Abstract

This paper clarifies the role of mass media through the Uses and Gratifications approach during the Egyptian 2012 Presidential Elections campaigns. The main focus of this study aims at studying the role of mass media in shaping Egyptian votersâ final decision. In addition, how voters used mass media to search for information to follow up the presidential candidatesâ campaigns by exploring the factors that predisposed voters to make their voting decisions. In light of Elihu Katz (1959) question â What do people do with media?â and Blumler and McQuail (1969) concern about how people used the media to gather information about General Elections in Britain in 1965, they developed the Uses and the Gratifications Theory in order to study the relationship between voters and the media. In addition, in the 21st century, the Uses and Gratification Theory had been recognized as a tool to understand audience behaviors and usage patterns and perceptions from the media. Thus, the theory is used to teach communicators how to communicate better with their target audience. Data was collected through self-administered surveys in both languages, English and Arabic. The sample examined is a â Purposive Sampleâ including only Egyptian voters who participated in the presidential elections in 2012 whether in round one or round two or both. The sample was chosen according to the votersâ eligibility of age authorized to voting criteria, geographical residence was limited to Egyptâ s â Greater Cairo Cityâ and interest in media political participation reflected in making actual voting procedure in 2012 Egyptian Presidential Elections. The findings of the study concluded that respondents voted during the 2012 Egyptian Presidential Elections had a great hope in a better future for the country. Respondents who are affiliated to political parties or movements had a greater tendency to be satisfied by political campaigns on different mass media channels. However, Respondents who were party member did not build their perceptions about the candidates from the media.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

2-1-2012

Submission Date

1-28-2013

First Advisor

Hegazy, Ibrahim

Committee Member 1

Zaki, Galal

Committee Member 2

Reda, Ashraf

Extent

149 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Mass media -- Political aspects -- Egypt -- 21st century.

Library of Congress Subject Heading 2

Elections -- Egypt -- 21st century.

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

Comments

I would like to express my thanks to my supervisors Dr. Ibrahim Hegazy and Professor Galal Zaki. I am grateful to their efforts throughout the preparation of this Thesis. While working under their supervision, I gained a lot from their professional and academic experience which was a significant addition to this study. I would like to thank them for their constant encouragement. A special thanks to Dr. Ibrahim Hegazy. Throughout the past two years, he gave me the opportunity to work with him as a Teacher Assistant. I learnt how to be devoted to my work and how to love what I do. His academic provision and professional experience guided me to finalize my Thesis. I would also like to express my gratitude to Dr. Mervat Abu Auf, Chairperson of the Mass Communication and Journalism Department. Her acceptance to study this Thesis under the supervision of both departments, the Mass Communication and Journalism Department and the Business Department, had enriched this academic Thesis.

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