الفهرس 
الأحزاب والانتخابات البرلمانية.يوجد فقط 14 صفحة متاحة للعرض العام
 |  | from | 551 |  |  |
| | | from | 551 | | |
المستخلص
Introduction
The use of Mass Media in the world wide political marketing processes has
been increased recently even for the promotion of political party or a special
candidate or for the electoral process itself in order to gain more individual political
participation , All of these factors led to the increasing attention of researchers to
conduct more research in the field of political media and identify the media’s role in
activating the participation of citizens in political life and about the use of media in
shaping the image of the political parties to help individuals in the decision-making
election in the parliamentary and presidential elections alike .
: The Research Problem
Modern Mass Media and Communication allow political Parties to develop
their performance and access to the electorates through using different forms and
contents . In fact due to the Increasing number of Egyptian Political parties recently
and the emergence of planned political Campaigns ,This study investigated The use of
modern and traditional Media in the Egyptian political parties marketing Campaigns
and their role in shaping the image and attitudes of political parties .
The Research Objectives:
1. The study is an update of research conducted in the field of political marketing to
know the extent to which organizations and political parties applying the concepts
of marketing and planning political campaigns in the presentation of their
programs and ideologies.
2. This study discusses the basic features characteristic of the media (traditional and
modern) and how to employ them in the political life and the formation of public
attitudes towards political parties.
3. Giving indicators for the most appropriate political approaches towards the process
of Political parties marketing planning campaigns in Egypt .
4. This study provides indications of cognitive framework and trends among Egyptian
society toward the political parties in Egypt.
Objectives of the Research:-This study aims to:
c
1. Learning How political parties use Mass Media to achieve the desired goals of the
political marketing campaigns.
2. Monitoring the motives of the degree of exposure to the party in the media in order
to determine the actual reality of political life in Egypt.
3. Analysis of the marketing Strategies and Mechanisms adopted by the political
parties in their quest for the formation of public attitudes towards them.
4- Disclosure of the relationship between the trends of political parties and the types
of communication messages presented through Media.
5. Determine the intensity and direction of the relationship between the public’s
preference for a specific Media or a particular party.
Hypotheses Of the study :
Through the general framework of the problem of the study, the researcher
examines some of the hypotheses raised by the study as follows: -First hypothesis: provides for:
There is a correlation between the intensity of use of Media in the political
parties marketing campaigns and the public attitudes towards the study sample
parties.”
Second hypothesis: provides for:
”There are no statistically significant differences for the respondents in the
image of the perceived under study political parties, according to party affiliation.”
The third hypothesis: provides for:
”There are no statistically significant differences in the electoral voting in
2015 due to the size and the rate of exposure of the public to the used media in
political marketing campaigns.”
fourth hypothesis: it provides for:
There are significant differences between demographic variables (gender - age -education level - the level of income) in each of the following factors:
Motives of exposure to the study sample political parties marketing campaigns.
The size of exposure to the study sample political parties marketing campaigns .
The degree of interest in pursuing political parties.
The perceived image towards the study sample political parties .
Fifth hypothesis: it provides for:
d
”There is no statistically significant correlation between the major proceedings
used in the study sample political parties marketing campaigns (the form of media
message - persuasive methods - used tactics - media persuasive techniques) and the
perceived image of political parties.”
sixth hypothesis: it provides for
”There are significant differences between respondents who are interested in
political parties according to the influencing factors for the choice of a particular
party”
The type of the study:
This study is considered a Descriptive study which aimed to introduce the
abstract description and , analysis, interpretation and comparison between
Comparative individuals and groups., The current study describe, analyze and
interpret the use of the political parties to the media (traditional and modern) in
political marketing campaigns for the target audience.
Study Approach:
This study is based on a survey of both types of descriptive and analytical
approach, which is a survey method most suitable curriculum in descriptive studies to
collect private information when the study include overall community or large and
widespread sample which is difficult for a researcher to access vocabulary, designed
studies using this approach to identify the demographic characteristics of individuals,
and is also used to study the effects of different media and measuring the degree of
exposure.
- Using the survey method in this study, It will overview all the media, whether
traditional or modern employed by the study sample Egyptian political parties in
order to determine the ability of these parties of using the media in political
marketing, and to identify what distinguishes each of the Media used in terms of the
type or content or the limits of influence.
- Content survey, through qualitative and quantitative analysis of the topics of
media, marketing and forms used by political parties in the framework of political
marketing campaigns shaping the image in order to identify the political party
personality that are reflected in these messages.
- Public survey, in order to identify the properties of the public who are exposed to
marketing messages carried out by the parties and to identify the personal
e
dimensions of the perceived image according to the exposure of political parties
messages in media .
The study sample:-A - sample analytical study:
The use of the comprehensive survey of all marketing activities in the
(newspapers, television and modern methods), which applied by the party to the
received target audience during the last six months of 2014 in two ways, private
ownership and the the governmental ones.
It has been identified as follows:
First, traditional media and include:
- Television: CBC as private channel and the Egyptian Governmental satellite
channel.
- Newspapers: Al-Ahram as a governmental newspaper, and Al- Masry El
Youm as a private newspaper , Besides that ,the researcher analyzed the
partisan newspapers of the sample study parties (Al-Wafd newspaper for the
Wafd Party - newspaper Al Ahaly for the Unionist Party - newspaper Al -Karama of the Karama Party ).
Second, new media where upon the researcher analyzed both:
- The study sample party pages on the social networking Facebook.
- Channels parties on the You-tube.
- Party sites were represented in the study sample and the parties that have a
Website and number (nine parties), namely:
- Wafd Party
- Liberal Egyptians Party
- Constitution Party
- Egyptian Patriotic Movement
- Egyptian Social Democratic Party
- Conservative Party
- Misr Balady Party
- Reform and Development Party
- Socialist Popular Alliance Party
B - The field study sample:
f
This study is based on Quota sample-strong 408 Single of the general public
and who have the right to vote starting from 18 years, according to many variables,
namely, (type - socio-economic level - educational level) in order to measure the
degree of awareness, attitudes and motivations of exposure marketing activities
carried out by the sample study parties, and limited the application of the study to the
governorates of Greater Cairo only to the high population density.
Study tools:-The current study relied on four main tools are as follows:
A- The In-depth Interviews : It is one of the tools used to obtain data on how a
phrase for a personal interview directly and non-regulated and will be used by a
researcher with the existing contact in the political parties of the study sample,
where they will be asked some questions and urged the respondents to answer
them without departing from the same system, also it will try to detect the motives
and attitudes toward political and marketing strategies used in marketing programs
for the target audience.
B - personal observation: It is one of the tools of how to collect data, and based on
the note patterns of human behavior, individuals and events and recorded a
codified For information about a particular phenomenon is interested observation
like other tools how the description and interpretation of more than measurement,
numbers, and the researcher will be keen on noting the use of Media while
conducting in-depth interviews .
C - Questionnaire: a researcher will design a questionnaire, in order to answer them
by a sample of the audience consists of 408 single of the respondents.
D - quantitative and qualitative content analysis: the researcher will design forms
for qualitative and quantitative analysis of the TV and press media messages used
by the political parties of the study sample in the context of political campaigns
marketing a sample representative of the use of traditional media content also the
analysis of the Websites, Official Pages on Face book, channels on You-tube For
the study sample political parties .
g
Results:
First: The Results of In- Depth Interviews:
1. The results of the study showed that election campaigns are no longer count on
going to the party leaders and raise the loyalty of voters degrees only, but fell out
now; There are media budgets allocated to political campaign is run by the
electoral process, including television commercials and press ads, also a social
networking sites and pages parties and electoral alliances on the sites of the most
important means used, also the telephone and short message service of effective
methods that are used to confirm the presence of parties in the ballot boxes and
encourage political participation.
2. The results of the study also revealed the preferences the parties In using media,
especially in the three basic stages for the management of the campaign (preelection - during the election - and beyond the stage of counting the votes)
election period provides interactive role of these methods and the other believes it
is just a means to provide a direct downside communication from political leaders
to the voters only.
3. The study confirmed that the practices and skills offered by the media imposed on
the political parties to develop their potential and ways of expressing its
institutions and its electoral programs, as the study showed the relationship
between the party’s goals and the type of medium used and well formulated and
the direction of communication in these messages .
Second: The Results of Questionnaire:
1. The results showed the public the reasons for lack of interest in the sample
follow-up of political parties in the media: ” I do not trust in any political party
exists in the political arena now ” By males (60%) and females (59.6%), ”I do
not think that the media offer the truth ” by males (40%), while the females
(35.4%). ”It is useless to follow up the political situation in Egypt” (38.8%) for
males, while for females (28.8 %), ” Do not care to pursue political issues” for
males (24.7%), while the females (34.3%).
2. Preference among respondents for the media form while following up activities
of political parties:: ”bulletin board” in the first place as the most important
preference for members of the sample weight, weighted (931), points (10.04%).
h
The ”talk show programs” weighted (928), points (10.01%), followed by
”follow-news television” weighted (922), points (9.95%).
3. Degree - browse sample of websites of political parties as follows: ”site of the
Wafd Party” in the first place as the most important site for browsing for
members of the sample weight, weighted (557), points (16.3%). The ”Liberal
Egyptians Party” site weighted (530), points (14.5%), followed by the
”Constitution Party” is likely weighing site (496), points (14.5%).
4. The degree of exposure respondents to political campaigns, as follows: ”to
identify the ideology of the party and its objectives ” in the first place as the
most important motives of exposure for members of the sample weight weighted
(910), points (11.9 %). According to ”recognize the electoral program and the
form of the electoral symbol of the party,” a weighted weight (890), points
(11.6%), followed by ”gained information helps me to discuss others around the
existing parties in the political arena” weighted weight (830), points (10.8%).
5. The degree of approval of the respondents towards Party methods without the
other, especially in the election, as follows: ”The party interesting to go down to
the street and solving problems” in the first place as the most important
preference for members of the sample weight Weighted (1075) points (9.8 %).
The ”clarity of the electoral program of the party,” a weighted weight (1010)
points (9.2%), followed by ”the reputation and history of the party in the
political arena,” weight-weighted (1002) points (9.1%).
6. The evaluation of the sample for the presence of political parties in the media,
according to the progress iterations weights percentages as follows: ”Wafd party
activities in the media” in the first place Weighted (1207), points (24%). The
”Egyptian Liberal Party’s activities in the media,” the weight-weighted (1031)
points (20.5%), followed by ”Constitution Party’s activities in the media,” the
weight of a weighted (979), points (19.5%).
Third : The results of Content Analysis :
1. Media was the most commonly used by the Wafd Party talk by 52.96%
compared to 47.03% for traditional media and occupied social issues first
place with 19.2%, followed by parliamentary and party affairs is equally
i
divided by 16.8% each, and the news came in the first place and then press
releases and statements in second place in media formats used.
2. The Success of Free Egyptians Party in using Modern Media, the media talk
up 92.64% vs. 7.35% for traditional media came logical language increased by
47.1%, while the party discrimination tactic ranked first came at 47.5% and
focused the party on a review of the party’s activities and its members and the
use of the official spokesman in most media formats and methods used .
3. Resorted Nour Party to the traditional media by 85.16% compared with
14.83% for the media to talk focused on the private party and form Bri Affairs
in providing informational materials, came members of the party in the first
place and then head of the party and finally the party’s candidates, and use
Sway combination of logical and emotional increased by 50.54%