المبادرات الرئاسية الموجهة للمرأة المصرية في المِنصَّات الإعلامية في ضوء رؤية مصر 2030 - دراسة تحليلية

نوع المستند : المقالة الأصلية

المؤلفون

1 أستاذ الصحافة المساعد، ووکيل کلية الإعلام – جامعة بني سويف

2 مدرس العلاقات العامة والإعلان کلية الإعلام جامعة بني سويف

3 کلية الاعلام جامعة بني سويف

4 مدرس بقسم الإذاعة والتليفزيون، کلية الإعلام، جامعة بني سويف

5 مدرس الإذاعة والتليفزيون کلية الإعلام جامعة بني سويف

6 کلية الإعلام - جامعة بني سويف

المستخلص

    تبلورت مشکلة الدراسة في رصد المحتوى الإعلامي النَّصي والمصور للمبادرات الرئاسية الموجهة للمرأة في مجالات الصحة والتمکين الاقتصادي والحماية الاجتماعية والتحول الرقمي؛ في ضوء رؤية مصر 2030، عبر المِنصَّات الإعلامية المصرية المختلفة عينة الدراسة، وهي المواقع الإخبارية، والفضائيات المصرية، ومواقع التواصل الاجتماعي، باستخدام أداتي تحليل المضمون وتحليل الخطاب (التحليل السيميولوجي)، خلال الفترة الزمنية من 1/ 1/2018 إلى 31/ 12/ 2021، کما تعتمد الدراسة في إطارها النظري على نموذج MFAMR ، وهو نموذج من إعداد الفريق البحثي لهذه الدراسة، يستند في أساسه على ثلاث نظريات إعلامية ونموذج اتصالي، وهي: نظرية اجتياز المجتمع، ونظرية الأطر الإعلامية، ونظرية ثراء الوسيلة الإعلامية، وأخيرًا نموذج رولر "استراتيجيات الاتصال الموقفية"، وتم تطبيق الدراسة على عينة من المِنصَّات الإعلامية تضمنت المواقع الإخبارية لبوابتي الأهرام والشروق، وقناتي النيل للأخبار واکسترا نيوز الإخباريتين، والحسابات الرسمية بالفيسبوک لأربع صفحات عن المبادرات محل الدراسة، باستخدام استمارة تحليل المضمون، واستمارة تحليل الخطاب الإعلامي (التحليل السيميولوجي)، وذلک لعينة قوامها (689) مفردة تتضمن أخبارًا منشورة، وحلقات مذاعة، وتدوينات على موقع التواصل الاجتماعي فيسبوک.
    وانتهت الدراسة إلى نتائج؛ من أهمها: تصدر مبادرة "الست المصرية صحة مصر" المرتبة الأولى من حيث اهتمام القنوات التلفزيونية عينة الدراسة بمتابعتها وعرضها، حيث عرضت قناة "إکسترا نيوز" موضوعات عن المبادرة عبر عدة برامج، بينما دمجت برامج قناة (النيل للأخبار) بين کل من أسلوب سرد المعلومات، وأسلوب تقديم الإحصائيات، والحقائق، وأسلوب التوعية، والتأثير.
   وکشفت نتائج الدراسة عن اهتمام المواقع الإخبارية "بوابة الأهرام، والشروق" بتسليط الضوء على المبادرات الرئاسية الأربع محل الدراسة؛ وإبراز کافة المعلومات والخدمات، والفاعليات التي تنظمها المبادرات، وتعريف الجمهور بها.
   اعتمدت المبادرات الرئاسية عينة الدراسة (هي لمستقبل رقمي، سجون بلا غارمات، مستورة) في أنشطتها الاتصالية على صفحاتها على الفيسبوک على التسويق باستخدام الاتصال في اتجاه واحد من خلال الاستراتيجية الإعلامية، أما التسويق لمبادرة "الست المصرية هي صحة مصر"؛ فجمعت بين الاتصال في اتجاه واحد، والاتصال في اتجاهين، بتوظيف أکثر من استراتيجية اتصالية، مثل الاستراتيجية الإعلامية، والإقناع، أيضًا استراتيجية الحوار بشکل واضح في الردود على التعليقات، وهو ما تميزت به عن باقي المبادرات.

الكلمات الرئيسية

الموضوعات الرئيسية


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