Digital Awareness Advertising Campaigns against Attempts to Falsify History and Obliterate the Egyptian Identity | ||||
| International Design Journal | ||||
| Article 4, Volume 13, Issue 5, September and October 2023, Page 49-67 PDF (1.82 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2023.312386 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Mona Ibrahim Abdel Rahim | ||||
| Associate Professor, Department of Advertising, Applied Arts Faculty, Benha University, quality_mia@yahoo.com, mona.ibrahem@fapa.bu.edu.eg | ||||
| Abstract | ||||
| Advertising campaigns play a crucial role in raising awareness and shaping public opinion on various issues, and in the case of attempts to falsify history and obliterate the Egyptian identity, the role of digital advertising campaigns comes as powerful tools to combat disinformation and preserve the cultural heritage of the Arab Republic of Egypt, as the anti-digital awareness advertising campaigns aim to educate the public, confront false narratives, and enhance a sense of pride and appreciation for Egypt's rich history and identity, One of the main objectives of advertising campaigns is to educate the public about the accurate historical narrative of Egypt, as these campaigns use various means, including television, radio, print media, social media platforms and outdoor advertising, to disseminate factual information about ancient Egypt's civilizations, pharaohs, architectural wonders and cultural achievements, Hence, the problem of research is how to address attempts to falsify the history of Egypt and obliterate the Egyptian identity through digital awareness advertising campaigns against confronting the Afrocentric movement (African Central Movement), where the importance of research lies in the effectiveness of digital awareness advertising campaigns as a tool in combating attempts to falsify the Egyptian identity, and the research aims to the extent of the impact of digital awareness advertising campaigns against falsification of history, And expose misconceptions and false narratives promoted by external entities (Afrocentric movement), and from here the research was interested in following the experimental approach to a set of digital advertising awareness campaigns against the falsification of history and obliteration of the Egyptian identity against the Afrocentric movement, with the work of a questionnaire to measure its success, The results show that digital awareness advertising campaigns play a crucial role in raising awareness and the greatest impact in shaping public opinion, as they highlight the importance of preserving the cultural heritage of nations and promoting a collective sense of pride and national identity. Research problem The research problem is summarized in answering the following questions: • How can digital awareness advertising campaigns against the obliteration of the Egyptian identity be used as an effective means to enhance awareness and shape public opinion? • How to counter the efforts to falsify history and undermine the Egyptian identity promoted by external entities such as the Afrocentric movement through digital advertising awareness campaigns? • What is the role of digital advertising awareness campaigns as powerful tools to combat disinformation and preserve the cultural heritage of the Arab Republic of Egypt? Importance of the Research Paper: The importance of the research lies in: - The effectiveness of digital awareness advertising campaigns as a tool in combating attempts to falsify the Egyptian identity. - Shedding light on how to confront attempts to falsify the history of Egypt and obliterate the Egyptian identity. - Emphasizing the importance of preserving the cultural heritage of the Arab Republic of Egypt. Research Paper methodology: The research follows the experimental approach of a set of digital awareness advertising campaigns against the falsification of history and the obliteration of the Egyptian identity against the Afrocentric movement. Research Hypothesis: The research assumes that: - Awareness advertising campaigns are an effective tool in confronting attempts to obliterate the Egyptian identity and combat misinformation. - The digital awareness advertising campaigns against the obliteration of the Egyptian identity contribute positively and effectively to enhancing awareness and shaping public opinion. - Countering the efforts to falsify history and undermine the Egyptian identity by the Afrocentric movement, through digital awareness advertising campaigns against it, has a great impact on protecting Egypt's rich cultural heritage for future generations. Search limits: - Objective limits: The role of digital awareness advertising campaigns as a tool in combating attempts to falsify the Egyptian identity. - Time limits: the period from (20/5/2023) to (5/6/2023) - Spatial boundaries: a group of social media users (sample of 120 individuals), age 20-60 of both sexes Results: After presenting a questionnaire form to measure the experimental study and how to affect the awareness of the recipient of the proposed advertising campaigns, and then analyzing the statistical results (before and after) of the sample under study, the statistical results showed the following: - The need to activate complementary cooperation between institutions interested in preserving the Egyptian identity, to raise the level of community awareness of the dimensions of issues by enhancing the role of anti-advertising campaigns. - Material and moral support by government institutions for advertising campaigns against misleading ideas and sharing them through social networking sites to implement digital awareness campaigns, due to their rapid spread and influence in various segments of society. - Cooperation and partnerships between government institutions, cultural organizations, the media and advertising agencies are necessary, by providing accurate historical facts, archaeological evidence and cultural heritage, and intensifying advertising campaigns against misleading ideas. - Establishing effective and far-reaching campaigns that effectively counter attempts to falsify history and protect the Egyptian identity. - Addressing new challenges in falsifying history and identity is essential and critical to ensure the long-term impact and continued success of those initiatives. - The importance of monitoring and evaluating the impact of digital awareness campaigns, by tracking metrics such as (access, participation and changes in public perception). In general, it is clear that advertising campaigns against incorrect ideas are effective in raising public awareness and combating disinformation, by adopting targeted messages, measuring impact and ensuring long-term sustainability, as these campaigns attract the attention of the target audience and encourage them to actively participate in learning and exchanging accurate information, and to become active participants in preserving and promoting their Egyptian identity, by providing them with the knowledge and tools necessary to identify and address fraud attempts, These campaigns can continue to play a vital role in preserving Egypt's rich cultural heritage and national identity | ||||
| Keywords | ||||
| Anti-Advertising Awareness Campaigns; Digital Advertising; Afrocentric Movement; Community Identity | ||||
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