فاعلية التشريعات القومية والمحلية في تنظيم إعلانات الطرق بالمدن المصرية "دراسة حالة شارع الجيش بمدينة طنطا"

نوع المستند : المقالة الأصلية

المؤلف

قسم الإعلام، كلية الآداب جامعة طنطا

المستخلص

هدفت الدراسة لتقييم فاعلية التشريعات القومية والمحلية في تنظيم إعلانات الطرق بالمدن المصرية، واستعانت بالملاحظة المنظمة والتحليل الكمي والكيفي لإعلانات شارع الجيش أكبر شوارع مدينة طنطا عاصمة محافظة الغربية، واستخدمت الدراسة المقابلات الكيفية المتعمقة مع 26 مبحوثًا من أصحاب شركات الإعلان والمسؤولين عن تنظيم الإعلانات بالمحافظة، لرصد توجهاتهم، ومقترحاتهم لتعزيز الإفادة من إعلانات الطرق، وتقليل تأثيراتها السلبية. وانتهت الدراسة لرصد 667 إعلانًا بالشارع، أغلبها بالجزيرة الوسطى، وبمناطق المجمع الطبي، السنترال، وكوبري الجامعة، معظمها فوانيس مزدوجة، إعلانات مميزة، استاند، ولاب، وأن 91.5% منها إعلانات مضيئة، وأن أغلبها يقع تحت إشراف حي ثاني طنطا، والهيئة العامة للطرق والكباري، واتضح أن الرعاية الصحية هو أكثر القطاعات المعلنة، يليه العقارات، السلع المنزلية. واتضح أن 66% من إعلانات شارع الجيش تنتهك التشريعات والمعايير القومية والمحلية، وأن أكثر المعايير انتهاكًا هي عدم الالتزام بشرط المسافة البينية، يليه عدم التناسق بين الإعلانات، تشويه المنظر الجمالي للمدينة، مخالفة شروط الترخيص. واتضح أن هناك علاقة ارتباط طردية ضعيفة بين عدم التزام الإعلان بالمعايير ومجموعة متغيرات أهمها: القطاع المُعلن عنه، الجهة المسؤولة عن تنظيم الإعلان، الجهة التي يقع بها الإعلان بالشارع، ومكان الإعلان. واتضح أن الإعلانات المزدوجة والمضيئة، والواقعة تحت إشراف الهيئة العامة للطرق والكباري الأكثر انتهاكًا بالمعايير.

الكلمات الرئيسية

الموضوعات الرئيسية

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