Pandemic Communication and Media Dependency
, Vol.12
, Forty-Ninth Issue
PP:7-28
Authors:
Dr. Abeer Abdel Hamid Salem-Senior Lecturer and Head of Quality at MSA University ,Quality Department,,MSA University
Abstract:
The COVID-19 experience is considered a fertile ground for lessons learned regarding media use, communication strategies, and consumption of media content during the pandemics. This study seeks to learn from such experience in Egypt and investigates the role which the media played in affecting the behavior of the Public in Egypt towards the COVID-19 pandemic, from their own perspective. The study seeks to explore the level of dependence of the Public on the different media of communication and how they made decisions regarding their behavior to mitigate the pandemic in response to these media messages.
Through focused group discussions (FGDs) with communities in Cairo, this research gained insight into the role that the media played in providing information during the crisis situation, and how the media helped to frame perceptions of COVID-19. While identifying the main means of communication they used to get information, FGD participants discussed which ones were most effective in terms of convincing them of a certain perception of the pandemic and the vaccine, as well as influencing their behavior including their adoption of, and adherence to protective measures, as well as their acceptance of the vaccine. The research is guided by the media system dependency (MSD) theory (Ball-Rokeach & DeFleur, 1976) and its updated perspective on technologically mediated means of communication.
Key Words:
Pandemic Communication, Media Dependency, Crisis Communication, Infodemics.
Research Language:
English
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