Media Treatment Frameworks for Family Issues in Egyptian Social Television Programs: "Mama Dot Um" Program as a Case Study

Author

Faculty of Mass Communication , Ain Shams University

Abstract

This study aims to identify the most significant criteria and features for addressing issues and challenges within Egyptian families through specialized television programs focused on family dynamics. It does so by closely monitoring and analyzing the frameworks employed, comparing the treatment aspects with the frameworks used to present these issues, with a specific application to the program "Mama Dot Um." Additionally, the study delves into the program's orientations and the objectives of its content. This study falls within the domain of descriptive research, employing the analytical survey approach. A deliberate sample analysis was conducted, encompassing the last three seasons of the program aired on Egyptian television. In total, the study analyzed 45 episodes, accounting for a cumulative duration of 31 hours spanning from 2021 to 2023. Data collection was facilitated using a structured analysis form, aligned with the "media frameworks" theory. The findings reveal that topics pertaining to "spousal relationships" predominated over other family-related matters addressed in the program. Furthermore, the program exhibited a diversified employment of media frameworks, with a noticeable emphasis on the "attribution of responsibility" framework. Notably, the program adopted a neutral approach when addressing family issues, employing methods that "combine logic and emotion." An established correlation emerged between the types of family issues presented in the program and the corresponding media frameworks employed. In light of these findings, the researcher recommends a heightened focus on social programs featured on Egyptian television, with a specific call for an increase in programs addressing family-related topics. Such initiatives can serve to reinforce family values that align with the cultural norms of society.

Keywords

References

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