The impact of the rise of political islam on TV controversial advertising: Case Study of Egypt

الموضوعات

صحافة واعلام

الملخص

This study attempts to examine whether the rise of political Islam in Egypt had an impact on TV controversial advertisements or not. The study started by defining the meaning of political Islam and how does advertisement exist in Egypt. Then, it is followed by a literature review on various countries that have passed through the same experience of Islamic ruling, such as Malaysia, Turkey and Pakistan. Besides, case studies for Egypt have been examined as well that have conducted research on the same topic or related ones.The methodology for this study was triangulation as a questionnaire were distributed using social media website, Facebook, and qualitative interviews were conducted with media and advertising experts, anthropologists and religious scholars.The study measured the role of religiosity on attitude towards controversial advertisements, and the reason why they are controversial as some countries have already witnessed a change in the way audiences perceive controversial advertising after its Islamic ruling. In addition, the study intended to examine the influence of some variables, such as gender differences, age, level of socio-economic class and degree of religiosity on the way audiences perceive Egyptian controversial advertising.According to the research result, respondents’ religiosity whether conservative or liberal is the main influential for feeling offensive while watching TV controversial ads. On the other hand, respondents’ income level and educational level have no relationship with their level of offensiveness towards watching TV controversial ads. This study showed as well that females tend to have higher level of offensiveness towards controversial ads than males. It also showed that older generation whether males or females tend to experience higher degree of offensiveness towards controversial ads than younger generation.The time frame for this study was from December 2012 to December 2013. Accordingly, the topic chosen was about controversial advertisements and political Islam as the Muslim Brotherhood was supposed to remain in authority at least till four years. However, the intervening variable, or in other words unexpected variable happened, which was the forcing out of Mohamed Morsi’s regime after a year only of the presidential elections.

روابط وملفات

التعريف والنوع

رقم الوثيقة

f51f89d4-2e08-4e06-8156-7df4e8c5a065

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

word

أسماء الملفات

873512_1.docx, 873512_2.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"حسين امين","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"يسرا نبيل علام","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

English

المصدر والدورية

اسم المصدر

The impact of the rise of political islam on TV controversial advertising: Case Study of Egypt

المحتوى والصفحات

عدد الصفحات

0

إشراف وإعداد

الإشراف

حسين امين

الإعداد

يسرا نبيل علام

الاقتباسات الببليوغرافية