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dc.contributor.advisor Hegazy, Ibrahim Phillips, Nouran Victor 2013-01-28T08:57:05Z 2013-01-28T16:00:06Z 2013 Fall 2013-01-28
dc.description.abstract This paper clarifies the role of mass media through the Uses and Gratifications approach during the Egyptian 2012 Presidential Elections campaigns. The main focus of this study aims at studying the role of mass media in shaping Egyptian votersâ final decision. In addition, how voters used mass media to search for information to follow up the presidential candidatesâ campaigns by exploring the factors that predisposed voters to make their voting decisions. In light of Elihu Katz (1959) question â What do people do with media?â and Blumler and McQuail (1969) concern about how people used the media to gather information about General Elections in Britain in 1965, they developed the Uses and the Gratifications Theory in order to study the relationship between voters and the media. In addition, in the 21st century, the Uses and Gratification Theory had been recognized as a tool to understand audience behaviors and usage patterns and perceptions from the media. Thus, the theory is used to teach communicators how to communicate better with their target audience. Data was collected through self-administered surveys in both languages, English and Arabic. The sample examined is a â Purposive Sampleâ including only Egyptian voters who participated in the presidential elections in 2012 whether in round one or round two or both. The sample was chosen according to the votersâ eligibility of age authorized to voting criteria, geographical residence was limited to Egyptâ s â Greater Cairo Cityâ and interest in media political participation reflected in making actual voting procedure in 2012 Egyptian Presidential Elections. The findings of the study concluded that respondents voted during the 2012 Egyptian Presidential Elections had a great hope in a better future for the country. Respondents who are affiliated to political parties or movements had a greater tendency to be satisfied by political campaigns on different mass media channels. However, Respondents who were party member did not build their perceptions about the candidates from the media. en
dc.description.sponsorship I would like to express my thanks to my supervisors Dr. Ibrahim Hegazy and Professor Galal Zaki. I am grateful to their efforts throughout the preparation of this Thesis. While working under their supervision, I gained a lot from their professional and academic experience which was a significant addition to this study. I would like to thank them for their constant encouragement. A special thanks to Dr. Ibrahim Hegazy. Throughout the past two years, he gave me the opportunity to work with him as a Teacher Assistant. I learnt how to be devoted to my work and how to love what I do. His academic provision and professional experience guided me to finalize my Thesis. I would also like to express my gratitude to Dr. Mervat Abu Auf, Chairperson of the Mass Communication and Journalism Department. Her acceptance to study this Thesis under the supervision of both departments, the Mass Communication and Journalism Department and the Business Department, had enriched this academic Thesis. en
dc.format.extent 149 p. en
dc.format.medium theses en
dc.language.iso en en
dc.rights Author retains all rights with regard to copyright. en
dc.subject Egypt en
dc.subject Presidential elections en
dc.subject Political participation en
dc.subject Press coverage en
dc.subject Mass media--Objectivity en
dc.subject Mass media and public opinion en
dc.subject Public opinion en
dc.subject Arab Spring, 2010- en
dc.subject Revolutions en
dc.subject.lcsh Thesis (M.A.)--American University in Cairo en
dc.subject.lcsh Mass media -- Political aspects -- Egypt -- 21st century.
dc.subject.lcsh Elections -- Egypt -- 21st century.
dc.subject.lcsh Presidential candidates -- Egypt -- 21st century.
dc.subject.lcsh Egypt -- Politics and government -- 21st century.
dc.title The impact of mass media uses and gratifications on voters: case of Egypt 2012 presidential elections en
dc.type Text en
dc.subject.discipline Journalism and Mass Communication en
dc.rights.access This item is available en
dc.contributor.department American University in Cairo. Dept. of Journalism and Mass Communication en
dc.description.irb American University in Cairo Institutional Review Board approval has been obtained for this item. en
dc.contributor.committeeMember Zaki, Galal
dc.contributor.committeeMember Reda, Ashraf

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  • Theses and Dissertations [1841]
    This collection includes theses and dissertations authored by American University in Cairo graduate students.
  • Egyptian and Arab Revolution Scholarship [137]
    This collection includes papers, presentations, and research findings related to the January 25th Revolution and Arab Spring authored by AUC faculty and students.

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