العوامل المؤثرة في فاعلية الاتجاهات الرائجة "الترند" عبر مواقع التواصل الاجتماعي في مصر: دراسة ميدانية

نوع المستند : المقالة الأصلية

المؤلف

قسم الاتصالات التسويقية كلية الإعلام جامعة عين شمس

المستخلص

تستهدف الدراسة الوصفية الحالية التعرف على العوامل المؤثرة في فاعلية الاتجاهات الرائجة (الترند) عبر مواقع التواصل الاجتماعي من وجهة نظر الجمهور، ورصد اتجاهاتهم نحوها ونحو فاعلية دورها في المجتمع، بالتطبيق على عينة متاحة من مستخدمي مواقع التواصل الاجتماعي من سن 18 لما فوق، باستخدام استبانة إلكترونية، وعدد 12 مقابلة متعمقة بشكل كيفي في أكتوبر- نوفمبر2024 في إطار منهج المسح، بالاعتماد على نموذج "الانتشار الاجتماعي"، ونظرية "التفاعل عبر وسائل الإعلام الاجتماعي"، وقد توصلت الدراسة إلى تعدد العوامل التي تسهم في فاعلية الترندات عبر مواقع التواصل الاجتماعي، وتمثلت في محتوى الترند نفسه، وصانعي الترند، والسياق المجتمعي لحدوثه، وكونها ترندات غريبة تثير الاندهاش، وتتناول حدثًا سلبيًّا، وبشكل مفاجئ، وكذلك تناولها حدثًا مهمًّا وقويًّا، وقد تبين وجود اتجاهات سلبية نحو الدور المجتمعي الذي يمكن أن تقوم به الترندات في المجتمع المصري.
 

الكلمات الرئيسية

الموضوعات الرئيسية


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