Feminist media discourse via YouTube towards the national strategy for empowering Egyptian women 2030 (Content and communicator study)

Document Type : Original Article

Author

قسم الإعلام كلية الآداب جامعة حلوان

Abstract

The study aimed to conduct a qualitative and quantitative analysis of women’s media discourse through the participatory video site YouTube, to analyze the content related to the issues of the National Strategy for the Empowerment of Egyptian Women 2030, to determine the theses included in the discourse and the objectives of presenting them, to reveal the implications of the meanings of the topics and to analyze the effective forces. The methods of proof and persuasion used, with a statement of the vision of the communicator in the new women’s media towards the strategy that is the subject of the study by revealing the extent of the communicator’s awareness of and interest in it and monitoring his priorities towards presenting its national themes and his attitudes towards it, while clarifying the factors affecting his handling of it. This study is one of the qualitative descriptive studies that used the media survey method, discourse analysis tools, and an in-depth interview. The results of the study revealed great interest from the National Council for Women’s platform in women’s empowerment issues, with 70.1% of its content on the YouTube platform, compared to a small interest from the channel’s platform, which was only 1.1%, despite the intensity of its production. The results also showed the weakness of content marketing on the two platforms, as the numbers of views, shares, and likes weakened, and consequently the number of comments, and the response to comments.
      At the level of discourse, the theses of women’s protection and security formed the largest part of the YouTube platform’s discourse of the National Council for Women, especially the two sub-theses (against female and female genital mutilation and domestic violence), while the YouTube platform’s discourse adopted a channel that is the theses on issues of social empowerment of women, focusing on the two theses of family planning, women’s reproductive health, and education. Woman. The results of the communicator indicated a large amount of interest in the strategy on their part, as (59.3%) saw that their institutions had great interest in it, whether in terms of covering events and activities related to it or in terms of presenting topics related to it, while (40.7%) of them indicated that their institutions were interested in it. Fairly strategic. They classified the strategy courses according to their importance to them, where social empowerment came first, then women’s protection, followed by economic empowerment, then political empowerment in last place according to their vision.

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References

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