Behavioural Effects of Watching Drama via Digital Platforms on Egyptian Youth

Document Type : Original Article

Author

faculty of masscommunication, cairo university

Abstract

The availability of dramatic production and the freedom to watch content provided without limitations while increasing the number of viewers of digital platforms has led to differing views on the appropriateness of drama provided to the customs and traditions of Egyptian society, as well as the growing concern about adopting behaviours that may not fit into the society. Future research needs to discover the rapid effects that could happen to youth because of watching drama on digital platforms. This study examines the behavioural effects of Arab and foreign drama presented through digital platforms on Egyptian youth. By applying a questionnaire to 369 young viewers of that drama, the study found a correlation between the intensity of drama viewing and the youth's adoption of the behaviours displayed. It also showed a high acceptance rate for some phrases, such as being more receptive to other cultures. And the study revealed the emergence of unstable family relationships, infidelity, and helping parents and friends as the most watched behaviours in drama among the respondents. This study also tested the impact of some variables, such as self-efficacy, the intensity of attention, and the way that behaviours are presented, on Egyptian youth's adoption of behaviours.

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