Uses of Egyptian Audiences of Late-night American TV Shows and their Effects on them
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AbstractThis study seeks to examine the Egyptian audience's uses of late-night American TV shows, and identify their viewership rate, the motives of watching them and the gratifications achieved, and evaluate their effects on them and their role in shaping their perception of reality and shaping their awareness towards the presented causes. The theoretical framework of this study relies on the Uses and Effects Model, and the fundamentals of the study depend on the survey methodology and the use of questionnaire form as a data gathering tool. The study uses a purposive sample of 400 respondents of the Egyptian audiences who watch late-night American TV shows in Cairo. The study concludes to social causes emerged as the most prominent types of causes that the Egyptian audience prefers to watch in American late-night TV shows (66.75%), the principal motive of watching was (Because it helps me to entertain myself and pass the time) (69.75%), the principal use of these shows was (Watching dramatic sketches) (68%), the principal gratification achieved was (Entertainment, fun and humor) (65.5%), and the principal effect of these shows was (I find them enjoying a great deal of freedom especially when they are broadcast when democratic activities take place in the real world) (45,25%).
DepartmentDigital Media and Communication
Journal titleEgyptian Journal of Public Opinion Research