The Effectiveness of Public Diplomacy in Raising Awareness of Humanitarian Issues: An Analytical Study of Egyptian Digital Public Relations Policies on Refugee Issues (2015 -2025) | ||
| Scientific Journal of Research on Women, Media, and Society Studies | ||
| Articles in Press, Accepted Manuscript, Available Online from 30 July 2025 PDF (1.32 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jwms.2025.397620.1040 | ||
| Author | ||
| Adham Hosni Alqurashi* | ||
| Faculty of Mass Communication - Beni Suef University | ||
| Abstract | ||
| This study aims to explore the effectiveness of Egyptian public diplomacy in raising awareness of humanitarian issues, with a focus on digital public relations policies toward refugee issues during the period from 2015 to 2025. The study relied on a content analysis approach, conducting a qualitative content analysis of official digital discourse (publications from major Egyptian ministries and media outlets) regarding refugees. The study relied on media framing and soft power theories as a theoretical framework. The study found that Egyptian digital discourse focused on presenting Egypt as a host country that adopts a humanitarian approach that respects the rights of refugees and ensures their integration. At the same time, this discourse invested in enhancing Egypt's international image and gaining external support through a framework of responsibility and burden-sharing. Despite the official discourse's success in highlighting Egypt's humanitarian efforts (such as the "no-camp" policy and the provision of services to refugees on an equal footing with citizens), its effectiveness in raising public awareness faced challenges, including the spread of misinformation and hate speech campaigns on social media platforms. The study concludes with a set of recommendations to enhance the effectiveness of Egyptian digital diplomacy in supporting refugee issues, including adopting more balanced framing strategies and intensifying humanitarian awareness content to counter negative stereotypes. | ||
| Keywords | ||
| Public diplomacy; digital diplomacy; soft power; media framing; refugees | ||
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