Abstract

This study examines the effect of sensationalism in human-puppet talk shows and the rate of adoption or rejection of viewers to the new innovation for Egyptian Television “Abla Fahita.” Two theories are used as a framework: diffusion of innovation theory (DOI) and cultivation theory. The study’s main hypotheses were H1: Youngesters adopt innovativeness earlier than others in their social system. H2: Audience who watch more show episode’s segments, the more they tend to adopt sensational contents spontaneously. H3: Abla Fahita human-puppet talk show’s heavy viewers tend to watch the episodes on YouTube channel than television. The primary research linked sensationalism to television talk shows’ aspects to examine whether the rate of adoption or rejection to human-puppet talk show (as new innovation to Egyptian television) is due to the sensational contents or the time spent watching human-puppet shows. This study processed with conducting quantitative survey for sample of three generations; teeangers (university students), parents (second generation), and grandparents (first generation) to measure the relative speed of adoption or rejection rate to human-puppet shows across generations. The findings support the assumption that the rate of adoption to Abla Fahita human-puppet talk show as new innovation to Egyptian television increases by the decrease of age; i.e. young third generation adopt innovation earlier than others in social system. The more sensational contents presented in the episode’s segments, the more viewers tend to adopt the innovation spontaneously. The third hypothesis was rejected as the data collected showed that heavy viewers change their viewership medium from television to YouTube depending on preference and comfort, and not for show contents nor television censorship.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

6-1-2013

Submission Date

February 2019

First Advisor

Amin, Hussein Yousry

Committee Member 1

Hamdy, Naila

Extent

123 p.

Document Type

Master's Thesis

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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