Mark Visonà

Abstract

This study explores issue salience among Egyptian Facebook users during the parliamentary elections of December 2011. The researcher examines the potential of agenda-setting effects occurring from the use of social media as an information source. In this study, a field experiment with a pretest/posttest design was conducted on 71 undergraduates of the American University in Cairo. Participants were assigned to treatment groups, some of which were exposed to media concerning the issue of ignorance/illiteracy in Egypt. This exposure was an attempt to increase the salience of the issue for Facebook users. The study also examined the relationship between demographic factors and issue salience in order to rule out confounding variables affecting the results. Few statistically significant results were found yet the presence of issue-related media did raise the issue salience for participants in the treatment groups. Some demographic factors were found to be associated with issue salience, and the conclusions recommend stratifying treatment groups. The data suggest that further investigation into agenda-setting and social media is warranted, and the study identifies several potential areas and avenues for future research.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

6-1-2012

Submission Date

May 2012

First Advisor

Keenan, Kevin

Second Advisor

Abou Ouf, Mervat

Extent

NA

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Online chat groups -- Political aspects -- Egypt.

Library of Congress Subject Heading 2

Social media -- Political aspects -- Egypt.

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.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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