دور حملات التوعية في تكوين معرفة ووعي الجمهور القطري بالسلوكيات الايجابية

Abstract

Abstract_x000D_ This study aimed to identify the role of awareness campaigns in forming the Qatari audience knowledge and awareness in adopting positive behaviors. It also targets measuring the level of Qatari audience exposure to these awareness campaigns, and the level of their knowledge in relation to its contents and topics. Furthermore, aimed to monitoring the positive and negative aspects of the campaigns organized in order to maximize the benefits of them in other fields. To achieve the goals of this study, the researcher adopted descriptive approach, using the questionnaire as a main tool for_x000D_ data collection when gathering information from 480 sample of Qatari audience._x000D_ One of the main findings of this study is the high proportion of medium-sized viewing to the following campaigns: “Our Future Lies in Our Health”, “Take Care”, “We All See You”, and “Tarsheed” program, as the number of viewings for each of the study sample from (3 to 5) times. The findings also pointed out that the majority of the sample study is interested to a certain extent in watching these campaigns. One of the most important results is finding out that negative trend towards elements of the campaign outnumbered positive and neutral trends. Results also pointed out that 41.3% of the sample did not believe that such campaigns are able to change audience behavior, or that they can encourage them to adopt positive behaviors set by the campaign mainly because of the mystery and lack of clarity for goals of such campaigns. On the other hand, 27.7% of the study sample believed that these campaigns are able to change audience behavior, and clarity of goals is the main reason._x000D_ 3_x000D_ The study also shows a strong positive correlation, with statistical significance, between trend toward awareness campaigns and: trend toward adopting positive behavior to the audience, and trend toward adopting positive behavior to the individuals. It also resulted in showing a weak correlation between the rate of exposure to campaigns and trend toward these campaigns. Furthermore, the results show differences in trends toward these campaigns depending on the “gender” variable, while proving a minor dependence on the “educational level” variable, especially in “Tarsheed” program campaign. Meanwhile, no differences were proved towards_x000D_ campaigns based on “region” and “ age” variables.

Date of Award	2017
Original language	Arabic (Saudi Arabia)
Awarding Institution	HBKU College of Humanities and Social Science