الفهرس 
الفصل الأول مقدمة الدراسةيوجد فقط 14 صفحة متاحة للعرض العام
 |  | from | 161 |  |  |
| | | from | 161 | | |
المستخلص
Introduction: Communication is one of the main means used by individuals and institutions to achieve their goals and communication expresses the essence of the communication process, as all individuals deal with each other through various means of communication in order to ensure the conduct of their activities and achieve their goals, and this indicates that communication is the social means through which individuals achieve ways of understanding and constructive interaction, and in order for that communication to be effective and satisfactory to all parties involved in this process, specific skills and specifications must be available in human capital. Which the institution owns in any economic sector (Abaza, 2023). The public is one of the beneficiaries of the media and has become of great importance in the field of media and communication by knowing its aspirations and tendencies, and considering it a customer requesting a high-end media service, and it is no secret to any of us that each member of the public carries special beliefs and trends formed towards certain issues, and this is through the various stages of his life and contact with others as well as through receiving media messages, So that the existing research in this area confirmed that the media, despite its diversity and diversity, play a fundamental and auxiliary role in strengthening and changing the trends of the audience of the recipients, especially in light of the stage of wide media openness, and one of the most important audiovisual means of communication with the masses by broadcasting certain programs for television, and with the multiplicity of mass communication means necessitated the presence of qualified television program presenters with experience in the field in order to achieve the communication process between them and the public (Qureshi& Badar, 2022). The main goal of the presenter in television, is to convey information, ideas, sensations and feelings to others as much as possible of impact and effectiveness, and if that is the role of the presenter as a communicator, his success in this task first and foremost depends on his capabilities and personal skills, hence the success of the TV presenter in sending his message to the audience of recipients linked to his ability to influence his movements and gestures and the way he speaks and looks from his body language (Ben Saadi & Khalaf Allah, 2017). Therefore, the subject of this research is related to the relationship between the communication skills of the program presenter and the audience’s attachment to the channel. Hence, it is essential to investigate the skills that the television presenter must master, which will make him famous, prestigious, and attractive personality to help attract the viewers’ attachment to the channel. First: The importance of the study: The importance of the study can be summarized at both the scientific and practical levels as follows: A. Scientific Importance:
The scientific importance of the study is evident in the following points: (1) This study is hoped to be an aid to Egyptian and Arab researchers in this new field of research in the field of marketing, through the recommendations that will be provided for future researches. (2) The scientific importance of this study stems from the fact that it is one of the few Arabic studies that examine the relationship between the communication skills of program presenters and the connection of the viewers with the channel, therefore, this study comes as a follow-up to the modern trends in that framework. B. Practical Importance: The practical importance of this study is derived from the following points according to the researcher’s findings: (1) Program presenters deserve to be studied not only because they are important but also to develop their skills. This study will also help and guide channel managers to choose television presenters for programs in order to put the suitable presenter in the suitable place and, therefore, to employ competent program presenters. (2) The need to focus on the audience, which is one of the elements of the communication process. Studying the audience helps those in charge of television to identify their needs, desires, and suggestions to enhance the positives and avoid the negatives. Secondly, the problem and questions of the study: With the tremendous technological advancements and the multitude of mass communication channels - which reach millions of people at once - there is a need for competent television program presenters who bear the responsibility of conveying facts, highlighting events, and meeting the demands of the public with honesty, responsibility, talent, and being the link between the topic and the audience. The researcher found a gap in researches and the absence of an answer to the following main question: Is there a relationship between the communication skills of program presenters and the audience’s attachment to the channel? And does the perception of the audience of the study variables (communication skills of program presenters and audience attachment to the channel) differ from their demographic variables (gender, age, marital status, education, and place of residence)? The problem of the research results in the following sub-questions: 1. Is there a correlation between the study variables’ dimensions (communication skills of program presenters and audience attachment to the channel)? 2. Is there an effect of the communication skills of program presenters (listening skills, speaking skills, body language) on the audience’s attachment to the channel? 3. What is the nature of the differences in the audience’s perception of the study variables (communication skills of program presenters and audience attachment to the channel) with their demographic variables (gender, age, marital status, education, and place of residence)? Thirdly: Study Objectives: This study aims to achieve the following main objectives: (1) Identify the nature of the relationship between the dimensions of the study variables (communication skills dimensions for program presenters, and the dimensions of the audience’s connection to the channel). (2) Measure the impact of the communication skills of program presenters (listening skills, speaking skills, body language) on the audience’s connection to the channel. (3) Determine the nature of differences in the audience’s perception of the study variables (communication skills of program presenters and the audience’s connection to the channel) based on their demographic variables (gender, age, social status, education, and place of residence). Fourthly: Study hypotheses: Based on the research objectives to be achieved, this research seeks to test the validity or invalidity of the following hypotheses: The first hypothesis: There is no statistically significant relationship between the dimensions of the study variables (communication skills dimensions for program presenters, and the dimensions of the audience’s connection to the channel). The second hypothesis: There is no statistically significant effect of the communication skills of program presenters on the audience’s connection to the channel. This hypothesis is divided into the following three sub-hypotheses:
2/1 There is no statistically significant effect of the listening skill of program presenters on the audience’s connection to the channel. 2/2 There is no statistically significant effect of the speaking skill of program presenters on the audience’s connection to the channel. 2/3 There is no statistically significant effect of the body language skill of program presenters on the audience’s connection to the channel. The third hypothesis: There are no statistically significant differences in the audience’s perception of the study variables (communication skills of program presenters and the audience’s connection to the channel) based on their demographic variables (gender, age, social status, education, and place of residence). Fifth: Study Results: The most important results of the study are as follows: • There is a significant positive relationship between the communication skills dimensions of TV presenters (listening skills, speaking skills, body language skills) and viewer’s channel engagement dimensions (cognitive, emotional, and behavioral engagement). This means rejecting the null hypothesis and accepting the alternative hypothesis, which states: ”There is a statistically significant relationship between the study variables (communication skills dimensions of TV presenters and viewer’s channel engagement dimensions) at a significance level of (0.01) from the perspective of Egyptian satellite TV viewers.” • Speaking skills were found to be the most strongly correlated communication skill with viewer’s channel engagement, while body language skills were found to be the least strongly correlated. • There is a statistically significant effect of TV presenters’ communication skills on viewers’ channel engagement. • There are statistically significant differences in viewers’ perception of the study variables (communication skills dimensions of TV presenters and viewers’ channel engagement dimensions) based on their demographic variables (gender, age, marital status, education, and place of residence). • There are statistically significant gender differences in the dimensions of listening skills, speaking skills, and behavioral engagement, favoring females. There are no statistically significant gender differences in the dimensions of body language, cognitive engagement, and emotional engagement. • There are no statistically significant differences between urban and rural residents in the dimensions of listening skills and speaking skills, while there are differences in the dimensions of body language skills, cognitive engagement, emotional engagement, and behavioral engagement, favoring rural residents. • There are no statistically significant differences between different age groups in the dimensions of body language skills and cognitive engagement, while there are differences in the dimensions of listening skills, speaking skills, emotional engagement, and behavioral engagement. Sixthly: Study Recommendations: In light of the study results, the researcher can divide these recommendations into two types as follows: (A) Recommendations for those in charge of the Egyptian satellite channels: The administrators of the Egyptian satellite channels must study the obstacles that may hinder the connection of the audience with the channel and try to find appropriate solutions to them, and this is done through the following: 1. Great attention must be paid to training the presenters of television programs in Egypt with more experience. 2. It is necessary to focus on the communication skills of the television program presenters and to develop their performance through their involvement in specialized courses in this field. 3. The Egyptian satellite channels should make the necessary preparations in the internal and external studios, in order to create a suitable environment that makes the success of the presenters of television programs a necessity. 4. Pay attention to the content of this study, the results, and conclusions, and benefit from its results in good program planning and selection of competent television program presenters in Egypt. 5. Consider professionalism in the selection of programs’ presenters, and in developing media performance and interest in purposeful programs. 6. Follow up on any comments raised by users of television program viewers regarding the services provided by the satellite channels and make the necessary adjustments in order to enhance the trust between the viewer and the channel. 7. Hold specialized training courses and workshops for television program presenters to develop their technical skills and mastery of body language, listening, and speaking, as they have a clear impact on viewers. 8. The convergence of the efforts of the state and society in transitioning from the philosophy of media based on just reaching viewership and advertising profit to the philosophy of purposeful media that enjoys the trust of its audience. 9. Pay attention to the selection criteria for media professionals or talk show hosts, and qualify and train them, and broadcast new blood that does not suffer from previous political and media backgrounds. 10. Consider continuous training of talk show presenters and getting them training courses in the fields of media technology. (B) Suggestions for future research in the areas of marketing and media: In terms of future research in the fields of marketing and media, the researcher recommends conducting further studies on the connection between the audience and the channel by examining the following points: 1. Conducting a complementary study that includes a larger number of communication skills for program hosts that help them connect with the audience, such as technical skills, the ability to influence others, the ability to provide evidence, expertise, and scientific skills. 2. This study is limited to viewers of Egyptian satellite channels, without including viewers of other channels. A future study could use other channels, such as terrestrial channels. A comparative study could also be conducted between satellite and terrestrial channels. 3. The current study only looks at the perspective of viewers of Egyptian satellite channels, without taking into account the views of marketing professionals in these channels. Therefore, a future study could test the opinions of marketing professionals in Egyptian satellite channels regarding the communication skills of program hosts and the connection between the audience and the channel. 4. A future study could also compare viewers of satellite channels in the Arab Republic of Egypt with viewers in other Arab countries, such as Saudi Arabia.