The cognitive impact of electronic awareness campaigns on the Saudi public: An applied study on the campaign "Hajj is an act of worship and a civilized behavior"

In recent years, there has been a great development in the fields of communication and media, as communication has shifted from the one-way method (One to Many) to means of mutual interaction between the two parties to the communication process (Many to Many), which was reflected in the media content, especially with applications Digital fusion and convergence of the media. Media campaigns used "modern digital technology" in many technical means for the new media, including text messages and electronic channels, as well as tools for managing accounts and communications. The current study is classified within the field of descriptive studies, as it aims to measure the cognitive impact of electronic awareness campaigns on the Saudi public, based on the model of the national media campaign "Hajj is worship and a civilized behavior" to educate the guests of Rahman (1440 AH / 2019 AD). The theoretical framework of the study was based on the theory of the knowledge gap, and the entrance to social expectations. The knowledge gap among the public was measured by measuring the level of knowledge resulting from exposure to the media, the degree of interest in the topic, and the degree and type of media exposure. The study was conducted on a stratified random sample of 300 individuals from the Saudi public in the age group (25-65 years). In addition, a questionnaire was designed that includes a set of questions and scales, depending on the Likert scale, three and five. The statistical analysis of the study data was also performed through the SPSS program using the Pearson correlation coefficient to test the relationship between the variables, the (T) test for the significance of the differences between the averages of two groups, the one-way ANOVA analysis, and the Chaffee test to calculate the source and significance of the differences between groups. The calculation of averages (M) and standard deviations (SD) for the various variables was used. The study concluded with several results, including: the high rate of exposure of the sample to awareness campaigns, the multiplicity of motives and reasons for exposure to electronic awareness campaigns, the high level of public interest in the campaign, and that exposure to electronic awareness campaigns - as applied to this campaign - created a knowledge gap in favor of interested groups.