دور وسائل الإعلام المصرية في تشکيل اتجاهات الجمهور نحو التطعيم ضد فيروس کورونا: برامج التوک شو نموذجًا

نوع المستند : بحوث علمیة متخصصة فی مجال الاعلام والاتصال.

المؤلف

مدرس الإعلام بالمرکز القومي للبحوث الاجتماعية والجنائية، قسم بحوث وقياسات الرأي العام

المستخلص

تسعى الدولة المصرية إلى تنفيذ مجموعة من البرامج والمبادرات الصحية التي تستهدف تطوير قطاع الصحة، ورفع مستوى الصحة العامة للمواطنين؛ مما يتطلب في جزء منه أن تعمل وسائل الإعلام على محو الأمية الصحية لدى المواطنين، والاهتمام بالتثقيف الصحي، واطلاق حملات الصحة العامة؛ لغرس السلوکيات الصحية الإيجابية، ومن أهم تلک السلوکيات خلال عام 2021 حث المواطنين على تلقي طعم فيروس کورونا، والتوعية بأهميته للحد من انتشار الفيروس، والعودة تدريجيًا للحياة الاقتصادية والاجتماعية الطبيعية. ومن هنا تأتي مشکلة الورقة البحثية لمعرفة العلاقة بين التعرض لفقرات برامج التوک شو المتعلقة بطعوم کورونا وتشکيل اتجاهات عينة من الجمهور نحو الحصول على الطعم، من خلال مکونات نموذج المعتقدات الصحية HBM، وفي ضوء عدد من المتغيرات الديموجرافية "السن/النوع/ المستوى التعليمي"؛ في محاولة للوقوف على مدى فعالية الرسائل الإعلامية المقدمة في برامج التوک شو، ووضع تصور لمتطلبات التغطية الإعلامية في المرحلة المقبلة فيما يخص تعزيز الاتجاه الإيجابي نحو تلقي طعم کورونا. وقد تم تطبيق الدراسة على 200 مفردة من خلال استبيان إلکتروني.
النتائج: وتوصلت الدراسة إلى عدم وجود علاقة ارتباطية ذات دلالة إحصائية بين التعرض لفقرات التوک شو الخاصة بطعم کورونا والاتجاه نحو الحصول على الطعم، وأنه لا توجد فروق دالة إحصائيًا بين الذکور والإناث في متوسطات درجات اتجاهاتهم نحو الحصول على الطعم، وبين المستويات التعليمية لمفردات العينة. أما الفئات العمرية فکانت الفروق دالة إحصائيًا فيما يتعلق بالمکون السلوکي للاتجاه فقط لصالح الفئة العمرية الأکبر من 60 عامًا. وأشارت النتائج إلى وجود علاقة ارتباطية بين اتجاه مفردات العينة نحو تلقي الطعم، ومتغيري الحواجز المدرکة والکفاءة الذاتية.

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