The Impact of Social Media coverage of Egyptian Film Festivals on Promoting Nation Branding in Egypt: A case study of Gouna Film Festival

Ibrahim ElKholy, Ahmed; Sherif Yehia, Hebatallah; Badr, Hayat

doi:10.21608/jkom.2025.427259

The Impact of Social Media coverage of Egyptian Film Festivals on Promoting Nation Branding in Egypt: A case study of Gouna Film Festival

Authors

¹ Faculty of Mass Communication, Ahram Canadian University

² Faculty of Mass Communication, Cairo University

10.21608/jkom.2025.427259

Abstract

This research aims to examine the role of international Gouna Film festivals (GFF) in promoting nation branding of Egypt and forming positive images about the country based on social media coverage and direct experience using the six Anholt model aspects. This research is based on both quantitative and qualitative analysis and will rely on 2 tools of data analysis: (1)In-depth interviewing,(2) Content Analysis. Findings showed that Gouna Film Festival as well as Social Media content of the festival play a limited role in Egypt Nation branding, as there are many perspectives not covered in the promotion strategies adopted by the festival, as well as highlight several research themes that can be done in future to improve the role of the festival and make it more significant on Egypt nation branding.

Keywords

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