The Effectiveness of Digital Media in Political Marketing and its Impact on Shaping Egyptian Youth Political Attitudes

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Lecturer at Faculty of Mass Communication, Ahram Canadian University

Abstract

Digital media have become an integral part of the Egyptian youth’s political life as a growing number of people around the world use digital media technologies for information and communication. The study investigates how digital media facilitate consumption of political information and the role of digital media in influencing political knowledge, attitude, and behavior among the Egyptian youth.
Additionally, the study focuses on the extent to which Egyptian youth seek political information through digital, the reasons for their dependence on it, as well as their preference for using digital media channels as a main source of information over other media outlet with a focus on YouTube.
Therefore, the study conducted a survey on (400) Egyptian youth, aged between 18 and 35. The study found that Egyptian youth are actively interacting with credible political videos on YouTube and highly political information through digital media about the political events raised in the Egyptian society.

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