The Role of Egyptian Media in Raising Awareness and Applying Preventive Measures During Phases of COVID-19 Crisis: A Comparative Media Study of Traditional and Social Media

Abstract

This study aims to explore the relationship between Egyptian media representation of COVID-19 crisis and raising awareness along with constructing preventive response during the phases of such crisis. COVID-19 has been highly, globally covered by all media platforms, whether traditional or new media through different projection or frames by using specific language and words to deliver information about the disease vaccine and its consequences regarding stopping the crisis.Preventive measure are actions implied by media portrayals to persuade audiences to behaviorally respond to the pandemic disease by providing people with tips like wearing a mask/gloves, staying at home, and keeping social distance. These preventive responses can sometimes be ineffective if audiences' preferences aren’t matching the media source delivering information which takes us to the importance of studying audiences’ needs and wants as well as addressing their concerns and stress.The study targets two age groups of males and females (18-25 and 26-30), to explain the use of traditional and new media in constructing perceptions upon COVID-19 vaccine plan and the urge Egyptian media impose when it comes to accepting the vaccine intake. Social media platforms are widely used as prosumers are no longer restricted from sharing, selecting, and creating the content which takes the portrayal of news to a new level.Moreover, this study will use “The Crisis Communication Lifecycle” model as its theoretical framework through which it explains the types of information needed to be delivered in times of crisis by explaining five main stages the crisis will go through.Besides, the study will use a mini survey to explore media’ role in raising awareness and affecting Egyptian’s behavioral responses concerning COVID-19 crisis along with Egyptians interactivity and reliance on traditional and social media

Keywords:Media Representation, Raising Awareness, Preventive Measure, Crisis Management, Crisis Communication Lifecycle

DOI: 10.7176/NMMC/104-02

Publication date: January 31^st 2023