Browsing by Author "El-Tarabishi, Maha"

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Receptivity to 2010 Census Messages Among the General Public and Hard-toenumerate Populations
(OMICS Publishing Group, 2010) El-Tarabishi, Maha
Message receptivity is a construct that represents rational and affective reactions to messages and has been used to predict changes in attitudes toward public service advertising. Health communication studies show that receptivity can act as a mediator of behavior change. This study extends the receptivity construct to prediction of Census participation. The 2010 Census Integrated Communication Campaign Evaluation measured receptivity to the 2010 Integrated Communication Campaign, an advertising campaign designed to promote Census participation. This study aimed to identify differences in receptivity to Census messages between advertisements and targeted populations and opportunities to improve messages in future. Measured items loaded onto a single receptivity factor. We regressed Census cognitions and behaviors on the receptivity factor in the general population and examined differences between hard-to-enumerate subpopulations targeted by the campaign. Higher receptivity was associated with more positive cognitions about the 2010 ICC. Higher receptivity was also associated with more positive attitudes and beliefs about the Census. Receptivity was associated with higher Census participation among some hard-to-enumerate populations and is an important construct for future media campaigns
Women as Reflected in Egyptian TV Commercials
(iafor, 2017) El-Sherbini, Nesrin; Darwish, Salwa; Bastawisi, Iman; El-Tarabishi, Maha
In the Arab countries, many studies have tackled the image of women in different media platforms, like in drama, movies, literature, and in theatre; however, very few studies have focused on the image of women in advertisements whether in electronic or in print media. In Egypt, representation of women in TV commercials has received little attention. Since advertising is considered a mirror for the society, and a platform that reflects real life, it is essential, therefore, to study the image of women in Egyptian TV commercials. In light of the Feminist Theory which is concerned with females and their suppression, this study aims at examining the representation of women in Egyptian TV commercials. The study employs the qualitative research methods of qualitative content analysis and in-depth interviews to examine, on 386 Egyptian TV commercials, how the Egyptian women were portrayed in terms of contexts (e.g. rural or urban), occupations, ages, physical appearances, life styles, social roles, social values, and social stratifications. In addition, some technical features of the advert like the type of appeal(s) used, and the visual technique were explored. Results have shown that Egyptian women have not been fairly represented in the advertisements.