reducing fuel subsidies, and the application of value-added tax. The survey used the survey form for a sample of 250 individuals exposed to this campaign. The study found no significant relationship between exposure to the campaign and the positive orientation towards economic reform that has been taken. The study found a significant relationship between the age factor and the trend towards reform. The positive trend among older groups over 50 and the negative trend among the younger groups (18-25 years old) increase. While there has been no significant correlation to the change of type, he mentioned or praised the trend towards economic reform among those subjected to the campaign.
O. [17]
It aimed to test the impact of a multi-tool electronic campaign using social sites to urge young people to quit smoking and employed a semi-experimental design where the trial period spanned three months on a sample of 136 young smokers between the ages of 19 and 29. The study results proved that many sample smokers prefer to participate in a forum for helping to quit smoking traditional smoking. She stressed that campaigns through social networks provided a good opportunity to promote smoking cessation, and users of media campaigns through social networks were more likely to quit smoking than those exposed to traditional methods that encourage quitting smoking, by 91% compared to 79%.
VI.
T
HEK
NOWLEDGEF
RAMEWORKOF THE
S
TUDY A. Economic ReformHuman [18] defines economic reform as "actions aimed at ending the chronic problem of low productivity and the chaos caused by mismanagement for economic activity".
He defines economic reforms as "measures aimed at improving society economically by harnessing a set of strong measures through which the existing conditions can be changed to the best to achieve the most desirable benefits, including the prosperity of society” [19].
B. National Projects
National projects are generally large-scale megaprojects consisting of infrastructure, transportation, the environment, or even other sectors such as culture, education, energy, or ICT. It is also about large-scale productive investments and research and development projects.
National projects are referred to as "government-funded activities that seek to achieve local development [20].
National projects are known as "giant projects that are largely based at the cost of more than $1 billion and are aimed at achieving and promoting development within society and attracting much public attention because of its great impact on society and the economic or social benefits it can bring" [21].
C. The Concept and Characteristics of Digital Media
Nimrod [22] defined digital media as "a type of media that allows information to be shared across
many forms of media such as text, images, video and audio, combining traditional and social media". Also, Masip, Ruiz-Caballero, & Suau [23] define digital media as "content that is presented in digital form and through digital content transfer platforms, including social media, smartphone applications and virtual reality that allows users to form groups and transmit information, which affects the formation of values, opinions, beliefs and behaviors in a dynamic way”.
The characteristics of digital media can be described as follows:
1) Digital
With the growth and development of digital media technology, the conversion, storage, and transfer of information were adopted on codes. Until that, information was transformed into digital form. Digitization is the feature that allows information to be stored on hard drives, memory cards, and instant transmission of information over the Internet and satellites, resulting in a technological transformation or conversion of different forms of information (text, sound, and image) into a unified system.
2) Interactivity
Digital media is interactive or two-way communication that allows users to increase sharing and integration with content. The interactive feature of digital media can be observed in simple actions such as liking a Facebook post or commenting on a piece of news in a blog. Digital media promotes a culture of sharing where the boundaries between the consumer and the digital media content producer disappear [24].
3) Hypersexuality
Complex texts or links are one of the most popular features of digital media that allow users to increase the freedom to choose content from many sources of information available to them, and links on websites provide a non-sequential connection between all types of data that are followed across many platforms such as computers and the Internet.
4) Global Networks
Digital media supports cultural globalization, allowing for more general interaction and, rather than individually, networks, and allows them to increase "collective intelligence" by increasing access to resources and relying on a wide range of talent and sources of information.
5) Virtuality
Digital media is a model of virtual reality where digital media presents a different reality to the actual reality, which means a huge flow of
information and a multiplicity of sources of attention, and this feature is achieved especially in social networking sites, which allows users to present themselves in the way they see fit.
D. The Objectives and Components of Media Campaigns on National Projects
Media campaigns seek to achieve a range of objectives related to national projects and economic reform, including:
1. Introducing the economic projects or reforms that the country is seeking to achieve in the future.
2. Provide the public with accurate and detailed information on economic reforms or mega projects that the state seeks to implement in the next phase.
3. Preparing the public for these projects and reforms, which helps to participate in their implementation.
4. To get the support and support of the material and moral masses in the success and implementation of those projects and economic reforms [25].
5. Increase public awareness of the positive aspects that the state can achieve in implementing these projects and economic reforms, which helps create the public's motivation to adopt the ideas advocated by campaigns promoting national projects.
6. To highlight the country's positive image at the external level through its role in improving the economy through the programs it seeks to implement, such as economic reforms or national projects [26].
7. Motivating and encouraging investors to participate in national projects and highlighting the positive aspects of economic reforms and their positive effect on local and international investors.
8. The media campaigns are also aimed at promoting and protecting the state's view of the motives for these projects and economic reforms [27].
9. Directing the public towards the risks and problems facing the state that can be solved through these projects or economic reforms developed by the state.
10. Develop the social responsibility of members of society as members responsible for achieving the public interest by participating in national projects and implementing the economic reforms they advocate [28].
E. Components of the Media Campaign Related to the Promotion of National Projects and Economic Reforms
The media campaign consists of a set of elements, which include [29]:
1. The theme, which is the national project or economic reforms that are the focus of these media campaigns.
2. Goal or the set of objectives that the state seeks to achieve using media campaigns where the state promotes a range of objectives through media campaigns, including introducing the national project or focusing on the positive aspects of economic reforms.
3. Strategy: It is considered a map that shows the progress of the international media campaign and the means of communication used to disseminate information related to those national projects or economic reforms.
4. Public: It is considered one of the main factors and components of the media campaign. Certain variables are imposed on the media campaigners, such as objectives and the nature of the audience in terms of the age group, the most influential communication channels, and the degree of homogeneity of the public.
5. Communication means, which will be used to promote national projects and the communication means used according to the nature of the public and the objectives to be achieved, including road advertisements, books, radio and television advertisements, and, finally, social networking sites, which are considered the most popular communication means for young people now.
F. The Role of Media Campaigns in Shaping Youth Trends towards Economic Reform
1. Providing young people with information about the dimensions of the national project and then media campaigns play an educational role for young people.
2. To identify the benefits that the state can gain through these national projects and the economic reforms they seek to implement.
3. To identify the benefits that young people can gain from these economic reforms, such as job creation and increased per capita income [30].
4. Increasing young people's awareness of these national projects.
5. A change in the behavior of young people concerning participation in these national projects [31].
6. Focus on the national sense of youth through social education and show that these economic projects or reforms are part of the national work of the state. Participation in it is a national duty. Young people are the group that should be involved in that national work [3].
7. Schmidt [6] also stressed the importance of identifying feedback from young people through which the communication message can be modified, which contributes to strengthening the communication message and the involvement of young people in what the media campaign calls for.
G. The Role of National Media Campaigns in Building Awareness about Economic Reform among Young People
Media campaigns seek to build awareness about economic reform or national projects to attract public attention to these economic projects and reforms, which are the first step in increasing public awareness of these reforms and national projects, providing the public with information that contributes to increasing the cognitive awareness of young people towards national projects and removing the fear and anxiety related to national reforms that seek to be adopted by the state, which usually consists of rumors and misleading news published by some irresponsible actors [32]. As well as improving the image of the state among young people, especially in developing countries that are suffering from economic problems, so media campaigns to improve the stereotype of the state come by highlighting its role in developing and stimulating the economy through the package of economic reforms pursued by the state or through the national projects to be implemented to disrupt the national economy, and to build the identity of the state economically, especially those suffering from political turmoil, so these reforms or projects are important in shaping the state's identity for the public, especially young people, as the most benefiting from these reforms or projects [33] and contribute to convincing young people of the importance of these reforms and national projects, which contributes to the formation of support and support for the state in the implementation of the project, and help to form a popular and popular base among young people about these projects, which contributes to the formation of a positive public opinion towards those economic reforms [7]. Media campaigns contribute to the change of the attitudes and behavior of negative youth concerning economic reforms by focusing on
personal gains. Young people can achieve them either directly through the creation of jobs or indirectly through the improvement and development of educational and health services in the community [34] and seeking media campaigns in the formation of beliefs and the consolidation of social ideas by influencing reference groups such as parents and friends, affecting the increased awareness of society members that are affected by reference groups concerning economic reforms [35].
H. The Importance of Media Campaigns on National Projects
1. It helps show the country and put it on the international map, which encourages investors to enter the local market.
2. Creating positive national is tic images of the state among international organizations such as the World Bank and other stakeholders that can affect the economic activity of the country, especially with countries that suffer from a negative stereotype and which can affect the pace of investment in those countries [36].
3. To introduce the efforts of the state and the actions it takes to improve economic activity, which is reflected in the level of living and the income of the individual and society.
4. To stimulate public behavior towards participating in the sustainable state plan towards economic reforms.
5. Introducing the benefits of national projects by mentioning detailed information about them [37].
I. Features of Media Campaigns on National Projects
1. The length of time as the media campaigns are characterized by the fact that they are continuous for a specified period, not relatively short, to ensure the achievement of the predetermined goals.
2. Diversity in the use of means to reach different and diverse audiences.
3. The comprehensiveness of the campaign's objectives and its geographical breadth and not only to the local masses and show the use of foreign languages to address the outside world peoples and rulers at the turn of the state's efforts [38].
4. Diversification in the use of the emails, whether emotional or logical, according to the target audience and the campaign's objectives.
5. Campaigns aimed at promoting national projects or economic reforms are costly to use multiple means of communication, often traditional media, for their ability to disseminate information to a large public base in a short time [39].
6. Proceed according to a strategy and plans that have been developed in advance that outline the objectives that must be achieved, the means that can be used, the period for the use of each medium, and the pace of the media campaign during the period specified for it, whether by starting an intensive or low campaign and gradually increasing over time.
7. Diversity in the objectives, trends, and issues it seeks to raise, whether political, economic, and social [7].
8. These campaigns seek to bring about a change in the social norms and ideas prevailing in developing countries, which are characterized by the strained relationship between the government and the public, which leads to good support for the direction of the state regarding the actions and projects it intends to undertake [40].
J. Use Media Campaigns to Develop Youth Attitudes towards Economic Reforms
Canry [41] believes that youth trends are formed by increasing young people's information on economic reforms and projects that countries seek to establish and thus the knowledge level. Bolin [42] believes that these media campaigns increase the level of information for young people, which increases the awareness of that group of economic reforms that the state seeks to initiate, rely on a range of media outlets to convince young people of the importance of economic reforms carried out by the state to promote the state, the use of celebrities and stars of the beloved society to present a convincing message, use the most popular means of communication to convince the public and increase their awareness of economic projects and reforms, such as radio to address young people in villages and non-urban areas where young people tend to use radio as the most used means and then governments and states tend to use radio to direct their media campaigns that seek to promote economic projects and reforms [5]. The state also uses media campaigns to disseminate explanatory information about economic reforms and the merits of these reforms. This leads to a significant increase in the cognitive level of youth and the means of communication, and the fact that it has its place among the public. Young people, in
particular, are one of the means used to increase the awareness of young people about national projects, for example, what many countries are doing in the framework of convincing and raising awareness of their national projects by using global news networks such as CNN because they have credibility and confidence at the international level to disseminate their media campaigns to convince the public of the seriousness of these national projects [43]. The state tries to convince young people of economic reforms that they apply modern and technical concepts related to the economy, contributing to the involvement of young people in the efforts of the state to promote the economy. Within the framework of increasing the awareness of young people about national projects and economic reforms, the state resorts to its media campaign on the strategy of comprehensiveness in exposing the public from the halal of besieging the public by various means, contributing to attracting attention and raising awareness of the economic reforms sought by the state [44]. One of the methods used to increase the awareness of young people in national projects is the language of speech used in the treatment of the media message and its ability to diversify in logical or emotional terms, which contributes significantly to the increased conviction of the content of the media campaign, where many studies such as Ono's study indicate the effect of the language used to convince young people of the media campaign carried out by the state to address one of the issues it is raising [45].
VII.
M
ETHODOLOGY OF THES
TUDYThe study is one of the descriptive studies that seek to explain the variables. The study aims to reveal the role of national projects through digital media in educating young people about Egyptian economic reforms, using the survey method on a sample of university youth.
A. Study Sample
The study sample consisted of a single sample of 400 students at Ain Shams University, University of October 6, Beni Suef University.
B. The Study Tool, Its Sincerity, and Stability
The study relied on the questionnaire form as an essential tool for study.
C. 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 45 individuals, one week after the first application of the form. The researcher relied on calculating the stability of the questionnaire results on calculating the ratio of agreement between the answers of young people in the first and second application and the value of the stability factor 0.89. A high stability factor indicates no significant difference in the answers of the youth, as indicated by the validity of the questionnaire for application.
D. Study Limits 1) Objective Limits
The researcher identified the subject of his study in "Exposing university youth to national projects campaigns through digital media and their relationship to their directions towards Egyptian economic reforms."
2) Spatial Boundaries
Spatial boundaries are represented at Ain Shams University, University of October 6, Beni Suef University.
3) Human Boundaries
The study was conducted by students (aged 18-21) at Ain Shams University, University of October 6, Beni Suef University.
4) Time Limits
The study is limited from17/10/2020 to 17/11/2020.
E. Study Concepts
1) National Enterprise Campaigns through Digital Media
These are campaigns provided through various digital media, which aim to raise awareness of national projects.
2) Economic Reforms
This means the economic steps taken by the government within the framework of an economic program that guarantees the path of economic recovery.
VIII.
R
ESULTS OF THEF
IELDS
TUDYThe sample consists of 400 people who answered this questionnaire. The results are as follows:
84 individuals in the total sample constantly follow national project campaigns through digital media, 240 individuals sometimes follow them, and
76 rarely follow national project campaigns through digital media. Table 1.
The reasons for the interest in pursuing national project campaigns through digital media
Phrase Frequency ratio
For the feelings of belonging to the homeland. 96%
Learn about the most important national projects that affect economic growth. 83% Get a variety of information about national projects within the community. 82% It allows me to participate and discuss current national projects. 62% Identify the obstacles that affect the success of national projects in society. 51% Know different views on national projects and their impact on the economic situation. 47% It helps me form an opinion on some of the national projects on the table. 41%
Photos and videos accompany projects. 30%
Its coverage is instantly published and constantly kept up to date. 13% The reasons for not being interested in pursuing
national project campaigns through digital media were minimal, as described in Table 2.
Table 2.
The reasons for not being interested in pursuing national project campaigns through digital media
Phrase Iteration
These campaigns did not convince me. Zero
National projects are presented in a difficult way that only specialists understand. 12
The blurring of one of its objectives Zero
Because they do not have objectivity and credibility in dealing with national projects. Zero
Not related to the current needs of young people 19
Provide only positives. 4
I do not have time to follow national enterprise campaigns through media and digital. 2 Table 3.
Opinions in the methods used by digital media in their presentation of national project campaigns
Phrase Frequency ratio
- Use appropriate media messages. 72%
- The realism and credibility of the media message 72%
- Modernity and novelty of projects 61%
- Easily remember the contents of messages 40%
- Innovation in media campaigns 20%
- Diversity in project processing 0%
The participants answered in the sample that digital media are used in the presentation of
national projects affecting them as described in Table 4.
Table 4.
Influence of digital media presenting national projects on the sample participants
To a large extent Medium A little weak
9% 25% 66%
Eighty-nine out of 100 respondents reported that they had been subjected to national enterprise campaigns through digital media. In contrast, 11 reported that they had not been exposed to national enterprise campaigns through digital media.
The participants also identified what national project campaigns they were exposed to through their use of digital media (Table 5).
National project campaigns the participants were exposed to through their use of digital media
M Phrase Yes No
1 New Administrative Capital Projects 356 44
2 New City of Alamein Project 356 44
3 Damietta New Furniture Project 360 40
4 The Great Egyptian Museum Project 356 44
5 Suez Canal Economic Zone Project 356 44
6 1.5 million acres of farmland project 356 44
7 Majesty City & Resort Project 356 44
8 Other... - -
Table 6.
What methods can be used to convince people of the national project campaigns presented through digital media?
M Phrase Yes No
1 Videos 220 180
2 Relationships 48 352
3 Topics to be published by the public 280 120
4 Articles written by specialists 164 236
5 Publications by official government agencies 272 128
6 Audio clips 148 252
7 Pictures 320 80
8 News posted on social media 356 44
9 Other... - -
Table 7.
The forms of interaction of university youth with the national project campaigns to which they are exposed through digital media
Phrase Frequency ratio
- Just to impress me. 80%
- I send the topic to my friends via digital media. 67% - Watch videos and send comments about them. 51%
- Share topics and discussions with others. 49%
- Make sure you write a comment. 22%
- I do not care. 5%
- Use e-mail on the site. 7%
- Download videos or photos 3%
Table 8.
Youth's attitudes towards national project campaigns through digital media
Positive Neutral Negative
61% 30% 9%
Table 9.
The respondents’ assessment of the digital media's handling of national enterprise campaigns
M
Phrases Check Agree Neutral Exhibitions Likely
Medium
1 A minute in its presentation to the national legislator
292 72 36 2.62
2 National projects are better delivered than other media
260 124 16 2.54
3 National projects appear to be the ideal solutions to the problems facing society
248 112 44 2.41
4 National projects appear positively 248 100 52 2.40
5 I am satisfied with national projects and associated economic reforms
76 252 72 2.21
6 The government is wasting much money on useless projects.
- 116 284 1.09
8
I am outraged at my inability to express an opinion about national projects through digital media freely.
4 80 316 1.02
9 Promoting awareness of national projects 252 128 20 2.32
10 Allows for the opening of channels for dialogue on national projects through digital media
356 44 - 2.87
11 Introducing the challenges facing the development of national projects
308 84 8 2.88
12 Creating culture and awareness of national projects among young people
360 40 - 2.89
Overall average 2.62
Table 10.
The strength of national enterprise campaigns through digital media reinforcing the trend towards economic reforms
A powerful role The role of medium strength A weak role
71% 20% 9%
Table 11.
Trends towards Egyptian economic reforms
M Direction
Phrase Agree Neutral Exhibitions
Weighted average
1 Economic reforms imposed by need and developments
in Egypt 270 40 -
2.99
2 Economic reforms linked to Egypt's conditions 396 4 - 2.99
3 I do not care about pursuing economic reforms. - - 400 1
4 I am talking to others to modify their convictions for
economic reforms. 224 128 48
2.44 5 The price of any difficult economic reforms and their
painful repercussions 352 48 -
2.88 6 Economic reforms are important to ensure the future of
the country 396 4 -
2.99
8 I do not care about pursuing economic reforms. - - 400 1
9 Postponing economic reforms is dangerous 400 - - 3
10 Government officials are interested in many Egyptian
economic reforms 320 76 4
2.79
11 All citizens will benefit from Egypt's economic reforms 288 36 76 2.53
12 Postponing economic reforms right now is better - - 400 3
13 Follow up on campaigns, conferences, and seminars
related to economic reforms - 168 232
1.42
14 Only the poor will pay for economic reforms 360 16 24 2.84
15 In general, I am satisfied with economic reforms 392 8 - 2.98
16 Economic reforms lead to an individual's sense of
belonging 332 72 -
2.85 17 Government officials are not interested in many
Egyptian economic reforms - 164 236
0.82
18
The campaigns managed to convince me of the importance of national projects and the associated economic reforms
288 112 -
2.72
19 The conviction of members of society about the
importance of economic reforms now is essential 400 - -
3
IX.
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 misleading the Egyptian social reality among adolescents.
3. The role of local radio campaigns in promoting intellectual security among adolescents.
4. University youth have been exposed to public relations campaigns at the university and their attitude towards contemporary social issues.
B. Practice
1. The need to conduct meetings, conferences, seminars to raise awareness and educate teenagers towards national projects and the resulting economic reforms.
2. Conduct similar studies on the public and their attitudes towards the government and their image of government institutions.
3. Attention to translating media campaigns into different languages facing all parts of the world, especially campaigns related to terrorism, tourism, and the image of Islam.
4. List files on important national projects within the most used social networks.
5. Give young people the opportunity to express their opinion on development issues sprained in the society without fear of punishment or accountability, and that is more development participation for Egyptian youth.
6. Interest in conducting periodic opinion polls for young people's opinions about the issues and developments in society.
7. The institutions of society and its organizations have sought to take on some leadership roles regardless of age, but it is the criterion for eligibility and competence to play its role.
8. Work to link education to the development plan and emphasize creativity and innovation among students as human development has an active role in advancing development in the country.
