Impacts of the insatiable watch of Netflix Platform on the Moral Construction of the Egyptian Community (Applied study in light of the Value Determinism Theory)
, Vol.9
, Thirtieth First Issue
PP:16
Authors:
Dr. Yasmin Mohamed Ibrahim Elsayed-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication,Beni Suef University
Dr. Menna Allah Kamal Moussa Diab-Assistant Professor of Radio and Television,Radio & Television Department,Faculty of Mass Communication,Beni Suef University
Abstract:
In light of the development in the online Digital Media Consumption culture and the spread of the insatiable watch phenomenon via platforms (Video-on-demand) amid the recent increase in the number of followers in the world in general and in the Middle East in particular, modern communication means arose especially “Netflix Platform”.
Problem of the research is: “To what extent the content, that Netflix Platform provides, is in line sometimes and contradicts most times with the moral construction of the Egyptian Community. The research objective is: "to study the impacts of the insatiable watch of Netflix Platform on the moral construction of the Egyptian Community in light of the Value Determinism Theory of mass media".
The search depended on online questionnaire. The researchers prepared “the personal values scale” which was verified through three methods: Factorial Validity, Discriminant/Divergent Validity and Internal Consistency. The reliability of the scale was verified through three methods: Re-application reliability, Split Half Reliability and calculating Alpha Cronbach coefficient. Then, the scale was applied to the surveyed sample of the study.
Results showed that Netflix consumes a great deal of the daily life of users and the rise of the insatiable watch as individuals of the sample watch three episodes – or more – of the same show at one time.
Moreover, results showed diversification in age of the followers. The study figured out that the offered content has a dangerous impact on the moral construction, particularly as the Netflix Platform’s recommendations for exclusive shows included some immoral connotation and phrases which contradict with requirements of the value determinism regarding mass media content.
The search depended on online questionnaire. The researchers prepared “the personal values scale” which was verified through three methods: Factorial Validity, Discriminant /Divergent Validity and Internal Consistency. The reliability of the scale was verified through three methods: Re-application reliability, Split Half Reliability and calculating Alpha Cronbach coefficient. Then, the scale was applied to the surveyed sample of the study.
Results showed that Netflix consumes a great deal of the daily life of users and the rise of the insatiable watch as individuals of the sample watch three episodes – or more – of the same show at one time.
Moreover, results showed diversification in the age of the followers. The study figured out that the offered content has a dangerous impact on the moral construction particularly as the Netflix Platform’s recommendations for exclusive shows included some immoral connotation and phrases which contradict with requirements of the value determinism regarding mass media content.
Key Words:
Insatiable watch, Netflix Platform, moral construction, Value Determinism Theory.
Research Language:
Arabic
|