Communication activities of civil society organizations and their role in achieving sustainable development- An analytical study of the Misr Al Khair Foundation Facebook page

doi:10.21608/jsb.2023.238531.1652

Communication activities of civil society organizations and their role in achieving sustainable development- An analytical study of the Misr Al Khair Foundation Facebook page

Document Type : Original Article

10.21608/jsb.2023.238531.1652

Abstract

Development is the strategic goal that the Egyptian state seeks during the coming period, especially in light of the challenges it faces, and since civil society organizations, especially charitable institutions, are one of the sources that contribute significantly to achieving development from which everyone will benefit, now and in the future, and since Social media represented a basic of the new media, which has come to play a major and important role as a tool for mass mobilization. This study seeks to identify and evaluate the communication efforts of charitable institutions in achieving sustainable development by applying them to Vision 2030. This study seeks to monitor the communication activities of the foundation. Misr Al-Khair on its Facebook page, and to know the communication strategies that are employed on the page, in an attempt to know the role of the communication activities carried out by the organization, the sample of the study - as one of the civil society organizations - and its role in achieving and supporting the sustainable development that it carries out on Its Facebook page, as well as monitoring and describing the most prominent sustainable development issues that were addressed and covered by the Foundation. The sample for the analytical study was drawn based on the method of a comprehensive inventory of the materials published by the Misr El Kheir Foundation on its Facebook page during the time period (7 months). Which started on 1/1/2022 and ended on 7/31/2022, and the number of posts that were analyzed reached (211 posts). The study showed the diversity of communication activities used by the Misr Al Khair Foundation page on Facebook. It also showed the existence of a statistically significant relationship between The majority of the communication activities used by the Foundation dealt with sustainable development issues, and the researcher noted the high rate of watching videos as it was one of the artistic templates employed by the Misr El Kheir Foundation, all of which were for the cause of eradicating poverty.

Keywords

Main Subjects

Public relations

Full Text

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