The Role of Digital Media in Prosthetic Dentistry in Egypt and EU Countries: A Comparative Analytical Study | ||||
| المجلة العربية لبحوث الاعلام والاتصال | ||||
| Article 14, Volume 2020, Issue 31, December 2020, Page 32-48 PDF (487.82 K) | ||||
| Document Type: بحوث علمیة متخصصة فی مجال الاعلام والاتصال. | ||||
| DOI: 10.21608/jkom.2020.156714 | ||||
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| Authors | ||||
| Nesrin N. El-Sherbini* 1; Ahmed N. El-Sherbini* 2 | ||||
| 1Lecturer at the Faculty of Mass Communication, MSA University | ||||
| 2Lecturer at the Faculty of Dentistry, MSA University. | ||||
| Abstract | ||||
| After the dot-com bubble burst “Web 1.0” at the turn of the century, the World Wide Web underwent significant changes. These changes led to the adoption of and the referral to the new Web as “Web 2.0.” The Web 2.0 has led to dramatic changes primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content such as user-generated ads content and so on. It has led to the development of many new media. For example, forums and chat rooms, social networking sites, blogs, virtual/augmented reality, Really Simple Syndication (RSS), QR codes, e-commerce, etc. That vast range of new media allowed the user interactivity and provided a room for user-generated content from all fields. It’s worth to mention that one of the advanced users of such new media are dentists. Dentistry has received an unexpected, however welcomed influx of digitization that allowed an easier utilization for such new media. For example, dentists can generate digital smile designs in addition to other digital equipment that overwhelmed the dental appliances; such as, 3D printers, Computerized-Aided Design/Computerized-Aided Manufacturing (CAD/CAM), and oral scanners. All of such digitized output is easily shared now by dentists to show their clinical cases and promote their profession through social media; This study aimed at exploring how digital media influenced the dental profession marketing in Egypt and EU. Within the framework of the Uses and Gratification Theory, the researchers conducted intensive interviews with Egyptian and European dentists to shed light on how such new media changed their approach towards their profession, and further inspect the differences between the Egyptian and European experiences. Results have shown well-defined differences between Egyptian and EU dentists in their use for digital media. Egyptian dentists tend to be more money-oriented than the EU dentists who behold more value for the educational aspects that each can get from the digital media; however, the ethical implications overwhelm the situation while dealing with digital media. Nevertheless, the study has further shown some drawbacks for the use of digital media in the educational field. | ||||
| Keywords | ||||
| Digital media; uses and gratifications theory; prosthetic dentistry; intensive interviews; comparative methodology | ||||
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